Dubai, 20 March 2025: Smile Train Dubai, the world’s largest cleft-focused organization, is proud to announce a partnership with noon, the region’s leading shopping destination, to launch the ‘Smile Dirham’ initiative. Timed with the spirit of giving during Ramadan, this collaboration makes it easy for shoppers to support life-changing cleft surgeries for children across MENA.
Through the ‘Smile Dirham’ initiative, noon customers can add a small donation at checkout, directly contributing to vital medical care for cleft-affected children across the MENA region. With just one click, everyday purchases become acts of generosity, helping transform lives.
“We are thrilled to partner with noon on this impactful initiative,” said Afaf Meky, Executive Manager – UAE, Smile Train. “A simple contribution can be life-changing for a child born with a cleft, helping restore their ability to eat, speak, and smile with confidence.”
Every year, thousands of children in MENA are born with cleft conditions, facing challenges in nutrition, communication, and social inclusion. A single, high-quality cleft surgery can change their future. By leveraging noon’s wide reach, the ‘Smile Dirham’ initiative raises awareness and funds to provide these children with the care they need.
Adnan Alwahedi, Corporate Social Responsibility, noon, said, “At noon, we believe in the power of community. This initiative lets our customers make a real difference, supporting a cause that transforms lives across MENA. We’re proud to work with partners creating meaningful impact in the region and beyond.”
As Ramadan encourages generosity and giving, Smile Train and noon invite shoppers to turn their purchases into life-changing contributions. Every ‘Smile Dirham’ donation brings a child closer to the care they need, ensuring a healthier, brighter future.
About Smile Train
Smile Train is the world’s largest cleft-focused organization, with a sustainable and local model of supporting surgery and other forms of essential care. Over the last 25+ years, we have supported more than 2 million safe, high-quality, and FREE cleft surgeries, and will continue to do so until every child in need with a cleft has access to the care they deserve.
ABOUT NOON.COM
noon.com was founded with the objective of fostering an ecosystem of regionally based digital companies in order to secure the region’s digital landscape’s future. noon’s mission is to provide customers and companies in the Middle East region with outstanding value and support. On December 12th, 2017, noon launched its consumer platform in the Kingdom of Saudi Arabia and the United Arab Emirates. noon debuted in Egypt in February 2019 and has since evolved to become the largest online shopping destination in the Middle East. Primarily a digital
e-commerce platform powered by in-house technological talent, noon has swiftly developed strong native capabilities throughout its marketplace, fulfillment, logistics, and payment systems.
