New Land Rover Partnership With Red Cross Wins Award

A New Land Rover initiative offering support for the Red Cross has been singled out for an award less than six months after it was launched.

The three-year campaign christened ‘reaching vulnerable people around the world’ won the award for best long-term partnership at the Third Sector Business Charity Awards in May 2011.

Launched in December 2010 in conjunction with the International Federation of Red Cross and Red Crescent Societies (IFRC), the programme is currently focused on Sierra Leone.

Land Rover has provided eight vehicles for the Red Cross to use in the country as well as pledging financial support for the child advocacy and rehabilitation (CAR) scheme, which aims to help young people affected by the country’s ten-year civil war get their lives back on track and put the nation’s turbulent past behind them.
This assistance comes in the form of basic education, specialist vocational training and counselling to help traumatised children. Many young people were exploited as child soldiers during the war, which has had a substantial psychological impact on them. The violent deaths of friends and relatives has also left many with lasting issues but the scheme is helping them overcome their demons and reintegrate into the local community. The idea is linked to the community animated peace support (CAPS) programme, which promotes community links by getting different villages to participate together in activities and build peace throughout the region.

According to the Red Cross website the partnership “will help sustain the IFRC’s life-saving work reaching vulnerable people in communities around the world and will run across 15 countries assisting Red Cross National Societies, supporting some of the world’s most vulnerable people”.

However it is not the first time Land Rover has helped the organisation provide aid in the war-torn region. The company has donated more than £4 million in support of the campaign since 1997 towards improving the lives of around 153,000 people across the globe. The assistance of Land Rover allows the Sierra Leone Red Cross to run five CAR centres across the country, providing support to 12,600 vulnerable young people every year.

Sierra Leone is still feeling the effects of the devastating conflict, which officially took place between 1991 and 2002. Accurate casualty figures are difficult to come by but it has been estimated that as many 50,000 people were killed with tens of thousands maimed and many more forced to flee their homes.

A key part of the initiative was the funding of 30 life-saving Automated External Defibrillators (AEDs) by Land Rover in order to improve the capabilities of the UK-based emergency response vehicles donated by the firm in 2008. A defibrillator is something the western world takes for granted but sadly there just are not enough in the region. The supply of 30 machines was seen as vital enhancement to emergency services.

Therefore, anyone investing in a new Landrover can rest assured they are making a contribution to a very worthy cause.

The article has been supplied by Inchape Land Rover.


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