New Nokia smartphone campaign unveiled in the MENA region with the aim of bringing communities and individuals closer together

Per Ekman
Per Ekman

New #UniteFor campaign commences in Ramadan with evocative “sharing fridges” video

Dubai, 14 June 2017: HMD Global, the home of Nokia phones, has today unveiled the new #UniteFor campaign across the Middle East and North Africa (MENA) region as part of its ongoing commitment to bring diverse communities and individuals together by highlighting inspirational local community initiatives and projects.

The new Nokia smartphone campaign features the UAE based Sharing Fridges community group to create a powerful and emotive video that celebrates how a group of individuals has come together to help those in need.

The short film has been released across Nokia Mobile social media channels and is the first from the MENA region to be part of the global #UniteFor campaign, launched earlier this year, marking the official launch of the broader initiative in the region.

In the location shoot in Dubai, the film director and crew, who flew in from Finland for the project, interviewed the members of the Fridges Committee and the workers who have benefitted from the network of fridges that offer free food and drinks to those in need. HMD Global has also contributed to the initiative by donating 33 fridges across different locations in Dubai, as well as delivering 1,000 care packs with essential goods for the workers.

Announcing the start of the #UniteFor campaign in the MENA region, Per Ekman, Vice President Middle East & North Africa of HMD Global, said: “The incredible people behind the Sharing Fridges campaign are a true embodiment of our commitment towards uniting people in their communities and around the world. This is a great example of how a simple idea can make a difference and bring people together – regardless of their religion, nationality or social status.

Per Ekman
Per Ekman

“In a world that is more disconnected than ever, what we really need to do is unite. Working together we were also able to unite for a common purpose in creating this video, which we believe will spread the message of the fantastic work that the Sharing Fridges Committee has undertaken. We hope this will help those in need during Ramadan and also the rest of the year, across the country and the wider region.”

Janine Bensouda, speaking on behalf of the Sharing Fridges Committee, said: “The Sharing Fridges initiative has become a movement of compassion and comradery. It goes beyond simply stocking up fridges with food and drinks to be shared with the less fortunate who live and work in our communities. It is also a great way to engage with our neighbours and those who work hard to take care of us and our living environments. Whether we are filling the fridges, managing them or benefiting from them, we all come together during the Holy month to share empathy and kindness.

“What a special city Dubai is, where you can see a community of so many cultures, nationalities and religions rally together to help those in need. When we learnt about the #UniteFor campaign, we immediately saw the synergy with what we are doing. Furthermore, it was a pleasure to work with a team of professionals from HMD – all of whom are value-centred and have been generous in contributing time and support to this initiative.”

The launch of the #UniteFor regional campaign reflects the belief that people will achieve more personally and collectively if, with the help of technology, they unite around the things that matter to each of them. It is the first #UniteFor story to be unveiled since the new Nokia smartphones debuted at Mobile World Congress, and reflects the ongoing mission to make technology accessible around the world.

More information and fantastic stories of people uniting for good will become available over the next few months. If you would like to share other inspirational stories, you can spread the word by using the #UniteFor hashtag and tell us about something heart-warming you support.


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