Jordan Times
Sunday, September 16, 2007
UNICEF, Showtime Arabia
partner on Ramadan humanitarian campaign
AMMAN (JT) - The United Nations Children’s Fund (UNICEF) and Pay TV provider
Showtime Arabia, have teamed up to launch a Ramadan humanitarian campaign for
the children of Iraq, the Palestinian territories and Darfur.
Endorsed by Her Majesty Queen Rania, UNICEF Eminent Advocate for Children, the
humanitarian campaign is focused on promoting awareness and raising funds to
directly support children in areas of crises throughout the region.
Total transportation solutions provider Aramex has also joined the multimedia
campaign effort and will be responding to telephone calls, collecting cash
donations in some countries and raising awareness among its customers.
In addition, the MBC Group has agreed to lend its support in the form of free
air time for the campaign on all its channels.
Queen Rania’s message, delivered through Showtime Arabia, MBC and Al Arabiya TV
channels, will draw attention to children suffering in crisis areas and offer
viewers a chance to help.
In addition, Showtime Arabia will use its sales outlets, informative text
messages and e-mails to highlight the initiative to its customers across the
region.
“The children, the least responsible for these conflicts, are paying the highest
price. They are our future; they are our best hope, their suffering is our worst
fear. Each of us can help, and collectively we can make a difference in their
lives,” Queen Rania said.
Inspired by UNICEF’s mandate to improve the lives of millions of children
worldwide, the campaign focuses on children in the Palestinian territories, Iraq
and Darfur.
The effects of conflict in these regions include increased vulnerability of
children to malnutrition, limited access to safe drinking water, unstable living
conditions, restricted access to schooling opportunities, lack of adequate
healthcare and, most of all, constant exposure to violent death.
“We are extremely proud to support the vital work of UNICEF here in this region.
In addition to leading the campaign, we will donate a percentage of our revenue
to this cause. We also expect a number of our content providers to donate as
well. A special collection of companies and individuals has come together to
ensure we raise the most funds possible for UNICEF,” Danny Bottoms, chief
operating officer of Showtime Arabia, said.
The general public and Showtime Arabia customers will also be able to make
donations to UNICEF via a number of methods throughout the month of Ramadan.
They can visit www.showtimearabia.com/unicef or www.unicef.org/arabic to donate
an amount of their choice using a credit card.
In selected countries, the public can call Aramex and schedule collection of a
cash donation.
In addition, using the SHOWCINEMA programmes system, Showtime Arabia customers
can send an SMS with the keyword “UNICEF”, to donate the cost of a movie.
UNICEF Regional Chief of Communication for the Middle East and North Africa
Abdul Rahman Ghandour said that “the importance of highlighting the suffering of
children in crisis environments in this region cannot be stressed enough. We
thank our Eminent Advocate Queen Rania, Showtime Arabia and Aramex for
supporting our endeavour to safeguard and promote children’s rights and their
unconditional protection from harm, abuse and exploitation.”