OMO and Comfort, the leading fabric cleaning and fabric conditioning brands of multinational consumer goods company Unilever, recently joined forces to spread the love in the United Arab Emirates.

Together, and with the help of Emirates Red Crescent, OMO and Comfort broke the record for the largest collection of clothes for donation, totaling 146,411 items collected.

The record helped comprise their "Share A Touch Of Love This Ramadan" campaign throughout the UAE. After the clothes were collected, they were then washed with OMO and Comfort, before being donated to the less fortunate via Emirates Red Crescent.

The collection drive started at the beginning of Ramadan on July 2 and continued until August 31. Donations were collected through in-mall stands where people could drop off their clothes, as well as through a direct hotline where consumers could call to have a representative pick up the apparel from their homes.

Official Guinness World Records adjudicator Samer Khallouf was on hand to verify the evidence and final count after the collection window had closed.

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“We have been running the 'Share a Touch of Love' campaign for five years now and every year we witness a remarkable increase in the number of people giving back," said Madhusudhan Rao, Vice President of Marketing at Unilever North Africa Middle East. "The Guinness World Records title is a testament of the UAE’s generosity and enthusiasm to help the less fortunate."

“We are extremely happy with the response received from the people of the UAE this year," said Mr. Mohammad Abdullah Alhaj Al Zarouni, General Manager of the Dubai branch of the UAE Red Crescent. "This campaign truly embodies the spirit of giving in Ramadan and is another proof of the great values rooted in the people living in this country."

Has OMO and Comfort's combined effort inspired a record idea for your group to attempt? Make sure to contact the Guinness World Records events management team with your organization's details.