Business Charity Awards: Charity Partnership: Long-term - Winner: Land Rover and International Red Cross and Red Crescent

Awarded to the best partnership between a company and a charity or charities that has lasted or will last for more than a year and a half

International Red Cross and Red Crescent
International Red Cross and Red Crescent

Keyline Builders Merchants and the Prostate Cancer Charity
Musgrave Retail Partners NI and Action Cancer

Brakes Group and FareShare
Starbucks and National Literacy Trust
Wessex Water Services and WaterAid

Land Rover and International Red Cross and Red Crescent

The partnership between Land Rover and the International Federation of Red Cross and Red Crescent Societies builds on a visible connection that dates back decades. Red Cross aid workers frequently use the company's vehicles to reach people in remote places. As long ago as 1954, the British Red Cross used a Land Rover vehicle as a mobile dispensary in Dubai.

In 2007, this lengthy association was formalised as an official partnership. Since then, it has generated £3.5m in funding and gifts in kind, according to the company, and more than 153,000 vulnerable people worldwide have been helped as a result.

Last August, a three-year global partnership with the Red Cross was agreed. The partnership has made an impact nationally and internationally. It includes fundraising support, the use of Land Rover vehicles and publicity films for two flagship Red Cross humanitarian programmes.

One of these is a project to help young people rebuild their lives after the 11-year civil war in Sierra Leone. Through the Child Advocacy and Rehabilitation programme, traumatised young people are given counselling, education and vocational training. The other is the Red Cross of China's HIV awareness programme, which works in the country's worst-affected provinces to prevent further HIV infection, expand care and reduce stigma and discrimination.

Six months into the partnership, which offers support to Red Cross societies in 15 countries, including South Africa and Australia, £1m had been donated through funds and vehicle support. More than 50,000 vulnerable people have been reached as a result.

The two organisations are also exchanging skills. Land Rover has developed a training programme for Red Cross drivers in the UK that will be delivered internationally in 2012. Meanwhile, the Red Cross has held first-aid classes for 250 Land Rover employees and more will be trained in future.

International Red Cross and Red CrescentIn the UK, a protocol has been established for supplying Land Rovers to emergency support workers within 24 hours. During the prolonged snowy weather in the UK last December, 17 Land Rover vehicles were loaned to the Red Cross. In Australia, during the same month, five vehicles were loaned to help workers tackle locust plagues and flooding. In Pakistan, six vehicles were donated to the country's Red Crescent Society to help alleviate the effects of last year's devastating floods.

The partnership was praised by Graham Precey, head of corporate social responsibility at Legal & General and one of the category's judges, who said: "It's extensive in scope and has a good product fit, with long-term investment and substantial impact."

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