Earlier this week, Exp hosted its annual Christmas Party and celebrated 25 years in the brand marketing field. But the end-of-year celebrations went down in a much more meaningful way than just enjoying lunch, entertainment and drinks, as year-end functions typically go.
At the lunch, Exp announced that as part of its 25th anniversary celebrations this year, it would make Christmas a little brighter for the children of the Tomorrow Trust, an organisation caring for children orphaned by HIV and AIDS.
“The children of the Tomorrow Trust were not born with a silver spoon in their mouths. So while Exp celebrates 25 years of memorable brand experiences, we have also decided to give 10 children, for every year we've been in business, a memorable Christmas dinner,” said Group Director, Marketing and Strategy, David Boon.
Exp made a donation of R10 000 to the non profit organisation.
UNICEF's Framework for the Protection, Care and Support of Orphans and the Vulnerable Children Living in a World with HIV and AIDS: “By 2010, the number of children orphaned by AIDS globally is expected to exceed 25 million.
“Children who have been orphaned by AIDS are frequently shunned by society, denied affection and are and left with few resources to fall back on. For economic and other reasons, many of these children drop out of school. They sometimes suffer from malnutrition and ill health and are at risk of exploitation and abuse, increasing the chances that they, too, will contract HIV/AIDS.”
In addition to the cash donation, which will go towards Christmas for 250 children, Exp also made a commitment to become a partner of the Tomorrow Trust: “Beyond this year's financial contribution, we also make a commitment to become a partner of the Tomorrow Trust going forward by making an annual financial contribution and getting involved on a personal and interactive level with the Tomorrow Trust,” announced newly appointed, Exp South Africa CEO, Justin Sampson upon handing over the cheque to Tomorrow Trust Director, Kim Feinberg at the lunch.
An excerpt from one of the Tomorrow Trusts previous coffee table books “Tomorrow” reads: “What does normality mean to a child? For most of us its birthday parties with ice-cream and cake, a mother's comfort and a father's strength. The feeling of being completely secure, having the opportunities and happy memories to share. The children of the Tomorrow Trust have none of this!”
Exp staff made a commitment to visit the children of the Tomorrow Trust at intervals throughout the year, to give them the personal human touch which they so desperately crave and to become involved in the personal interests and dreams of these children.
Kim Feinberg, Director of the Tomorrow Trust says: “We thank Exp for this contribution, which will go a long, long way to making the Christmas of these children a little brighter. The surprise announcement by Exp to continue their partnership with the Tomorrow Trust beyond the Christmas donation is wonderful and welcome news. We are all enormously grateful. No donation, no matter the amount, even R1, is ever too small. Every amount contributes to making a difference.”
If you wish to make a donation or get involved with the Tomorrow Trust, please contact them at email@example.com or visit www.tomorrow.org.za.