ISLAMABAD: A mobile phone operator in the country, Ufone on Friday announced a unique Ramazan campaign - 2016, aimed at inspire viewers to support vulnerable and underprivileged in their communities.
This Ufone campaign will donate media space on television channels, newspapers, billboards and digital media to three individuals, enabling them to reach out widely to the masses with their messaging, seeking inspiration and support to their causes for benefit of the deserving, Rainer Rathgeber, Chief Executive Officer (CEO), Ufone said at the launching ceremony held here.
He said Ufone has additionally also developed the content for this promotion on all mediums.
The campaign will shed limelight on three different humanitarian initiatives - Operation Eid Child, Deewar-e-Mehrbani, and Khaana Ghar.
These initiatives have been conceived and are conducted by individuals in their personal capacities and are being highlighted by Ufone to inspire similar ventures and to invite participation in the ongoing activities.
The Khaana Ghar is being run by a lady Parveen Saeed for the last many years in Karachi where deserving people are provided food at the rate of Rs 3 only.
In the case of Deewar-e-Mehrbani, two young persons from Peshawar have dedicated a place (wall) inscribed with wall of kindness. People are asked to put things including clothes and eatables near the wall which can be taken or used by deserving class.
Similarly, in the case of Operation for Child, Sharmain Aziz has introduced a concept by inviting people to pass on gift in a box to her which would be distributed amongst needy children on eve of Eid.
The CEO said telecom industry is generally seen as spending substantially on its own media advertising, brand promotions and celebrity endorsements, but with our Ramazan 2016 campaign we have changed the paradigm by providing media projection to relatively small but highly impactful initiatives.
He said, "We hope through our lead other companies too will be encouraged to come up with strategies to show ownership of social issues."
He said Ufone's CSR focus has remained socio-economic uplift of society, not only through its own CSR initiatives, but also through supporting committed individuals and organizations who are working selflessly for societal progress.
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