Land Rover joins Egyptian Red Crescent and Swiss Red Cross to combat poverty

Land Rover has joined forces with the Egyptian Red Crescent (ERC) and Swiss Red Cross (SRC) on a pioneering humanitarian projectto improve the health and general wellbeing of less fortunate Egyptiansresiding in theZeinhum district of Cairo.

The two year project - supported with financial backing from Land Rover -targets 35,000 people in the most underprivileged communitiesofHoashBahara, Kal’et Al-Kabsh and Tal Al-Akareb inCairo’sZeinhumdistrict. The project aims to increase access to healthcare, provide vocational trainingand raise public awareness of slum inhabitants.The project was compiled by ERC and SRC,which have a longstanding working relationship and fruitful cooperation in the area of capacity building and relief aid.

Speaking about the initiative,Bruce Robertson,Managing Director of Jaguar Land Rover (JLR) MENA, stated, “We are absolutely committed to supporting the regions in which we operate, and helping vulnerable communities through a variety of means will remain a priority for our brand. We are proud to be a company that provides assistance to qualified humanitarian aid organisations such as the Egyptian Red Crescent and the Swiss Red Cross.”

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 falls underJLR’s long-term‘Reaching Vulnerable People around the World’ programme and is part of its global partnership with the International Federation of Red Cross and Red Crescent Societies (IFRC), which dates back to 1954 and spans15 countries.The partnership between Land Rover and the IFRC has already helped improve the lives of many people around the world, and will continue to do so until at least 2018.