Leading fabric cleaning and conditioning brands Omo and Comfort (Unilever Gulf FZE) recently achieved a Guinness World Records title for the Largest collection of clothes for recycle/donation in Dubai, UAE, as part of their annual ‘Share a Touch of Love this Ramadan’ campaign.
The companies managed to collect a staggering 295,122 items for the less fortunate, breaking the record for the third year in a row.
The verification of the boxes was done in a warehouse in Ajman and the official certificate presentation took place in the Armani hotel in Dubai, where the clothes were then donated to the UAE Red Crescent.
The collection drive was kicked off at the beginning of Ramadan and saw stands set up in a number of shopping malls where people could bring in clothes for donation. Taxi company Careem also took part in the initiative by arranging donation pick ups from people’s houses.
Previously the incredibly charitable record was held by M.C.E Society's Give for Pune, Goodwill India and Pune City with a total of 293,623 items, achieved in Maharashtra, India, earlier this year.
Ageel Angawi, Vice President Marketing, Foods, Refreshments, Homecare, Unilever North Africa and Middle East, said: “This is the seventh year we run the campaign “Share a Touch of Love” in the UAE and ever year we witness a remarkable increase in the number of people giving back. It has become a household Ramadan charitable act that consumers await and love to take part in. We would like to thank the people of the UAE who have supported the campaign passionately and helped us break the Guinness World Records title three years in a row.”
“The Share a Touch of Love campaign is in line with the spirit of Ramadan and Unilever’s Sustainable Living Plan initiatives through which we try to improve the societies/communities we live in,” Ageel continued.
Mr. Mohammad Abdullah Alhaj Al Zarouni, General Manager of the Dubai branch of the UAE Red Crescent, added: “We are extremely happy with the response received from the people of the UAE this year. 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. Those donations will help several people in need and we will continue with the help of our partners to support the nations that require our attention and focus on reaching to as many people as we can. We look forward to another successful partnership with Unilever next year and to promote the different aspects of humanitarian work that we do.”