This story was first published in Arabian Marketer.

As part of its ongoing CSR initiative, Big Hug, PHD UAE organised a blood donation event outside its office in Dubai Media City on Monday, January 23rd 2017. It registered over 100 donors keen to help save lives, far exceeding the capacity of the Dubai Blood Donation Centre’s drop-in unit, a custom-fitted bus.

More than 50 units of blood were collected over the course of a few hours and donors were thanked with sweet treats from the initiative’s partners, 1762 and Unilever. The overwhelming response rate from the Dubai Media City community has prompted the media agency to organise a second donation drive later this year.