Aug 28, 2010
Land Rover and the International Federation of Red Cross and Red Crescent Societies (IFRC) have come together and launched a new global initiative, under the theme ‘Reaching Vulnerable People around the World’. 
Over the next three years, Land Rover have committed themselves to helping the national Red Cross and/or Red Crescent societies implement or step up priority programmes in fifteen countries with a particular focus on two extensive humanitarian programmes in Sierra Leone and China.
In addition, and because of the worsening situation in Pakistan affecting over 14 million people in an area equivalent to the size of the UK, Land Rover is donating six Defender 110 station wagons to the Pakistan Red Crescent Society to help its disaster relief operation.
Many roads and bridges have been badly damaged; leaving many areas cut off from normal transport links. The vehicles will be used to deliver aid such as food, clean water, shelter and medical supplies to thousands of people in need, in the most remote and cut off communities. Jaguar Land Rover employees have also been raising money to support the relief operation through the British Red Cross.
IFRC under secretary general for programme services, Matthias Schmale said “This new partnership with Land Rover will help us respond more quickly and effectively to help vulnerable people in local communities across the world,” then going on to add, “We appreciated Land Rover’s long-term support. Their ongoing commitment will allow us to plan and implement sustainable humanitarian programmes to deliver lasting change for those affected by crisis. We have placed a high priority on risk reduction and disaster preparedness, and in that context, this initiative is extremely welcome.”
