du’s ‘Ice Age’ surprise for differently-abled children

Sharjah / Emirates Business

du delighted 45 children with disabilities from the Sharjah City for Humanitarian Services (SCHS) in Dubai with a special Arabic premiere of Ice Age: Collision Course at VOX Cinemas in Mirdif City Centre. Regularly engaging fans through its du Tuesday and du Live! platforms, the leading entertainment telco gave the children, accompanied by their parents and teachers, assisted by volunteers from du, an opportunity to enjoy a complete movie experience.
The children were taken on a journey to outer space, while witnessing life on earth during Ice Age. In Ice Age: Collision Course we meet Scrat who, once again in pursuit of his elusive acorn, finds himself catapulted into outer space and on a collision course with Earth. To save themselves, the rest of the characters band together and venture off to exciting and colorful new lands.
“We are committed to empowering the various communities in the UAE in ways that are meaningful and impactful. Young children possess vivid imaginations, and by offering children with disabilities a bonding cinematic experience in their home language is an excellent way to amplify their happiness, and a true honor and a privilege for us at du,” said Hala Badri, Executive Vice President, Brand and Communication, du. “Joining forces with SCHS enables us to increase connectivity among people with disabilities.”
“We relish this opportunity that capitalizes on the power of the movies in fueling social engagement for children with disabilities, and being able to show them the premier of one of the most popular children’s films in Arabic language is a real benefit. Working together with du has been a great experience and we really look forward to repeating it in the future,” said Heba Al Humrani, Head of Corporate Communications, SCHS
du is committed to providing entertainment to all UAE youth, including those with disabilities . As part of this initiative, du has aligned with a number of charitable initiatives including Awqaf and Minors Affairs Foundation, the Red Crescent UAE and Human Appeal International UAE, Al Manzil School and Al Noor Training Centre for Persons with Disabilities, and the National Charity Schools and Beit Al Khair in Dubai, Sharjah and Ajman to engage young children from various communities. To date, du has taken children with varying social backgrounds to a variety of experiences, including the premiere of Kung Fu Panda 3 in March this year, the Frozen concert and the Beauty and the Beast at the du Forum, as well as the premiere of Penguins of Madagascar at the Mall of the Emirates.