Pakistan’s leading humanitarian and social welfare services organization, the Edhi Foundation is looking forward to even larger than ever before public support, for its traditional Ramazan fundraising, in this first Ramazan without the enlightened leadership of its founder, Abdul Sattar Edhi. For this purpose, the Foundation has partnered with Coca-Cola Pakistan in a multi-faceted fundraising campaign entitled “Bottle of Change” that Coca-Cola will devise and execute across the country. A key feature of the campaign will be that Coca-Cola will double all donations received during the campaign, up to a limit of Rs. 25 million, apart from spending a very large sum on a multi-dimensional publicity campaign for this great humanitarian institution.

Coca-Cola has engineered an innovative element in the campaign #BottleOfChange by using its bottle to collect donations. The people of Pakistan can collect donations in the Coca-Cola bottles which can then be shared with 300+ Edhi Centers and designated 75,000+ collection points across Pakistan through partnership with Easy Paisa and other retail partners. The main message of the campaign, appealing to public consciousness will simply be that Edhi Sahab’s legacy and mission must carry on. While the people of Pakistan have always supported Edhi Foundation throughout the year, the holy month of Ramazan has traditionally been the time of the year when public support has reached a peak, and donations to the Foundation, both zakat and non-zakat, have registered huge increase.