Keep an eye out for our latest Laila Rice Campaign. We are seeking partners to help us deliver 1 million meals worldwide to those who need it.
Read below of how the campaign has gained momentum over the years.
Laila, Rice for Life 2011
Our first ever Rice for Life campaign was launched in September 2011 in response to the worst floods in Pakistan’s history. The campaign raised vital funds for the British Red Cross’ relief efforts. As part of the recovery process, the British Red Cross provided people with seeds and fertiliser; enabling them to restore their financial independence, and look after their families and live with dignity. Seeds and fertiliser were identified as playing a key role in the recovery process for thousands of families which relied on agriculture as a source of income.
Laila, rice for life in partnership with British red cross
Our second ‘Rice for Life’ campaign returned with the simple message – buy one pack, save one life. Funds raised from promotional Laila rice packs were ploughed into British Red Cross’ work in Pakistan to prevent easily treatable diseases from claiming lives needlessly.
Donating 20p for every pack sold, each purchase genuinely had the power to save one life. The campaign highlighted how, what seems small change in the UK, can literally be the difference between life or death in Pakistan, with just five sachets of oral rehydration salts, costing a mere 20p, able to save the life of a child suffering from diarrhoea or one simple immunisation for a child having the ability to prevent life-threatening diseases such as tuberculosis.
Laila, Rice for Life in partnership with the trussell trust
Our most ambitious ‘Rice for Life’ campaign to date – to donate one million servings of rice to the hungry via UK foodbanks and NGOs in India and Africa.
Our third ‘Rice for Life’ campaign involved a noticeable shift from a focus on international aid, to also recognising the need for charitable donations in the UK, in light of the growing number of families at crisis point here.
The Trussell Trust, which operates the largest network of foodbanks in the UK, was one of our key distributing partners in the UK for the project, which was also backed by some of the world’s most highly regarded chefs, including Ken Hom OBE, Cyrus Todiwala OBE and Anjum Anand, as well as London Food Board chair Rosie Boycott.
Laila, Rice for Life in partnership with nhs blood and transplant (NHSBT)
The latest partnership had an aim to significantly uplift the numbers of people donating blood from black, Asian and Arab communities.
The Rice for Life campaign highlighted the continued need for more donors to come forward. Only 5% of England’s blood donations come from people of BAME heritage – however BAME communities account for more than 14% of the UK population.
Harry Dulai, Laila Foods MD, said: “As a top 3 UK rice brand, popular with the UK’s BAME communities, Laila is perfectly placed to deliver this critical and life-saving message to people of all backgrounds and we are proud to work alongside the Shahid Afridi Foundation and NHS Blood and Transplant to try and help boost the donor database.”
In a bid to drive awareness of the critical shortage of black, Asian and Arab donors, promotional packs were rolled out in stores, supported by Laila teams who pitched up at Morrisons stores across England, working alongside our NHSBT experts to raise awareness and give people the chance to try some tasty food and find out how they can become lifesavers.
The campaign was backed by celebrity chefs Ching-he-Huang and Cyrus Todiwala with the official campaign video attracting over 40k Youtube views. The campaign was hailed a huge success by NHS Blood & Transplant, who reported the highest BAME New Donors Registering & Donating in the last three years during the months the campaign ran. It also helped raise awareness with significant media pick up.