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IFRC and Land Rover extend global partnership

International Federation of Red Cross and Red Crescent Societies and Land Rover extend award-winning global partnership to reach more vulnerable people

Published: 13 January 2014

Land Rover has committed to extend its global partnership with the International Federation of Red Cross and Red Crescent Societies (IFRC) for a further five years, with the aim of giving £15 million worth of support and reaching thousands of beneficiaries by 2018.

The award-winning initiative, ‘Reaching Vulnerable People Around the World’, is expanding to support more humanitarian programmes in countries including Austria, Ireland, Italy, Netherlands, Portugal, Spain and South Sudan.

First launched in 2010, the strategic relationship will see Land Rover markets fund local Red Cross and Red Crescent societies to provide services such as improved water and sanitation, health and social care and helping communities prepare for disasters. Where needed, Land Rover will also loan and donate vehicles to help the IFRC access hard-to-reach communities.

IFRC Under Secretary Joelle Tanguy said: “The International Federation of Red Cross and Red Crescent Societies is delighted that the long-standing global partnership with Land Rover has been extended for five more years. Together we can set up new initiatives and accelerate the reach of, for example, our water and sanitation programmes that already support thousands of people. We will grow the partnership so it reaches many more beneficiaries in vulnerable communities around the world.”

Mark Cameron, Jaguar Land Rover Global Brand Experience Director, said: “We are proud to continue our support of the IFRC and the excellent work it does to bring help and relief to people in need. As a business we are committed to bringing positive change to the lives of 12 million people by 2020 and our Global Humanitarian Partnership is a key element in achieving this goal, delivering practical, sustainable help to communities and individuals worldwide.

“With the use of Land Rover vehicles we are also able to help the IFRC go into remote territories that would otherwise be hard to reach. This is often where the most vulnerable people are and, therefore, need support.”

The longstanding partnership with Land Rover dates back to 1954 when the company supplied a Series 1 Defender to the British Red Cross in Dubai as a mobile dispensary. Also, between 2007 and 2013, the relationship generated over £6.4 million worth of support, reaching more than 800,000 vulnerable people.

This included £1 million raised by Land Rover through the ‘Journey of Discovery’ in 2012, which celebrated the production of the one millionth Discovery vehicle with a 10,000-mile expedition from Birmingham to Beijing. The funding is helping to provide safe water and sanitation to an additional 45,000 people in Uganda by 2015.


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