Success Stories


Majid Bin Mohammed attends event organised to raise awareness to prevent blindness

Wednesday October 02,2013

Reel Cinemas partners with Noor Dubai on global campaign

Dubai, UAE; October 3, 2013: His Highness Sheikh Majid Bin Mohammed Bin Rashid Al Maktoum, Chairman of Dubai Culture & Arts Authority (Dubai Culture), attended the launch of a campaign to raise awareness and funds on the prevention and treatment of blindness globally, organised by Reel Cinemas, a leading film entertainment destination managed by Emaar Retail LLC, in collaboration with UAE-based charity initiative Noor Dubai Foundation.

His Highness also attended the screening of the short movie ‘Healer,’ which is one of the key initiatives of the campaign, and is based on the story of a physician practising in remote areas, offering insights into the incredible efforts made to fight visual impairment among underprivileged communities.

Noor Dubai Foundation is a charity founded in 2008 by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, with the vision to eliminate all forms of preventable blindness globally.

To mark the occasion of World Sight Day on October 10, Reel Cinemas is also undertaking a number of activities at The Dubai Mall which included free eye screenings. The eye-screening is particularly useful for early diagnosis of Monocular Vision, which sufferers are often unaware of until they watch a 3D movie. In addition to money donations, cinema-goers can also raise funds for the charity by buying a new ‘Noor’ food and drink combo at Reel Cinemas.

Maitha Al Dossari, Chief Operating Officer of Emaar Retail LLC, said: “According to the World Health Organisation, nearly 80 per cent of global blindness is curable if identified early and adequate treatment is provided. Reel Cinemas is honoured to support Noor Dubai in their efforts to raise awareness of sight illnesses that will encourage more people around the world to undertake screening and take follow-up measures. With film entertainment being one of the most popular forms of leisure in Dubai, the partnership will enable us to reach a large cross-section of audience, and strengthen awareness on eyesight disorders and the role that Noor Dubai plays to countering blindness globally.”

Dr. Manal Taryam, CEO of Noor Dubai Foundation, added: “One of the challenges that Charities face is program sustainability. “Healer” is not just a short film about a physician; it’s a success story of human resource development and outreach. Among all the programmes and campaigns that Noor Dubai conducts annually on a global scale, investing in training and education is by far the most rewarding. Enabling physicians to provide treatment to those in need, even after completion of campaigns, secures continuity and sustainability of the charity’s work. Reel Cinemas is providing a platform for screening and awareness to help reach out to the public and prevent any form of visual impairment.”

To highlight the challenges faced by the visually impaired, Reel Cinemas will distribute free cataract simulation glasses and brochures, made out of paper, to show visitors the effects of cataracts. Noor Dubai Foundation videos will be on screens throughout the public cinema areas to raise awareness of the charity.

World Sight Day is an annual awareness day held to focus global attention on blindness and vision impairment and is aligned to Noor Dubai Foundation’s activity which includes therapeutic, preventative and educational programmes to treat and prevent blindness and visual impairment in developing countries on a regional and international scale.