The Box Appeal is a charity initiative run by Radisson Blu, Park Inn by Radisson hotels and Radisson Royal Hotel Dubai in the UAE, Bahrain, Beirut, Muscat and Cairo. It was originally created in 2008 as part of the Radisson Blu and Park Inn’s Responsible Business Action Month that takes place every year in September.
This year the campaign runs between the 15th of September and 15th of October. The concept is simple: Small Box. Big Difference.
People around and in the UAE, Cairo, Beirut, Muscat and Bahrain are asked to pick up a box from the nearest participating hotel and fill it with essential goods from a provided list which includes:
t-shirt, cap, disposable razor, shaving cream, deodorant, toothbrush, toothpaste, small hand towel, comb, soap, shampoo and talcum powder.
Schools, companies and the general public enthusiastically commit to filling boxes. One of Dubai’s popular radio stations promote the campaign on air, actively getting involved in distributing the boxes to schools and organisations.
In collaboration with the Red Crescent, these boxes are then distributed to those most in need across the region – for example construction workers in Dubai and needy families in Cairo.
Last year they reached their target of 17,500 filled boxes. This year they distributed 20,000 boxes.