The new logo for The Box Appeal was designed by North55. The new logo for The Box Appeal was designed by North55.

Rezidor hotels in the Middle East have launched The Box Appeal, a charity campaign in association with the Red Crescent aimed at supporting 10,000 labourers in the UAE.

Formerly known as the Shoebox Appeal, the campaign has been relaunched this year in order to raise increased awareness.

For the first time, all Radisson Blu and Park Inn hotels in the UAE along with sister hotels in Oman, Egypt and Bahrain will take part in the campaign — which was founded four years ago by Radisson Blu Hotel Dubai, Media City.

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Overall 10 hotels will take part in The Box Appeal 2011; with the seven hotels in the UAE aiming to collect 10,000 boxes between them containing essential daily items for the country’s labourers.

The campaign is also being supported by companies such as North55, which designed a new logo for the appeal, and Radio 1 and Radio 2, part of Gulf News Broadcasting, which has promised an unprecedented cross station campaign.

Residents across the region are being encouraged to take part in The Box Appeal by collecting a box from any Radisson Blu or Park Inn Hotel in Dubai, Abu Dhabi or Sharjah and filling it with basic items such as toothpaste, t-shirt, a cap and shaving cream, before returning to the hotel.

Marko Hytonen, area vice president, Rezidor Hotel Group, commented: “As a company we have a long history of responsible business. It seems fitting to take this campaign region wide this year and help as many people as possible. It only takes a little time and effort to make a big difference.

“We’re also really pleased to see how much support The Box Appeal has garnered from local charities and companies, including Red Crescent, North55 and Gulf News Broadcasting. We hope that the new look of the campaign will capture the public’s imagination, making this the most successful year in the history of The Box Appeal.”

Over the four years the appeal has run, over 20,000 boxes have been donated, the equivalent of AED 2 million.

This year’s Box Appeal will run between August 15 and September 15.

For a full list of locations of where you can pick up boxes please visit facebook.com/theboxappeal