Brands are undertaking more active efforts towards fostering a more inclusive society. Procter & Gamble (P&G) and retail brand Carrefour partnered in similar vein in the UAE, where shoppers were encouraged to show support for living in a tolerant and inclusive society.
Launched in July 2019 P&G and Carrefour’s Tolerance Pledge has clocked in over 6,000 shoppers recording videos pledging their commitment to be more open to accepting diverse views and opinions. This figure underlines how important diversity and inclusion is to people living in the UAE.
The brands’ goal is to have over 10,000 UAE residents take the Tolerance Pledge in a country that embraces more than 200 nationalities from around the world as residents. For every pledge made, P&G and Carrefour will plant one Ghaf tree, courtesy a partnership with Dubai-based social enterprise Goumbook. The native Ghaf tree is the UAE’s symbol of inclusion during the Year of Tolerance.
“The response to the first round of the campaign in July and August is testament to the belief that we all have a role to play in promoting inclusion. We live in a wonderful place, and we’re surrounded by diversity,” said Saranathan Ramaswamy, Sales Director for the Arabian Peninsula, Procter & Gamble.
Shoppers can not only sign the Tolerance Pledge in-store but also online via their social media accounts, using the hashtag #TolerancePledge. The Tolerance Pledge initiative is running in-store until October 4, 2019, with an online campaign running until November.
Carrefour is hosting video booths in 10 stores nationwide, to offer shoppers the opportunity to take part in the campaign. They can also upload a video of the pledge on their social media, on Facebook, Instagram and Twitter, by using the hashtag #TolerancePledge. At the end of November, each individual Tolerance Pledge video will be merged into one album and entered into the Guinness World Record book.
