In line with the directives of President His Highness Sheikh Khalifa bin Zayed Al Nahyan and instructions of General His Highness Sheikh Mohammed bin Zayed Al Nahyan, Abu Dhabi Crown Prince and Deputy Supreme Commander of the UAE Armed Forces, a media campaign was ordered launched by H.H. Sheikh Hamdan bin Zayed Al Nahyan, the Ruler\'s Representative in the Western Region and Chairman of the UAE Red Crescent Authority (RCA). The campaign, dubbed \'Suqyahum\' - or Quenching their thirst - is an hour and a half fundraising programme that will be broadcast in Abu Dhabi TV for three days, starting next Wednesday. It is being undertaken by the RCA, in collaboration with Abu Dhabi TV. Over 165 million people in the Horn of Africa region are affected by the drought which hit Somalia, Djibouti and Ethiopia. During the past few weeks, around 29,000 children died of hunger. A ship carrying 400,000 tons of foodstuff and medicines donated by philanthropists in the UAE will head to Mogadishu in the coming few days as part of the RCA aid campaign to Somalia. The RCA urged citizens and residents to donate food items, goods and medicines to help in the aid provision efforts.