TANG empowers children to do good through the launch of a region wide Kids Movement campaign
- United Arab Emirates: Wednesday, January 30 - 2013 at 12:53
- PRESS RELEASE
Tang, the popular powdered fruit-flavored beverage from Mondelēz International (formerly Kraft Foods), announced the start of a region-wide Kids Movement to encourage children to do good for less-privileged kids in the region through a simple, yet precious act of donating a toy.
This unique campaign of toy donations was announced at a press conference held at the Dubai Marina Yacht Club and supported by esteemed charitable organization partners such as Red Crescent in UAE, ENSAN and KAFEL from Saudi Arabia, and Dar Al Atta'a from Oman.
Also present at the launch was Mr. Talal Omar, Country Manager MENA, Guinness World Records Ltd., who acknowledges that the campaign aims to achieve a record as the world's 'Largest Toy Donation'.
The campaign calls for children to participate actively by donating toys in different ways, making them agents of change. They can donate toys by logging onto www.tangdogood.com, play one of three, fun-filled, online games and earn points. Using these points, the child can donate a virtual toy.
For every virtual toy, TANG will purchase an actual toy and donate it to the charities on behalf of the child. Parents and kids also have the option of making a personal toy-donation at soon-to-be-opened TANG donation centers, which will be set up in selected malls across the region from the first week of March for 6 weeks. Visitors to the centers can also play the online games at the location, earn points and purchase virtual toys.
TANG aims to donate a total of 30,000 toys through for this unique and noble campaign, with the aim of setting a record for the world's 'Largest Toy Donation'.
Announcing the launch of the campaign, Mr. Vishal Tikku - Managing Director for Mondelēz International in the Middle East, said: "We have always chosen responsible marketing for all our brands. With this campaign, we are going a step further to engage our consumers to act and contribute to less-privileged members in our community. I am extremely pleased to announce the launch of this unique initiative from TANG that instills virtues of generosity and a selfless spirit among children who are being groomed to be the citizens of tomorrow. The campaign empowers children to do a good deed and help to improve the lives of less-privileged children in a fun and exciting manner."
Commenting on the world-record attempt, Mr. Talal Omar - Country Manager - MENA, Guinness World Records Ltd., said: "It is a proud moment for everyone to create or break a world record. But there are few instances where creating a world record comes from collective good deeds. It is heart-warming to see the launch of this initiative by TANG which puts the benefit of the larger community in the forefront while attempting to create a world record. Good luck to TANG and the children participating."
Commencing today, the campaign will last three months and span the GCC region. The campaign's anthem, "Prep, Drink and Do Some Good" that inspires and invites children to participate in the movement, was also released at the event.
TANG aims to be at the forefront in creating a sustainable community. Through its successful 2012 Ramadan Superhero campaign and now the Kids Movement campaign, TANG demonstrates a strong commitment to the welfare of children.
In this region, the spirit of giving back to the community has been fundamental to Mondelēz International. The company has implemented numerous initiatives that aim to build better, stronger and more sustainable communities in the countries in which it operates.
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