Deliveroo captivated visitors at City Walk, Dubai, through an innovative social experiment titled ‘The Unmissable 50 Fils’.
This initiative was designed not only to showcase the effects of nominal donations but also to encourage community support for Deliveroo’s ongoing Full Life campaign, which aims to combat food insecurity.
The tech social experiment unfolded with a hologram designed to attract the attention of individuals passing through City Walk. Upon interacting with the hologram, passersby noticed a 50 fils coin which prompted them to either keep it or donate it.
As the audience engaged with the installation, a demonstration showcasing the usage of Deliveroo’s round-up feature was presented, raising awareness of the simplicity and ease involved in contributing to communities in need.
Deliveroo’s in-app roundup feature allows customers to conveniently round up their orders or select an amount of their choice to donate at checkout. It shows the power of small contributions in making a significant impact
Last year, Deliveroo customers donated over AED 1 million via the round-up feature. These donations are channeled towards Emirates Red Crescent, aiding their efforts to support communities grappling with food insecurity across the region.
Deliveroo’s latest social experiment was executed with the aim to raise awareness around the feature and highlight how even the smallest contributions can make a significant impact to tackling food insecurity.
Taghrid Oraibi, Head of Communications at Deliveroo Middle East, said, “Through this social experiment, our goal was to captivate individuals’ attention, conveying the impactful message of how a small contribution as little as 50 fils can make a significant difference in the lives of those in need. We are humbled by the significant donations of over AED 1 million through the round-up feature since 2023, and hope to continue supporting communities in need and tackling food insecurities.”
Deliveroo’s full life campaign is a pillar of the aggregator’s global Environmental, Social, and Governance (ESG) strategy, which was first launched in the UAE in 2022 to tackle food insecurity.
