Unilever’s Comfort fabric softener and detergent brand Omo have launched their annual clothes donation drive for the first time in Qatar, in association with Qatar Charity.

‘Share a touch of love this Ramadan’ with Omo and Comfort encourages people to donate clothes to those less fortunate during the holy month. The campaign, now in its seventh 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 said.

Waqas Javed, marketing director of foods, refreshments and home care at Unilever Gulf, commented: “Unilever is delighted to bring the ‘Share a touch of love this Ramadan’ to Qatar. 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. The people of Qatar are generous, and we are very confident that they will donate enthusiastically. We look forward to the campaign becoming a regular Ramadan tradition in the country.”

Amer Mohammad Al Besiri, in-kind donations manager at Qatar Charity, added: “Qatar Charity is always keen on supporting those in need through a variety of initiatives including those that cater towards donating clothes. At Qatar Charity, we welcome partnerships with companies and organizations who are eager to play their role in charity works through their corporate social responsibility strategies, and that’s why we are proud to partner with Omo and Comfort through this initiative, especially that it is taking place for the first time in Qatar and at the same time coincides with the holy month of Ramada, the month of generosity and giving.”

He also noted that Qatar Charity will distribute the donated clothes through its charity initiative ‘Tayf’, an initiative that has been exerting its efforts for a long time towards charity and humanitarian activities.

Between June 7 and July 6, the campaign will receive donations at the Omo and Comfort booth at the Landmark Mall in Doha.

This year, the ‘Share a touch of love this Ramada’ initiative has partnered with popular chauffeur cab booking service, Careem, to arrange collections from people’s homes during weekends as well.

Clothes placed in donation boxes are collected and carefully washed with Omo and Comfort before being packaged and delivered to the families in need and low income individuals through Qatar Charity. –TradeArabia News Service