Red Cross and Red Crescent societies extend partnership with Land Rover for five years

The federation of societies, which includes the British Red Cross, will receive £15m from the car brand by 2018 to support more humanitarian programmes

British Red Cross/Land Rover partnership in Kambia, Sierra Leone
British Red Cross/Land Rover partnership in Kambia, Sierra Leone

The International Federation of Red Cross and Red Crescent Societies will receive £15m of support by 2018 as part of a renewed partnership with the car brand Land Rover.

The partnership, which first began in 1954, has been extended for a further five years and will expand to support more humanitarian programmes in countries including Austria, Ireland, Italy, Netherlands, Portugal, Spain and South Sudan.

Land Rover will fund local Red Cross and Red Crescent societies, including the British Red Cross, to provide services such as water and sanitation, and health and social care. It will also fund programmes to help communities prepare for disasters, the IFRC said.  

The company will also loan and donate vehicles to help the IFRC gain access to remote, hard-to-reach communities.

Joelle Tanguy, under-secretary of the IFRC, said the renewed partnership would expand to reach more people in vulnerable communities around the world.

"Together we can set up new initiatives and accelerate the reach of, for example, our water and sanitation programmes, which already support thousands of people," she said.

Mark Cameron, global brand experience director at Jaguar Land Rover, said: "We are proud to continue our support of the IFRC and the excellent work it does to bring help and relief to people in need.

"As a business we are committed to bringing positive change to the lives of 12 million people by 2020, and our global humanitarian partnership is a key element in achieving this goal, delivering practical, sustainable help to communities and individuals worldwide."

Between 2007 and 2013, the partnership generated more than £6.4m of support.

This included £1m raised by Land Rover’s Journey of Discovery in 2012 to market the one-millionth Discovery vehicle with a 10,000-mile expedition from Birmingham to Beijing in China. The money is being used to provide safe water and sanitation to 45,000 people in Uganda by 2015.

Meanwhile, the British Red Cross said more than 2,000 volunteers raised £628,000 in two days for the Typhoon Haiyan appeal by holding bucket collections at 700 Tesco stores in November.

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