The Emirates Red Crescent, in collaboration with the OMO and Comfort, Unilever's leading fabric cleaning and fabric conditioning brands, has set the Guinness World Records title again for the largest collection of clothes for donation to the poor.

Last year the record was set at 146,411 items and this time over 153,240 clothes were collected, washed with OMO and Comfort and donated to the less fortunate with the help of Emirates Red Crescent. The record was made official by Guinness world records adjudicator Samer Khallouf.

The donations were collected through in-mall stands where people could drop off their clothes as well as through a direct line where consumers could call to have a representative pick up the apparel from their homes.

Mohammed Abdullah Alhaj Al Zarouni, General Manager of the Dubai branch of the UAE Red Crescent, said the response received from the people of the UAE this year was so inspiring. "This campaign truly embodies the spirit of giving in Ramadan and is another proof of the great values rooted in the people living in this country."

Those donations will help several people in need and will continue with the help of partners to support the nations that require attention and focus on reaching to as many people as possible, he added. "We look forward to another successful partnership with Unilever next year and to promote the different aspects of humanitarian work that we do."

Ageel Angawi, Vice President Marketing, Foods, Refreshments, Homecare, Unilever North Africa and Middle East, said this is the sixth year to run the campaign 'Share a touch of love' in the UAE and every year there is a remarkable increase in the number of people giving back.

"It has become a household charitable act that consumers await and love to take part in. We would like to thank the people of the UAE who have supported the campaign passionately and helped us break the title two years in a row."
Source: Khaleej Times