Amal Al-Sibai Saudi Gazette JEDDAH – The Gulf region is soon to be site of the largest toy collection drive in the world that aims to encourage young children to do good for underprivileged children through the kind act of donating a toy. Tang, the powdered fruit-flavored beverage from Mondelez International, has announced the start of the region wide Kids Movement campaign. As part of its corporate social responsibility program, Tang aims to empower children to give something back to the society and it alsoattempts to set a world record for the largest toy collection drive. This campaign is unique because it makes giving away toys to orphan children both easy and fun. Children from anywhere in the region can log onto www.tangdogood.com and play one of the on-line games and earn points. Using these points, the child can donate a virtual toy. For every virtual toy, Tang will purchase a real toy and donate it to the charities on the child's behalf. Toy collection drives will also be set up after one in malls. Parents and children will then have the option of making a personal toy donation by dropping toys off at the collection sites. The donation centers will be located in selected malls across the region from the first week of March for six consecutive weeks. Young visitors to the donation centers can also play the on-line games at the location, earn points, and purchase virtual toys. The goal is to donate a total of 30,000 toys, setting a world record, which will be distributed to the orphans in the care of the charitable organizations supporting the campaign. This was announced at a press conference held at the Dubai Marina Yacht Club. Charitable organizations that are involved in this huge toy drive include Red Crescent in the United Arab Emirates, Ensan and Kafel from Saudi Arabia, and Dar Al-Atta'a from Oman. Ensan provides housing, education, financial support, and healthcare for orphans in Riyadh. The organization continues to support the orphans until adulthood and helps them find suitable jobs to become financially independent, productive, and productive members of the society. Kafel provides similar care and services for orphans in Makkah. Young children in these two orphanages in the Kingdom will receive gifts from the toy drive. “With this campaign, we are going a step further to engage consumers to act and contribute to less-privileged members in our community. “I am extremely pleased to announce the launch of this unique initiative from Tang that instills virtues of generosity and a selfless spirit among children who are being groomed to be the citizens of tomorrow. “The campaign empowers children to do a good deed and help to improve the lives of less-privileged children in a fun and exciting manner,” said Vishal Tikku, managing director of Mondelez International in the Middle East. Commenting on the world record attempt, Talal Omar, manager of the Guinness World Records Ltd in the Middle East and North Africa, said: “It is a proud moment for anyone to create or break a world record. But there are few instances where creating a world record comes from collective good deeds. “It is heart-warming to see the launch of this initiative by Tang which puts the benefit of the larger community in the forefront while attempting to create a world record. “Good luck to Tang and the children participating.” With only one week into the campaign, young kids, who are technology savvy, have already logged on and won hundreds of virtual toys, which will be replaced with actual toys by Tang to be added to the toy drive and donated. The campaign will last for three months and span the GCC region. The campaign's slogan, Prep, Drink and Do Some Good inspires and invites children to participate in the movement, was also released at the launching event. By the looks of it, the campaign may even exceed its goal in the number of toys to be donated.
