Comfort And Omo Bring Back Annual Ramadan Clothes Donation Drive Across UAE

Campaign has set Guinness World Records for clothes collected twice in a row

Dubai, UAE, June 8, 2016:  For decades, Comfort and OMO have been global household names, helping mothers care for their families by ‘sharing an extra dose of love’. This Ramadan, the iconic brands are yet again rolling out their annual community clothes donation drive across the UAE in partnership with the Emirates Red Crescent. 

“Share A Touch Of Love this Ramadan” with OMO and Comfort encourages people to donate clothes to those less fortunate during the Holy Month of Ramadan. The campaign, now in its 7th year, has collected over 500,000 clothes in total since its start. In 2014, the campaign set a Guinness World Record for the largest clothing collection drive, and then broke its own record in 2015. 

“Unilever is delighted to continue with this campaign which is now in its seventh year. Comfort and OMO are both brands that have love, sharing and giving built into their core values. The campaign takes that extra dose of love out to the wider community. Our campaign is now a key part of Unilever’s Ramadan calendar, and is an occasion that consumers wait for and participate enthusiastically in,” said Waqas Javed, Marketing Director Foods, Refreshments & Home Care – Unilever Gulf.

Between the 7th of June and 6th of July 2016, the campaign will receive donations at booths in malls including Mirdiff City Centre, Mall of the Emirates, Deira City Centre and Lamcy Plaza, Dubai. This year, the “Share A Touch Of Love this Ramadan” initiative has partnered with popular chauffeur cab booking service, Careem, to arrange collections from people’s homes. People can log on to the Careem application at any time and arrange for a pick-up from the convenience of their homes. A Careem captain will then visit their homes to pick up their donations and deliver them to the Omo and Comfort mall stands.

Clothes placed in donation boxes are collected and carefully washed with Omo and Comfort before being packaged and delivered to families in need.

“The Emirates Red Crescent works tirelessly to assist those in need while fostering a spirit of compassion, love and generosity towards those less fortunate. We are very pleased to have OMO and Comfort as long-term partners that are bringing their successful clothes collection campaign back yet again. We are confident that this initiative will keep growing in terms of donations as well as the people positively impacted,” said Mr. Mohammad Abdullah Alhaj Al Zarouni, General Manager of the Dubai branch of the UAE Red Crescent.