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World Food Programme appoints JWT Kuwait to lead drought relief campaign

The United Nations World Food Programme (WFP) appointed the Kuwait office of JWT with the responsibility of producing their next integrated campaign in support of the Horn of Africa.

The campaign will back the upcoming launch of a charity single song composed and performed by renowned artist Sami Yusuf in support of the populations stricken by the terrible droughts in Somalia and its neighbouring countries. 

"We are immensely grateful to JWT Kuwait for lending their creativity and strategic input in support of our relief efforts in Somalia and the Horn of Africa through our partnership with Sami Yusuf. They are not only offering us valuable time and resources for this campaign, but are also delivering the best possible creative work and service we could hope for," said Ashraf Hamouda, Head of Partnership & Business Development for WFP in the Middle East, North Africa and the Gulf Region. "Our smooth collaboration will hopefully help make this campaign a success and ultimately enable WFP to mobilize support and save more lives."

"The situation of the people in the Horn of Africa is incredibly desperate and leaves us deeply dismayed," said Karim Bitar, Managing Director of JWT Kuwait. "We are honored to be associated with WFP, and we hope that this campaign, in partnership with Sami Yusuf, will represent a unique opportunity for all of us to contribute by helping to save lives and take part in a corporate social responsibility activity that can provide real assistance to the victims of this tragedy."

The first collaboration between JWT Kuwait and WFP will be a concert performance by British singer Sami Yusuf that will take place in Dubai in December 2011. Heralded by Time Magazine as "Islam's Biggest Rock Star" due to his overwhelming success in attracting a diverse fan base from regions across the world, many of whom are relatively young with Muslim backgrounds, Sami Yusuf has sold over 9 million albums, making him one of the UK's biggest exports over the last decade. All profits generated by the concert will go to WFP to help finance relief operations in the Horn of Africa.

WFP is the largest humanitarian agency fighting hunger in the world and is funded entirely through voluntary donations. WFP activities in the Horn of Africa have been feeding 8 million people in Somalia, Ethiopia, Kenya, Uganda and Djibouti, with an emphasis on supporting starving children and their mothers in the worst drought to have struck the region in 60 years.

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