Goodies nudging Dhs1m earmarked for construction workers

The Shoe Box Appeal campaign beat its target by 300 per cent and saw TECOM business partners, and other corporate donors, fill 7,500 shoe boxes with staples such as shampoo, shaving foam and toothpaste in a drive to offer Eid gifts to Dubai's construction workers.

The Ramadan campaign was spearheaded by Radisson SAS DMC and is set to become an annual event, forming part its CSR activities.

Farida Parekh, the hotel's Marketing & Communications Manager said: "The response of the Shoe Box Appeal is overwhelming. The results prove how a simple and effective idea can gain swift uptake and in so doing positively touch the lives of others.

"The result is a true reflection of the neighborly spirit of UAE community."

She said that collection points were set up across 55 locations including TECOM business zones and in the Radisson SAS DMC lobby areas.

"Our concierge desk and the hotel's CSR team have shown exceptional enthusiasm and commitment in managing the large number of enquiries and donations. At its busiest point, more than 300 filled Shoe Boxes were collected daily," Parekh added.

There are in excess of 500,000 construction workers currently employed within the UAE construction sector and Shoe Box Appeal has played a constructive role in their welfare by providing a package of personal every day items," said Elle Trow, of the Roger and Elle duo at Helping Hands who coordinated the distribution of the filled shoe boxes.

Other supporters of campaign include Union Paper Mills, Gulf News Broadcasting Corporation and Strategic Solutions.