Ufone on Friday announced Ramazan 2016 campaign to shed limelight on three different humanitarian initiatives, enabling them to reach out widely to the masses with their messaging seeking inspiration and support to their causes for the benefit of the deserving.
Addressing on the occasion Rainer Rathgeber, CEO Ufone said that in line with the true spirit of Ramazan of caring and giving, a unique campaign has been launched that will shed limelight on three different humanitarian initiatives. The Ufone Ramazan 2016 campaign will donate free media space on television channels, newspapers, billboards and digital media to three individuals. The campaign will enable the three individuals to reach out widely to the masses with their messaging seeking inspiration and support to their causes for the benefit of the deserving.
Ufone has additionally developed the content for this promotion on all mediums. The three initiatives under this campaign are Operation Eid Child, Deewar-e-Mehrbani, and Khaana Ghar. All three initiatives have been conceived and are conducted by individuals in their personal capacities. These are being highlighted by Ufone to inspire similar ventures and to invite participation in the ongoing activities.
"The 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 effective initiatives, said Rainer adding that "Ufone's brand is all about U and these organisations are a role model for such an attitude.
The purpose of launching this campaign in the Holy month of Ramazan is to inspire viewers to support the vulnerable and underprivileged in their communities by either doing their own acts of generosity or by supporting the work of these three organisations. Ufone is highlighting these initiatives through a large electronic media campaign to share the message of goodness with all Pakistanis.
Ufone's CSR focus has remained the socio-economic uplift of society, not only through its own CSR initiatives, but also through supporting committed individuals and organisations who are working selflessly for societal progress. CEO further said that Ufone's brand is "It is all about U", in the sense that it see the customer in the center of its efforts, not a technology, a fancy trend, not the next fashionable buzz word.
He said that large scale publicity can cost a lot of money and without the publicity these individuals and organisations really cannot generate enough support to scale up their operations. And so, appreciating these realities, Ufone is coming forward to provide free media space in terms of airtime on television, and space in print and on digital to three such humanitarian initiatives, enabling them to communicate their messaging far and wide.
Elaborating on the three individuals' initiates, the CEO said that Operation Eid Child idea is suggesting packing a box of gifts for a less privileged child and passing it onto the organisers for distribution. Anyone can participate in Operation Eid Child where one do not even have to go out and buy new gifts but can just collect toys and books and other items of their own children are not using anymore and pack them into the box.
He said the second initiative is the Wall of Kindness. All people have to do is to place anything they want to donate - clothes, shoes, non-perishable food - at the Wall of Kindness, to be collected by the one who need it. It cares about their dignity, no need to beg for help. CEO further explained that the third initiative, Khaana Ghar, seeks to provide food for the needy, daily and throughout the year, at a very modest token fee of Rs 3 only. Coming back, to one of the core values in Ramazan, sharing food with the ones who need it. Ufone consider these three initiatives a perfect reflection of values that Ramazan carries, he added.