Television Commercial Now Running On Global TV Channels
Filming has been completed on a powerful international television commercial for Arab Aid, the umbrella name for the Arab National and Regional Development Institutions that has involved location shooting in eight separate countries.
The television commercial is now being aired on international television stations including CNN, BBC World and TV5 to showcase the breadth and scope of the development aid Arab Aid provides around the world.
Since 1974 Arab Aid has provided loans worth $US 70 billion to help work in 147 countries providing support for major projects including healthcare, education, infrastructure, agriculture and the alleviation of poverty.
The investment in these projects has helped to save tens of thousands of lives, deliver first class education, feed the hungry, generate long-term economic investment and create jobs and prosperity.
The television commercial has met the challenge of Arab Aid by their of producing material that reflects the essence of the work undertaken by the organisation internationally.
To shoot the location footage crews were sent to film projects in Albania, Egypt, Eritrea, Mali, the Maldives, Pakistan, Senegal and Tunisia. Post production and additional filming was undertaken in South Africa.
Arab Aid comprises the Abu Dhabi Fund for Development, Kuwait Fund for Arab Economic Development, The Saudi Fund for Development, The Islamic Development Bank, The OPEC Fund for International Development, The Arab Fund for Economic and Social Development, The Arab Bank for Economic Development in Africa (BADEA) and the Arab Gulf Programme for United Nations Development Institutions (AGFUND).
Speaking on behalf of the Group, Mr. Mohammed Al Suwaidi, Operations Director of the Abu Dhabi Fund, said: “This will be the first time the group has undertaken such a large scale communication exercise to promote its work. The production and broadcast of this television commercial is at the heart of our campaign to highlight the pivotal role of Arab development aid in creating brighter futures for millions of disadvantaged people.
“We were determined to create something that would have impact and reflected both the geographical spread of our work and the breadth of work undertaken through the loans granted by the funds to support development projects all over the world.
“The Group is looking forward to the international broadcast of the commercial that is timed to coincide with our presence at the Annual Meetings of the World Bank and the International Monetary Fund.”
Arab Aid will host its own seminar and the welcome reception during the Programme of Seminars held from September 20-22 and organised by the World Bank Group. It is also participating in a major regional exhibition being organised by Dubai 2003, the organisation created to host the Annual Meetings of the World Bank Group and International Monetary Fund in September.
Mr. Al Suwaidi explained that the commercial tells separate stories of how Arab Aid has helped change the lives of people living in countries such as Senegal, Honduras and Pakistan.
The Arab Aid television commercial is part of an ongoing campaign to raise international awareness of the work it does and deliver the message that the Arab World remains the world’s most generous provider of development aid – at times accounting for almost a quarter of total annual aid pledged by the international community.
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For further information, please contact:
Kevin Hasler/Ashraf Al Shakaa
Bates Pan Gulf PR,
Dubai,
UAE.
Tel: 971 4 2219065
Fax: 971 4 2247839
Email: publicrelations@batespangulf.com
© Press Release 2003
