Pakistan’s leading humanitarian and social welfare services organisation, the Edhi Foundation is looking forward to an even larger than ever before public support, for its traditional Ramadan fundraising, in this first Ramadan without the enlightened leadership of its founder, Abdul Sattar Edhi. For this purpose, the Foundation is partnering with Coca-Cola Pakistan in a multi-faceted fundraising campaign entitled “Bottle of Change” that Coca-Cola will devise and execute across the country. A key feature of the campaign will be that Coca-Cola will double all donations received during the campaign, apart from spending a very large sum on a multi-dimensional publicity campaign for this great humanitarian institution.
The main message of the campaign, appealing to public consciousness will simply be that Edhi Sahab’s legacy and mission must carry on. While the people of Pakistan have always supported Edhi Foundation throughout the year, the holy month of Ramazan has traditionally been the time of the year when public support has reached a peak, and donations to the Foundation, both zakat and non-zakat, have registered a huge increase.