Business & Money | Wednesday 28 September, 2016 3:28 pm |

Procter & Gamble (P&G), LuLu Hypermarkets and Dubai Cares have come together to launch a unique and far-reaching in-store campaign that will benefit thousands of children in need around the world. The campaign, which is currently running till October 2nd, will give LuLu Hypermarkets’ shoppers the opportunity to contribute to and promote reading in impoverished regions around the world. For every select P&G brand purchased during the ten days’ campaign throughout LuLu Hypermarkets in Abu Dhabi, Dubai and Sharjah, P&G will make a donation to Dubai Cares towards the purchase of books for children in need.

 

Through this campaign, P&G aims to contribute by providing a sound basis for lifelong learning to children. The P&G select items for this campaign include Always, Ariel, Downy, Febreze, Gillette, Head & Shoulders, Herbal Essences, Olay, Oral B, Pampers, Pantene, Tide and Venus brands.

 

One in four children and young adolescents across the Middle East and North Africa (more than 21 million) are either out of school or at risk of dropping out, according to a joint report from the UNICEF and UNESCO. Support to initiatives that promote reading and learning is needed more now than ever before. “We are honored to partner with LuLu Hypermarkets and Dubai Cares for this campaign which is in line with our commitment to social responsibility principles that contribute to the UAE’s goal of providing help to those less fortunate — no matter where they live and who they may be. This is why we have entrusted Dubai Cares with delivering the much needed books to children around the world,” said Khaled Adawi, Director for Procter & Gamble in the Arabian Peninsula.

 

“We are extremely excited about this concept which we are certain will give our shoppers the chance to play a role in helping to promote literacy in impoverished regions around the world,” said Shabu Abdul Majeed, Director for Retail Operations at LuLu Group International. “The idea is simple yet powerful. Reading is key to the development of young minds and Dubai Cares has proven itself as a trusted leader in the field of educational philanthropy globally.”

 

Commenting on the partnership, Tariq Al Gurg, Chief Executive Officer at Dubai Cares said, “Dubai Cares is continuously pursuing innovative partnership models with the private sector that can help us promote and raise funds in support of our cause. Our engagement with P&G and LuLu Hypermarkets will help us expand our reach, and enable us to provide more books to children in need”, Al Gurg added.