REACH’S 50-DAY INITIATIVE HITS HALFWAY MILESTONE WITH ENOUGH FUNDS RAISED TO TRANSFORM THREE MILLION LIVES

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  • As the ’50 Days to Transform 5 Million Lives’ fundraising initiative hits its halfway point, the campaign has announced that it has raised enough funds in just 25 days to transform the lives of three million people.
  • Launched to mark the 50-day countdown to the UAE’s Golden Jubilee, the campaign aims to protect five million people from river blindness and lymphatic filariasis.

Abu Dhabi, UAE: The Reach Campaign has revealed that halfway through its ‘50 Days to Transform 5 Million Lives’ fundraising drive – which was launched with the aim of eliminating two neglected tropical diseases (NTDs), river blindness and lymphatic filariasis – the initiative has already raised enough funds to transform the lives of three million people.

As part of Reach’s ‘50 Days to Transform 5 Million Lives’ campaign, a number of leading companies and organisations across the UAE have joined forces in an effort to raise money and awareness of the campaign during the 50-day countdown to the UAE’s Golden Jubilee, through an array of activations, promotions and events.

The list of partners and participating brands includes founding partners Lulu Group International, which is running a special multi-brand fundraising promotion  across all its UAE stores; ADNOC, which has created opportunities with their rewards application as well as an internal employee campaign to raise funds; and Etihad Airways which will give customers the opportunity to support the campaign through their guest miles donations. Marketing partners include ADCB, which will be driving microdonations through its ATM network, with Rivoli Group’s Watches & Vision Care divisions supporting through special initiatives across their stores UAE.  

Other partners that have committed to the campaign include Dubai Cares, one of the campaign’s strategic partners, which has pledged to donate AED 50,000 to Reach. The organisation is inviting members of the public to contribute to the life-changing initiative by visiting its fundraising platform, which will accept donations for the next 25 days. ADSC which will contribute through donating a percentage from each runner’s entry fee to the 2021 ADNOC Abu Dhabi Marathon and 11 independent coffee shops, including BRDG, DRVN, Dialogue, H’s Coffee, Kava and Chai, Morsel, Notes, Pentagon, Shot, Coffee Architecture, and Ten11 will continue their instore promotions until the end of the campaign.

All proceeds from the 50-day campaign 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.

Providing real impact, the money has helped more than 800 million people across seven countries to date, including people like Kasech Fantu, who lives in Sankora, Ethiopia with her two children and suffers from an advanced stage of lymphatic filariasis (LF) that causes severe mobility issues. There are times when her legs are too swollen and painful, so she stays at home in bed. This limits her earning potential and worsens a vicious cycle of poverty.

Helping those affected by NTDs like Kasech, 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. The Fund is hosted by the END Fund – the leading philanthropic vehicle dedicated to ending NTDs.

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.   

Tala Al Ramahi, Acting Managing Director for The Reach Campaign, said: “We are humbled by the level of support this vital initiative has received from various platforms across our community. Our partners and participating brands have demonstrated once again  the true values that have guided our Nation in extending a hand to people in need, whether they are our next door neighbors or further afield.

“The Reach Campaign is for everyone. We continue to work through our partners to ensure that the local community is able to get behind this cause by making giving, and in turn, giving back, convenient and meaningful. From independent coffee shops, to Lulu Group supermarkets and to Rivoli’s luxury retail outlets, The Reach Campaign has worked in tandem with every partner in a bid to maximise our footprint, awareness and fundraising efforts. To know that we have the capacity to positively impact the lives of 3 million people so far is a remarkable milestone for which we are very grateful.”

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 Partners – Emirates Red Crescent and Dubai Cares; 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, Department of Transportation, Dubai Autodrome, Etihad Arena, Flash Entertainment, Globesight, L’Occitane, Miral, Noon, Troon and YallaGive.