Until now, it had been the sports arenas and concerts that were grabbing the highest prominence as platforms for car promotion. The trend may soon change for the better. We hear that Land Rover is the trendsetter. The car maker is donating its automobiles for a cause and the by-product happens to be free publicity. The floods seem to have shaken over 14 million people in Pakistan with destruction spread over an area equivalent to the size of the United Kingdom. Land Rover will now be donating six Defender 110 station wagons.

Land Rover and the International Federation of Red Cross and Red Crescent Societies (IFRC) have together launched a new global initiative, named ‘Reaching Vulnerable People Around the World’. Land Rover has pledged to help national Red Cross or Red Crescent societies implement or set up priority programmes in 15 nations over the next 3 years. Extra focus would, however, be on two extensive humanitarian programmes in Sierra Leone and China.

Pakistan Red Crescent Society would be getting six Defender 110 station wagons to aid its disaster relief operation. Mobility is getting difficult with roads and bridges being badly damaged. Many areas have been cut off from normal transport links. The Land Rover cars will now be used to distribute the basic necessities of food, water, shelter and medical supplies to the thousands of people in the most remote and cut-off communities. Jaguar and Land Rover employees are also raising funds 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.”

New cars from Land Rover will help the Sierra Leone Red Cross Society reach remote communities, improve access to health care and safe water, strengthen communities so they get tougher and are ready to face future disasters and support young people influenced by civil war.

Provinces in China worst affected by HIV contractions will also get help from Land Rover. The Reaching Vulnerable People Around the World initiative is believed to be helping the Red Cross Society of China’s HIV awareness programmes. All in all, the car maker’s support will offer vital help to over 120,000 vulnerable people in Sierra Leone and China.

Phil Popham, Land Rover managing director, said: “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.”