CAIRO: Sorouh Real Estate unveiled the world's largest poster that aims to raise funds for the Red Crescent, part of its commitment to corporate social responsibility. Within the next few months, Sorouh plans to collect one million faces to be placed on the poster. Anyone can upload their pictures at no cost by visiting the campaign's website: www.sorouhfaces.com. For every photo gathered, Sorouh will donate $1 to the UAE's Red Crescent, totaling a $1 million donation. "Our $1million donation will help fund a new Red Crescent program which will repair and reconstruct homes of the underprivileged in the UAE, said Masood Al Awar, Sorouh's executive director of sales and marketing and advisor to the chairman. "This program is close to our hearts, as housing is one of our main areas of activity. Headquartered in Abu Dhabi, Sorouh was established in June 2005 with a capital of 2.5 billion dirham. Today, it has become one of the largest real estate developers listed on the Abu Dhabi Securities Market with a market capitalization close to 11.3 billion dirham. Sorouh has invested over 40 billion dirhams in four projects under development in the Emirates. Certified by the Guinness Book of World Records, the poster is 20,000 square meters in size and measures 200 by 100 meters. Clearly visible on the flight path to Dubai International Airport, the poster is part of a new advertising medium launched in Dubai and will spread to other sites around the world in the coming months. "Innovation, creativity and responsibility to society are inherent to Sorouh's business ethics and corporate culture, explained Al Awar. "We are proclaiming our adherence to supporting the welfare of others who are not always fortunate enough to have a roof over their heads and who strive for a better life.
