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The campaign is also supported by Union Paper Mills, Gulf News Broadcasting Corporation and Strategic Solutions.
According to Siegfried Nierhaus, General Manager, Radisson SAS, DMC, the UAE's real estate and construction sectors are expected contribute 23% to the national economy by year 2010.
Nierhaus said:
"We want to recognise the labour force in the UAE who contribute so much to the cities in which we work. Their efforts are changing the skylines and our Shoe Box Appeal appreciates the essential role that the construction teams play in building our infrastructure."
"The Shoe Box Appeal campaign works on the simple concept of collecting daily-use everyday lifestyle items that we take for granted which are essentials for these steadfast workmen," he said.
According to Helping Hands, a large number of workers in UAE experience unfavorable lifestyle conditions including living away from their families for long time; extreme weather conditions; as well as the challenges of an expat life, such as isolation, cultural and social pressures.
"The community has a much larger role to play in integrating this segment of society and to better their health, welfare and economic conditions, and the Shoe Box Appeal stands as a great example,"
said Elle of the Roger and Elle duo at Helping Hands.
Mohamed Almulla, Executive Director, Dubai Media City and Spokesperson - TECOM Investments has also pledged the free zone's support to mobilise the number of Shoe Box collection and donation points throughout TECOM Free Zones, including Dubai Internet City, Dubai Media City, and Dubai Knowledge Village.
"As a socially responsible organisation, TECOM Investments believes in extending a helping hand to worthy social and humanitarian causes. The labour force in the UAE is playing an important role in driving forward growth targets. We are pleased to support an initiative that recognises their crucial role," Almulla said.
Meanwhile, Union Paper Mills has also jumped on board to supply the 'shoe boxes' used to collect and distribute the donated items of the campaign.
"This is a true-blue community effort to donate daily-use items. It is a simple but solid gesture that the people of the UAE can support,"
said Ifthikar Ahmed, Executive Officer, Union Paper Mills.
Susan Furness, CEO, Strategic Solutions added:
"Corporate Social Responsibility is not a niche promotional activity but a must-have channel to community for any business looking for sustainability, not short-term gain."
Furness said, "The construction workforce has contributed to Dubai and the UAE's growth, and thus to all of our tomorrows. It is time for us to stand up in recognition and do something, however small, to acknowledge the favour!"
Judith Malik, Promotions & Marketing Manager, Gulf News Broadcasting concluded:
"Radio 1, Radio 2 and GNB welcome this occasion to work alongside the other Shoe Box Appeal campaign sponsors to help the community at large."
Malik said, "It brings a stronger meaning to the Ramadan season when we help those who could most use our assistance. We also get the chance to share that good feeling by giving our listeners the opportunity to contribute as well."
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Posted by Siba Sami Ammari
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