Land Rover and the International Federation of Red Cross and Red Crescent Societies (IFRC) have launched a new global initiative, under the theme ‘Reaching Vulnerable People Around the World’.

Over the next three years, Land Rover has committed to help national Red Cross 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 in response to 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 in the form of 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.

“This new partnership with Land Rover will help us respond more quickly and effectively to help vulnerable people in local communities across the world,” noted IFRC under secretary general for programme services, Matthias Schmale. “We appreciate 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.”

Phil Popham, Land Rover managing director, added: “Since 2007 Land Rover’s support to the IFRC has included the donation of 60 vehicles, raised over £2.5 million and reached nearly 100,000 people. Therefore, we are proud to again be working in partnership with the IFRC on important humanitarian initiatives such as these. The support we provide will help change lives across the world – making a huge difference to vulnerable people in hard-to-reach areas, both locally and overseas.”

Land Rover’s support will enable the Sierra Leone Red Cross Society to reach remote communities, improve access to health care and safe water, strengthen communities so they are more resilient to face future disasters, and support young people affected by civil war.

This global initiative will also support the Red Cross Society of China’s HIV awareness programmes in the country’s worst-affected provinces, focussing on those who are particularly vulnerable to contracting HIV.

In total, Land Rover’s support will provide vital help to over 120,000 vulnerable people in Sierra Leone and China.

In fifteen countries, Land Rover assistance will strengthen existing Red Cross and Red Crescent programmes or help develop new initiatives.

www.redcross.org.uk/landrover