Duracell Partners with Hasbro and the UAE Red Crescent to Power Smiles for Children in Need

Duracell to bring holiday cheer to families in the United Arab Emirates by donating Hasbro toys through its “1 Pack = 1 Smile” Campaign

Dubai, United Arab Emirates: July 30th 2014: Duracell and the Red Crescent in the United Arab Emirates are aiming to power smiles for children and their families in the United Arab Emirates through a cause-related marketing initiative throughout Ramadan and summer. Duracell will be supporting children in need by launching a charity initiative titled “1 Pack = 1 Smile” – for every pack of Duracell TurboMax purchased between July 15th 2014 and August 30th 2014, Duracell will donate a Hasbro toy to a child in need in the UAE.

“We are proud to announce Duracell’s first charity initiative in the region during the holy month of Ramadan, a time which is particularly significant as a month of compassion and giving. Our collaboration with Hasbro will allow consumers to touch the lives of children and spread joy across the region by simply purchasing one pack of Turbomax,” said Lea Jarrar, Brand Operations Manager for Duracell Arabian Peninsula.

“We are delighted to be partnering with Duracell through this initiative, whereby a small act of kindness, such as giving a toy goes a long way in spreading smiles across families in the country. With the support of Duracell’s customers we hope to be able to make children in the United Arab Emirates enjoy their holiday even more through this donation of toys,” said Mohammed Abdullah Al Haj Zarouni, director of the Red Crescent UAE Dubai branch.

Consumers can find the Duracell TurboMax battery packs on the charity displays at all major hypermarkets and supermarkets across the United Arab Emirates. For more information visit www.facebook.com/DuracellArabia