Land Rover’s Hope Boxes campaign has come to a successful conclusion, collecting a record 16 337 essential items in winter this year, significantly higher compared to last year.
This record success was made possible thanks to exceptional efforts of the Land Rover national retail network staff and their customers, head office staff, Western Province Rugby and Land Rover Rugby Ambassadors. Retailers and partners each hosted collection drives to assist in filling Hope Boxes – purpose-built containers finished in recognisable Red Cross branding.
Lisa Mallett, Marketing Director, Jaguar Land Rover South Africa said:
“I’m incredibly humbled by the enthusiastic participation from our customers, retailers and rugby partners, for this year’s Hope Boxes campaign. They didn’t do this because they felt obligated, but rather because they believe in Land Rover’s values of going above and beyond for our communities.”
Items collected in the Land Rover Hope Boxes ranged from non-perishable foodstuffs and toiletries, to blankets and clothes – all essentials that will make everyday life more comfortable for thousands of South Africans in underprivileged communities. Land Rover has worked with the South African Red Cross to distribute this aid, including delivering emergency relief to the community of Knysna, Western Cape after the coastal town was ravaged by fires in June 2017, with thousands displaced after losing their homes. Most recently, on a smaller scale, aid was delivered to the community of Primrose, Germiston.
Land Rover also arranged a personal delivery of Hope Boxes aid to the Red Cross-supported Eventide Old Age Home, in Brakpan, east of Johannesburg. With the involvement of Jaguar Land Rover South Africa head office, the elderly residents of this retirement home were treated to a day of socialising and attention, while teams worked to help maintain the facility.
Pampering stations were set up, giving residents the opportunity to get a manicure, pedicure or new hairstyle. Land Rover’s aid team also got residents active and took them for a walk around town.
During these social activities, maintenance was performed to improve living conditions. Railings and walls were given an overhaul and lick of new paint, leaks were fixed in the roofing, and thick curtains were hung up to give residents’ rooms more privacy.
The day ended off with an afternoon tea, where each resident was provided with a hamper containing essentials.
Mallett said:
“Hope Boxes forms part of our Hope Crosses Any Terrain programme, which sees a number of initiatives that aim to improve 12 million lives by 2020. It’s also part of our long-standing, international partnership with the Red Cross. We look forward to working with them and making a difference to thousands more lives in the coming years.”
