Business & Money | Sunday 12 June, 2016 12:46 pm |

The Western Union Company, a leader in global payment services, today launched its "30 Days of Betters" program to reinforce the universal concepts of sharing and caring during the Islamic holy month of Ramadan. The program will run simultaneously in the United Arab Emirates (UAE), Kingdom of Saudi Arabia (KSA), Qatar, Kuwait,Indonesia and India until early July.

30 Days of Betters is a community-building exercise that will provide rewards to individuals, so they can perform acts of kindness aimed towards benefitting individual, or society at large.

The new program draws from Western Union's purpose, "Moving Money for Better", and promotes the concept of positive acts and behaviour through a chain of initiatives originated by ordinary individuals, in everyday circumstances.

"It is a universal trait for individuals to wish for the welfare of people other than themselves that can be achieved through acts of charity, kindness or even sacrifice. 30 Days of Betters aims to strengthen social values, by rewarding better behaviour," explains Hatem Sleiman, Western Union's Regional Vice President, Middle East.

Sleiman said the program will have a variety of initiatives in different countries, ranging from cash rewards and gifts of food vouchers distributed on a daily basis, to opportunities for people to share their meritorious acts on interactive social media platforms, and engage in discussions on better behaviour that will benefit their communities.

"The holy month of Ramadan emphasises similar values, asking the devout to look beyond themselves, and into the lives of others. Western Union has been at the forefront of community building and social engagement for many years, and we realise how hard our consumers work to build a better tomorrow for themselves and their loved ones. This campaign aims to recognise and reward their acts of betters," Sleiman added.