H.E. Salama Al Ameemi, Director General at Ma’an

Abu Dhabi: The Authority of Social Contribution – Ma’an launched its new initiative “Ghaya” a financial literacy programme, aimed at enhancing knowledge of financial management. Through cooperation with the Abu Dhabi Social Support Authority, 50 of its beneficiaries are to be enrolled on the inaugural initiative, launching 13 December, in addition to other participants from the public.

Ghaya in partnership with  Abu Dhabi Global Market Academy and London Institute of Banking & Finance aims to support individuals with the tools and knowledge to manage their finances, empowering families to become financially independent, confident and handle their finances in a smarter way. Ghaya takes participants on a financial journey, equipping them participants with the skills to manage their money in a more efficient manner. It focuses on different areas including how to save, how to live within your means and what are your suitable investment options. The programme is being delivered by specialized volunteers that are recruited in partnership with UAE Banks Federation.

As part of its efforts to enhance the financial literacy of the families benefiting from its support, the Abu Dhabi Social Support Authority has been nominating its beneficiaries to participate in the programme, as the initiative enhances financial planning at personal and family levels for the participants. The programme, established by Ma’an, gives the participants the opportunity to apply the key learnings to their own finances as well as their family and community, driving change and creating positive attitudes towards financial literacy.

The programme will be personalised and relevant to UAE Nationals living in Abu Dhabi with the initiative’s impact being measured to ensure it addresses key social issues and provides familieswith the skills and knowledge to achieve their financial knowledge.

H.E. Salama Al Ameemi, Director General at Ma’an said: “Ghaya is Ma’an’s latest initiative designed to support individuals who aim to successfully manage their finances. Through collaborating with the SSA, we canidentify and prioritise those who need it most. The SSA will be enlisting the beneficiaries who would benefit most from the initiative and will become brand ambassadors, helping create community engagement as the initiative matures, aiding those on their journey, providing insightful advice with other members from different walks of life, promoting goodwill and behavioral change.”

H.E. Abdulla Hamid Al Ameri, Acting Director-General of Abu Dhabi Social Support Authority,said: “The Authority is proud to cooperate with Ma’an in launching  Ghaya. We are pleased to be part of this project in the social sector with the aim of achieving prosperity and enhancing a higher quality of life. This initiative is in line with the Abu Dhabi Social Support Authority’s efforts aimed at promoting strong living standards for Emirati families, benefiting from the social support program”.

 “We are pleased to have 50 beneficiaries joining the Ghaya for the next three months in order to enrich their knowledge on the principles of financial management and enable them to effectively manage their expenditures, in order to achieve sustainable financial stability and contribute to the development and cohesion of society”

He stressed that the authority, in cooperation with Ma’an, will work to provide an opportunity for more beneficiaries to join the “Ghaya” programme in the future.

About Ma’an:

Ma’an was established in February 2019 under the Department of Community Development in Abu Dhabi with the aim of bringing together the government, the private sector and civil society to support a culture of social contribution and participation. The authority will deliver solutions for social challenges with five main pillars of work – a Social Investment Fund, a Social Incubator Programme, Community Engagement Programmes and the introduction of a new type of public contracting, Social Impact Bonds, as well as Outreach Management.

Ma’an will support the third sector to flourish in Abu Dhabi, enabling responsible not for profit associations or foundations and social enterprises to contribute to the development of strong, active and connected communities.

Ma’an Authority for Social Contribution is an initiative under the Ghadan 21 accelerator programme, supporting Abu Dhabi to become one of the best places in the world to do business, invest, live, work and visit.