10,000 shoe boxes earmarked in Radisson Blu Hotel, Dubai Media City’s third Shoe Box Appeal
Red Crescent Society to mobilise volunteers
• Collection target passes Dhs 1million
• Six organisations pledge early support
• UAE’s Red Crescent Society to distribute 10,000 filled shoe boxes to the needy
• Shoe Boxes are available in the east and west lobby of the Radisson Blu Hotel, Dubai Media City and at Media City Cluster points from August 11 till end of September
• Collection point in Abu Dhabi will be at the Atlas Telecommunications Office
Dubai, August 2010: This year’s Shoe Box Appeal has already gathered enthusiastic support from the UAE community and looks set to pass its Dhs 1million target according to Pasquale Baiguera, General Manager, Radisson Blu Hotel, Dubai Media City, the organiser of the campaign.
The six-week campaign, now in its third year, encourages individuals to fill specially-distributed shoe boxes with personal staple items such as toothpaste, shampoo and soap for distribution to the nation’s needy.
Baiguera said that more than six organisations have pledged support and the UAE’s Red Crescent Society who will distribute the filled shoe boxes to the underprivileged, with the help of thousands of volunteers.
“We have received tremendous interest from local organisations all eager to contribute to the appeal. The early indications show that we will pass the new target of 10,000-plus shoe boxes,” said Baiguera.
He estimated that it costs about Dhs120 to fill a shoe box with a carefully considered shopping list of personal amenities, meaning that the total donated value will pass the million dirham mark.
“TECOM Investments’ Media Cluster and Al Barsha’s Lulu Hypermarket have confirmed support, as have various media channels, such as City7 TV, The National and Time Out Dubai. Strategic Solutions is again on board as the appeal’s communications’ partner,” Baiguera said.
TECOM Investments’ Media Cluster will be an integral part of the campaign with various collection points spread across Dubai.
Mohammad Abdullah, Managing Director, Media Cluster, TECOM Investments, said: “As a socially responsible organisation, TECOM Investments believes in whole-heartedly supporting worthy social and humanitarian causes.
“Our partnership with the Shoe Box Appeal has been very successful in the previous years and we support the Shoe Box Appeal for the third consecutive year to mark the true spirit of the Holy Month of Ramadan.”
Meanwhile Lulu Hypermarket is a first-time supporter and will host a special ‘shoe box’ stand with boxes ready to be picked up and can be filled with the shopping list goodies at the Al Barsha outlet.
V.Nandakumar, Manager - Corporate Communications of EMKE Group said: “The very nature of our business means that Lulu is always at the forefront of community activity and we are thrilled to be part of this initiative.
“Our hypermarket in Al Barsha will be decked with special ‘turnkey’ Shoe Box Appeal donation stand where empty boxes can be collected, items can be bought and the full shoe boxes can be dropped off for bulk collection by the organisers,” Nandkumar said.
Turning to the airwaves, Dubai’s lifestyle TV station, City 7 TV joins the Shoe Box Appeal for the second year running.
“We are honoured to dedicate prime air time to the Shoe Box Appeal,” said Osama Barahim, the station’s General Manager.
“The campaign brings a cross-section of the community together during the Holy Month and this speaks right to our own community spirit,” he said.
Meanwhile, two of the emirates leading print media have also stepped up to support the campaign. Time Out Dubai, the weekly lifestyle magazine and The National, a leading daily newspaper are on board, according to Baiguera.
“Time Out Dubai is in full support of the Shoe Box Appeal as it offers a very genuine outlet for people to come together in the spirit of giving,’ said Becky Lucas, Deputy Editor, Time Out Group.
The National signed up as the media sponsor of this year’s campaign, and actively participating in the charity drive with donations from its staff.
“We are delighted to support Radisson Blu Hotel, Dubai Media City in their commendable efforts and help get the word out about this wonderful community initiative for Ramadan”, said Laura Koot, Managing Editor, at The National newspaper.
Susan Furness CEO of UAE-based Strategic Solutions said that the campaign has aged well. “The Shoe Box Appeal by the Radisson Blu Hotel, Dubai Media City has stood the test of time well and for three years has provided an excellent opportunity for the community to contribute to the wellbeing of those less fortunate.” The communications consultancy has been a campaign partner from the outset.
Baiguera confirmed that the campaign has raised more than Dhs2m since its launch in 2008 as part the hotel’s annual Responsible Business Month.
How to participate in the Shoe Box Appeal 2010:
• Collection drive starts on August 11, 2010
• Shoe boxes available at Radisson Blu Hotel, Dubai Media City, TECOM collection points and Lulu Al Barsha
• Each box comes with a shopping list
• Once filled, a staple box of items may be valued at about Dhs 120
• The campaign continues till end of September
The Shoe Box Appeal 2010 Shopping List
1. T-Shirt (Men’s medium size)
2. Cap
3. Disposable Razor
4. Shaving Cream
5. Aftershave
6. Talcum Powder
7. Toothbrush
8. Toothpaste
9. Nail Clippers
10. Small Hand Towels
11. Comb
12. Soap Antibacterial (maximum four pieces)
13. Shampoo
• No money or food items to be included
• No used items to be placed in the box
• All of the above items must be in place to complete a Shoe Box donation
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