(MENAFN- Mid-East.Info) Abu Dhabi, UAE: LuLu Group International, a founding partner of The Reach Campaign, has joined fundraising efforts to help eliminate two neglected tropical diseases (NTDs), river blindness and lymphatic filariasis.
As part of Reach's '50 Days to Transform 5 Million Lives' campaign, which began on 14 October and carries on the commitment of the UAE's founding father, the late Sheikh Zayed bin Sultan Al Nahyan, to end neglected tropical diseases (NTDs), the retail brand will be running a major fundraising drive via a multi-brand promotion across all of its stores in the UAE.
All proceeds will benefit the Reaching the Last Mile Fund (RLMF), which offers a proof of concept for the elimination of the two diseases in Sub-Saharan Africa. Hosted by the END Fund – the leading philanthropic vehicle dedicated to ending NTDs – RLMF is a 10-year, $100 million USD initiative launched in 2017 by His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi, with support from several organisations including The Bill & Melinda Gates Foundation and The ELMA Philanthropies.
RLMF delivers preventative treatment for NTDs and focuses on ways to accelerate progress towards elimination – from investing in disease mapping efforts, to supporting advanced lab facilities and cross-border collaborations. The 50 day campaign aims to raise funds to support these activities and ultimately help protect at least five million people from river blindness and lymphatic filariasis.
The campaign will encourage LuLu Group's customers to purchase from a range of participating brands, including Coca Cola, Knorr, and Nivea, on sale at its range of UAE stores.
Tala Al Ramahi, Acting Managing Director for The Reach Campaign , said:“LuLu Group's new multi-brand activation adds another valuable avenue to extend the reach of our newly launched '50 Days to Transform 5 Million Lives' campaign and raise awareness among the local community. Everyone can play a part in protecting vulnerable communities from NTDs. The small sum of AED 2 can not only change a person's life and help to protect them against river blindness and lymphatic filariasis, but can also help free future generations from the burden of these preventable diseases. We value the continued commitment of LuLu Group as one of the original founding partners of the Reach Campaign and extend our gratitude for their support in helping us to transform 5 million lives.”
Mr. Yusuff Ali M.A., Chairman and Managing Director, LuLu Group, said : “At LuLu, we are proud to fulfill a key component of our Group's CSR promise of improving lives by supporting the '50 Days to Transform 5 Million Lives' campaign. The gift of sight is a precious gift and is a very important aspect of productivity and an individual’s personal growth intellectually, spiritually and economically. We, at LuLu,believe that this REACH Give 2 AED Save 2 Eyes campaign resonates with our core CSR values and support of all aspects on national growth and development. I wish the campaign organisers all success.”
River blindness, also known by its technical name 'onchocerciasis', is a parasitic disease that infects the eyes and skin of human beings. It is the second leading cause of preventable blindness. Lymphatic filariasis, also known as elephantiasis, is an NTD that damages the human lymph system and causes limbs to swell. Over 200 million people worldwide are in need of treatment for river blindness while 859 million people in 50 countries remain at risk of lymphatic filariasis the majority of the burden being in Africa. NTDs affect more than 1.5 billion of the world's most impoverished people and cost developing economies billions of dollars every year.
The UAE's strategy for disease elimination is to help keep preventable diseases at the top of the political agenda, maintain progress made so far, raise funding levels, and work closely with global partners and multilateral initiatives to increase impact. All proceeds from LuLu Group International will be administered through Reach's strategic partner – Emirates Red Crescent.
Just AED 2 can provide the medicine and treatment to protect one person from river blindness and lymphatic filariasis, and several other co-endemic diseases for the entire year.
About The Reach Campaign :
The Reach Campaign is an initiative to end river blindness and lymphatic filariasis. Over 200 million people worldwide require treatment for river blindness while 850 million people are at risk of lymphatic filariasis. Like many neglected tropical diseases (NTDs), river blindness and lymphatic filariasis disproportionately affect the world's most vulnerable people, trapping their families in cycles of poverty. Proceeds from the campaign will go to the Reaching the Last Mile Fund (RLMF). Hosted by the END Fund, RLMF delivers prevention and treatment across 7 countries in Africa and the Middle East. Together we can help end river blindness and lymphatic filariasis and ensure a brighter future for millions.
The Reach Campaign is supported by Strategic Partner – Emirates Red Crescent; Founding Partners – ADNOC, Etihad Airways, Lulu Group International and National Health Insurance Company – Daman; Marketing Partners – ADCB and Rivoli Group; Media Partner – Arabian Radio Network; and Supporting Partners – Abu Dhabi Sports Council (ADSC), ADMM, Aldar, Al Masaood, Department of Transportation, Dubai Autodrome, Etihad Arena, Flash Entertainment, Globesight, L'Occitane, Miral, Noon, Troon and YallaGive.
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