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- The goal is to reach 10,000 pledges, to set a new Guinness World Record for tolerance and inclusion globally
- Anyone can take the Tolerance Pledge at one of Carrefour’s participating stores and online until the 4th of October
- For every pledge made, P&G and Carrefour will plant one Ghaf tree as a symbol of tolerance and inclusion
Dubai: UAE shoppers are being urged to show their support for living in a tolerant and inclusive society. The Tolerance Pledge campaign was launched by Procter & Gamble and Carrefour in July of this year, and so far more than 6,000 of the UAE’s consumers and residents have already recorded videos pledging their commitment to be more open to accepting diverse views and opinions. This remarkable figure underlines how important diversity and inclusion is to people living in the UAE.
The goal is to have over 10,000 UAE residents take the Tolerance Pledge, which will set a new Guinness World Record in a country that embraces more than 200 nationalities from around the world as residents. For every pledge made, P&G and Carrefour will plant one Ghaf tree thanks to a partnership with Dubai-based social enterprise Goumbook. (The native Ghaf tree is the UAE’s symbol of inclusion during the Year of Tolerance.)
Shoppers can sign the Tolerance Pledge in-store at their nearest participating Carrefour or online via their social media accounts, using the hashtag #TolerancePledge. The Tolerance Pledge initiative is running in-store until October 4th, with an online campaign running until the beginning of November of this year.
The Tolerance Pledge reflects the idea of promoting peace and harmony between different nationalities living together in the country, and reflects a multi-faceted society made up of dozens of religions and belief systems. Consumers wishing to take part via social media should record themselves saying the following: “I pledge to respect and accept people whose abilities, beliefs and culture are different from my own.”
Carrefour is hosting video booths in ten stores nationwide, to offer the public the opportunity to take part in the campaign. They can also upload a video of themselves reciting the pledge on their social media, on Facebook, Instagram and Twitter, by using the hashtag #TolerancePledge. At the end of November, each individual Tolerance Pledge video will be merged into one album and entered into the Guinness World Record book.
“The response to the first round of the campaign in July and August is testament to the belief that we all have a role to play in promoting inclusion. We live in a wonderful place, and we’re surrounded by diversity. Let’s all come together to pledge our support for a more welcoming and inclusive society that is open to all,” says Saranathan Ramaswamy, Sales Director for the Arabian Peninsula, Procter & Gamble.
Pledges can be made at Carrefour branches located in:
- Mall of the Emirates
- City Centre Mirdif
- City Centre Shindagha
- City Centre Deira
- Ibn Battuta Mall
- City Centre Me’aisem
- Dubai Festival City Mall
- Yas Mall
- Marina Mall - Abu Dhabi
- Al Saqr
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About Procter & Gamble
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
About Carrefour
Carrefour is one of the largest hypermarket and supermarket chains in the world. The brand was launched in the region in 1995 by Majid Al Futtaim, which is the exclusive franchisee to operate Carrefour in 38 countries across the Middle East, Africa, and Asia.
In 1995, Carrefour opened its first hypermarket in City Centre Deira UAE and through the years, expanded to over 250 Carrefour stores in 15 countries across the region, more than 750,000 customers a day. .
Carrefour operates different hypermarket and supermarket stores to meet the growing needs of its diversified customer base. In line with the brand’s commitment to provide the widest range of quality products and value for money, Carrefour today offers an unrivalled choice of more than 100,000 food and non-food products as well as thousands of household goods.
Carrefour is dedicated to rewarding its loyal customers and offering access to a unique and pleasant shopping experience through special offers and promotions throughout the year. Carrefour is committed to continued business growth in convenient locations across the Middle East, Africa, and Asia to create great moments for everyone, every day. More than 36,000 colleagues work at Carrefour stores operated by Majid Al Futtaim Retail.
About Carrefour in UAE
Carrefour was launched in the UAE in 1995.Today, Carrefour operates 31 hypermarkets and 71 supermarkets, employing more than 11,000 colleagues.
About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.
A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.
Majid Al Futtaim owns and operates 25 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in 37 markets across the Middle East, Africa and Asia, and operates a portfolio of more than 270 outlets in 15 countries.
Majid Al Futtaim operates more than 400 VOX Cinemas screens and 36 Magic Planet family entertainment centres across the region. In addition to iconic leisure and entertainment facilities such as Ski Dubai, Orbi Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm', and a Fashion and Home retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, Crate & Barrel and Maisons du Monde. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.
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About Goumbook
Goumbook is the leading social enterprise promoting sustainable living and green practices in the UAE and beyond since 2010. Goumbook's mission is to create a new global community focused on sustainability and environmental responsibility, uniting environmental experts, organizations, businesses and consumers.www.goumbook.com
Goumbook initiates and develops campaigns to raise awareness and support sustainable efforts in the UAE, through dedicated projects.
THE GIVE A GHAF TREE PLANTING PROGRAM:
The Ghaf tree is the UAE National Tree and a protected species.
Launched in 2011, the Give a Ghaf is an initiative aiming to boost awareness on the local ecosystem, protecting fauna and flora from the dangers or desertification, mass construction, water depletion and extinction.
An indigenous species, specifically of the UAE, Oman and Saudi Arabia, the Ghaf is a drought – tolerant, evergreen tree which is, possibly, the sturdiest plant of the harsh desert environment. The Ghaf can withstand very low rainfall and still stay green.
With over 50,000 seeds planted since the initiative started, the Give a Ghaf Tree Planting Program is not only helping bringing shade and greenery to the Middle East, it also turns CO2 emissions into clean, fresh air, for generations to come. For more information please visit www.giveaghaf.com
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