UAE startup emphasizes humanity's 'sameness'

The business of doing good – better known as corporate social responsibility (CSR) – has been around for decades. But with the rise of social media in the region in the past few years, being transparent about charity has never been so important.

From global giants to smaller start-ups, the corporate sector is looking at innovative ways of contributing towards a good cause. In fact, the bridges between the ‘for-profit’ and ‘non-profit/social good’ sectors are becoming increasingly vital.

But there’s a new type of start-up that’s beginning to gain traction in the Middle East… and that’s of the charitable for-profit variety.

One of the poster boys of this movement is the UAE-based The Sameness Project.

“We are small team of social innovators,” project manager Fiona Hepher tells Wamda. “We aim to take negative social issues and put a positive spin on them through creative solutions. In Dubai, for example, things like labor issues; social class; and nationality divisions all take a toll on the community’s heart.

“We are a remedy to apathy. We’re the nudge to get you up on a Saturday morning and shake the hand of the builder who paved the road you drive on, but remains invisible. We’re the elbow to say ‘hello’ to your neighbor who just moved to the city, miles away from family. We’re the online platform to see ‘sameness’ moments happen all over the world.”

Original article by Rachel McArthur

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UAE startup emphasizes humanity’s ‘sameness’