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Careads campaign to encourage community to read more

Parents and children across Dubai will be able to spend more time together thanks to a new initiative by the Knowledge and Human Development Authority (KHDA) and Careem.

Launched to complement the Month of Reading, Careads will allow parents to order books free of charge through the Careem app. Careem Captains will then deliver the books, and pick them up at a later date.

Hind Al Mualla, Chief of Creativity, Happiness and Innovation at KHDA said, “Careads is a wonderful example of how the public and private sectors can work together to support the love of reading in Dubai. Getting a book delivered is great fun for the kids, and gives busy parents extra time to focus on reading with their children.”

Each Careads car will carry a choice of books for younger and older children in English and Arabic, contributed by the Emirates Airline Festival of Literature and Dar Al Hikma. Parents can order through the app and choose a delivery time between 3pm and 7pm each evening.

“Creating Careads is an initiative that we are proud to launch with KHDA and is totally in line with Careem’s mission which aims to simplify people’s lives,” said Aura Lunde – Careem GM – UAE. “We care about our community and are always on the lookout for partnerships that impact the community in a positive manner.”

Parents can share photos of the books being delivered, or reading together with their children, through the #Careads hashtag on social media.

The Careads initiative builds on the success of #10Minutes10Days, a reading campaign which brought thousands of parents and children together to read for 10 minutes over 10 days.

How It Works:

1. Download the Careem app for iPhone or Android

2. Sign up and select ‘CaReads’ from the car type options

3. Order the book by selecting an available delivery slot

4. Open your front door and say hello to a new book!


– KHDA Media