ENOC's Feeding the Hungry Campaign
Emirates National Oil Company (ENOC) has unveiled its most ambitious Corporate Social Responsibility (CSR) campaign to date with the launch of the ‘Human Fuel’ initiative, in partnership with the United Nations World Food Programme (WFP) and Dubai Charity Association.
The new campaign aims to raise funds to support WFP and Dubai Charity Association in their concerted efforts to address global hunger. The United Nations Food & Agriculture Organisation estimates that in 2012 one in eight people, nearly 870 million, across the world were suffering from chronic undernourishment. Nearly all the hungry people live in developing nations.
Through the far-reaching campaign, ENOC aims to encourage its customers to make donations to WFP programmes such as school meals or for provision of food where it is most needed. Even a contribution of one dirham can make a huge difference to the lives of the hungry, as the amount can feed a child for an entire day.
Special donation boxes have been placed across the entire network of ENOC/EPPCO service stations in Dubai, where motorists can conveniently make their donations. They can also visit a dedicated and secure website at https://wfp.org/enoc to make their donation. The campaign will continue for one year, and will be a flagship CSR initiative of ENOC through 2014, in addition to its regular activities including the charity initiatives during the Holy Month of Ramadan and other environmental and educational campaigns.
Saeed Khoory, Chief Executive Officer of ENOC, said: “The ‘Human Fuel’ campaign with an aim to feed the hungry is our largest and most ambitious CSR initiative to date, highlighting our commitment to partner with the community to make a positive and meaningful difference to the poorest people across the world. It also reflects the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, to strengthen Dubai’s partnership in initiatives that support the social and economic welfare of underprivileged communities globally.”
He added: “Through our large network of fuel stations, we can effectively reach out to the largest cross-section of the community, and provide them a convenient way to make simple but highly effective contributions to address global hunger. We are thankful to the World Food Programme and the Dubai Charity Association for their support. We will commit our resources and focus on making the ‘Human Fuel’ campaign a true milestone success in our history of undertaking CSR initiatives.”
His Excellency Ahmed Al Mismar, Secretary General, Dubai Charity Association said: “We congratulate ENOC for stepping forward to support our efforts to address global hunger. At Dubai Charity Association, we are committed to make a difference to the world we live in, with a particular focus on communities that are largely ignored by all humanitarian assistance. The reality of hunger causes extreme concern as it affects nearly one-eighth of the total population, denying them a chance to lead fulfilling lives and diminishing their productivity, which in turn pushes them into a vicious cycle of poverty. Dubai has a strong history of supporting noble causes, and through the ‘Human Fuel’ campaign, we can once again highlight our city as truly caring about the welfare of humanity.”
Elise Bijon, WFP Partnerships & Business Development Manager for the Middle East, North Africa, Eastern Europe and Central Asia, said: “We are honoured to join forces with Dubai Charity Association and ENOC through this campaign and share the vision of a world where all children, women and men have access to the food they need to realise their full potential. ENOC’s initiative offers all Dubai residents the chance to take part in the fight against world hunger. Together we can make a tangible impact in the lives of families in need, every dirham counts.”
By fighting hunger world-wide, WFP is using food aid assistance to support social and economic development, boost school enrolment and women empowerment, as well as help refugees, internally displaced people and victims of natural disasters meet their refugee and other emergency food needs, and promote food security based on the recommendations of the UN and FAO in the most vulnerable communities. In 2012, WFP provided food assistance to 97 million people in 80 countries.
As part of the new campaign, marketing materials have been allocated in ENOC/EPPCO service stations highlighting the objective and encouraging motorists to make a contribution. Through the tagline ‘Human Fuel,’ ENOC is connecting its core service and reminding customers that a kind gesture from their part can indeed fuel humanity – by feeding the most deprived communities with food often for their very sustenance and nourishment.
‘Human Fuel’ is also a perfect fit to the core values of ENOC including teamwork, respect and customer focus, and brings the company’s corporate vision to be a socially responsible organisation to the forefront.
Over the years, ENOC has demonstrated its thought leadership in undertaking innovative CSR initiatives and was honoured with the Dubai Chamber CSR Label award for making a positive impact on the community; Asia’s top laurel for Best Corporate Social Responsibility Practices at the Asian Leadership Awards; and The Bizz Award, one of the most prestigious business awards world-wide, for outstanding corporate social responsibility practices.