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Air Miles, the Middle East’s leading multi-participant loyalty programme, has partnered with its UAE cardholders to raise a whopping 11.4 million Air Miles for Medecins Sans Frontieres (MSF), an international medical and humanitarian aid organisation.

Air Miles ran a special campaign inviting cardholders to donate some of their accumulated Air Miles to MSF, with a promise to match the total contribution.

“We were keen to support MSF’s mission to assist people in distress around the world and wanted to give our members the opportunity to participate in our corporate social responsibility initiative,” said Dave Battiston, CEO, Rewards Management Middle East Limited (RMMEL), the company that operates Air Miles regionally.

“We received an overwhelming response from our members who gave 5.7 million Air Miles and staying true to our word, we matched the amount, raising 11.4 million Air Miles for the cause.”

The Air Miles donated by RMMEL can now be used to provide 100 surgical kits containing essential instruments to carry out emergency examinations and basic surgery, or a month’s supply of Antiretroviral treatment for 1000 AIDS patients, or a month’s supply of emergency medical supplies to natural disaster victims, or 4000 woolen blankets for refugees or displaced people, or medical, sanitation and logistical material to save 640 cholera patients.