LAND ROVER JOINS FORCES WITH THE EGYPTIAN RED CRESCENT AND SWISS RED CROSS TO IMPROVE THE PLIGHT OF UNDERPRIVILEGED
Improving health and future prospects for people in the Zeinhum district of Cairo
Cairo, Egypt, 25 May, 2015: Land Rover has joined forces with the Egyptian Red Crescent (ERC) and Swiss Red Cross (SRC), in a pioneering humanitarian project to improve the health and general wellbeing of less fortunate Egyptians in the Zeinhum district of Cairo.
The two year project, supported with financial backing from Land Rover, will target 35,000 people in the most underprivileged communities of Hoash Bahara, Kal’et Al-Kabsh and Tal Al-Akareb in the Zeinhum area of central Cairo. The project aims to increase access to healthcare, provide vocational training, and raise public awareness of slum inhabitants. The project was compiled by ERC and SRC, who, for several years, have had a strong working relationship and fruitful cooperation in the area of capacity building and relief aid.
Speaking about the initiative, Bruce Robertson, Managing Director at Jaguar Land Rover MENA said: “We are absolutely committed to supporting the regions that we operate in, and helping vulnerable communities through a variety of means will remain a priority for our brand. Egypt is a country with a lot of potential, and it is our duty to help it recover from the challenging period it has passed through. We are proud to be a company that provides assistance for qualified humanitarian aid organisations such as the Egyptian Red Crescent.”
Jaguar Land Rover’s global CSR programme aims to help 12 million people by 2020 and initiatives such as this project with the ERC are high on the company’s agenda.
The initiative also comes under the umbrella of the company’s long term ‘Reaching Vulnerable People around the World’ programme and its global partnership with the International Federation of Red Cross and Red Crescent Societies (IFRC), spanning 15 countries and dating back to 1954.
Hygiene behaviour training via home visits, community seminars and school co-operation will reach 10,400 people along with the expansion of an ERC clinic that will help stem the spread of diseases and address the urgent medical needs of the families in the area. In addition, 675 women and young people will have access to vocational training such as sewing classes, computer skills and electronic courses, refining skills to help open up employment opportunities.
"This is a landmark project that aligns with the ERC’s strategic objective to be the first in class in disaster management with its broader meaning that focuses on building community resilience. The community-based approach adopted in this project enables community members to identify their own problems and participate in finding solutions that suit their local context. The contribution of this project in alleviating sufferings of people living in such hard conditions, building their capacities and opening new opportunities to improve their living conditions will crystalize the successful cooperation between the ERC and SRC with the support of JLR," said Prof. Moamena Kamel, ERC Secretary General.
The project will also recruit 60 new ERC youth volunteers from the Cairo region and 30 ERC community volunteers from within the neighbourhood. After receiving hygiene education and relevant training on dealing with inhabitants, the volunteers will be tasked with an awareness campaign within the slums by visiting homes and positively changing health and hygiene behaviours. Committees will be founded by the ERC to continue the campaign in the long term.
Ahmed El Gharib Managing Director General Manager of MTI Automotive, Egypt's exclusive importer of Jaguar and Land Rover vehicles said: “It is an honour that a global company such as Jaguar Land Rover has turned their attention to the plight of the underprivileged in Egypt. It is imperative that we collectively address the social and health issues that inhabitants of the destitute neighbourhoods endure. As Land Rover representatives on the ground, we will endeavour to assist the ERC in any way possible to ensure this initiative is a success.”
United by their philanthropic beliefs, the partnership between Land Rover and the IFRC has previously changed the lives of many people around the world, and will continue to do so until at least 2018.