Recycled Bags for Charity
The initiative repurposes non-biodegradable PVC material that would otherwise end up in landfill. The bags, including backpacks and insulated coolers, are now on sale to raise funds for the Al Noor Rehabilitation and Welfare Association for People of Determination.
Proceeds will support education, skills training and inclusion programmes for over 200 students aged four to 35. Students from Al Noor participated in the production process, which was carried out in partnership with Jasani Bags. The project fully funds its own creation and diverts thousands of kilograms of plastic waste from the environment.
Al Noor, based in Dubai, is expanding its services to include adults with special needs and a new Assistive Technology Unit open to the wider community.
Paula Gharizi, Brand Director for Jaguar Land Rover MENA, said: “Defender has a proud history of supporting communities around the world, and that continues to guide us today. Every step we take is rooted in our mission to create a better future and deliver meaningful outcomes for society. This initiative brings that mission to life, giving our advertising a second life, diverting waste from landfill and transforming it into something that funds education and opportunities for People of Determination.”
This effort forms part of Defender’s sustainability roadmap, which emphasises responsible production and material repurposing. The brand plans to apply similar approaches to future advertising campaigns across the region, linking environmental responsibility with community support.
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