Dubai (Etihad)
The Chalhoub Group has collaborated with Dubai Cares, part of the Mohammed bin Rashid Al Maktoum Global Initiatives, as well as artist James Goldcrown, to launch its CSR campaign under the slogan “With Love, We Make a Difference” during the holy month of Ramadan.
As part of the campaign, 8,000 bags made from sustainable and recyclable materials will be offered for sale across a network of stores, and the bags will feature Gold Crown’s iconic and distinctive design represented by a wall filled with vibrant love hearts.
All proceeds from the bags will be donated to Dubai Cares, which will have a significant positive impact on the “Rewired Global Declaration on Communication for Education” initiative, which aims to support both the public and private sectors to increase the reach of communication for learning globally, as well as to crystallize A shared understanding of the importance and rights of utilizing communication technologies in education.
Florence Bolt, Group Chief Sustainability Officer, said: “We are keen to launch meaningful and impactful campaigns every year during the holy month of Ramadan, so our new campaign ‘With Love Makes a Difference’ is a living and moving example of the support that our brand gives to community initiatives and programmes, such as the ` Rewired’s Global Declaration on Communication for Education’. These initiatives also reinforce our commitment to sustainability.”
In the same context, the group cooperated with the Emirati company “Safe the Planet” to produce environmentally friendly bags, which were manufactured by mixing burlap with cotton fibers. For its part, Save the Planet devotes a portion of its revenues to launching free training programs aimed at upgrading the skills of disadvantaged women, as well as their employment.
Abdullah Ahmed Al Shehhi, Chief Operating Officer, Dubai Cares, said: “The COVID-19 pandemic has widened the digital divide between those with access and those without. Through the ‘Global Rewired Declaration on Communication for Education’ initiative, we seek to provide children and young people with the digital resources and tools they need to learn and shape the future they want. We extend our sincere thanks to our long-term partner Chalhoub Group for supporting our initiative through the Ramadan campaign that will empower more and more children and youth around the world by providing them with the opportunity to learn, thrive and succeed.”
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