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Such hard times have moved many establishments to show solidarity with the nation and the government, offering a helping hand through various social responsibility programs and campaigns. However, Misr Italia Properties, with its latest initiative A Message of Hope has raised the bar of corporations’ social responsibility role. Drawing its attention to sectors and people that have been most affected by the pandemic, the initiative targets the medical and caregiving industry, including orphanages and nursing homes, as well as supporting workers with irregular employment. 

“Contributing through effective steps and real impact on society is the core of Misr Italia Properties’ strategy and plan to support the most affected groups in such exceptional times”, said Mohammed Hany El-Assal, CEO and Managing Director of Misr Italia Properties.

With the main objective of showing solidarity with the community and spreading positivity for a better tomorrow, in its ongoing battle against the pandemic, Misr Italia Properties launched A Message of Hope, joining forces with several social organizations, to which it also made a sweeping donation. The company provided the health sector with 10 ICU monitors, donated to Al Abbaseya Fever Hospital.

And because the elderly are the most vulnerable to the pandemic, Misr Italia Properties partnered up with the Egyptian Red Crescent, to supply various nursing homes in Greater Cairo with disinfectants, sanitisation materials, and personal hygiene kits, in an attempt to aid lowering the risk of contamination. 

In addition, both residents and caregivers were offered medical care services for two months, including regular checkups and free medication. The company also held several sessions to raise awareness of the pandemic and the means of its prevention.

A Message of Hope has also extended its efforts to provide for families affected by the pandemic’s repercussions on irregular employment, by supplying them with ‘Box of Hope’; a collaborative effort between Misr Italia Properties, its employees, La Nouva Vista community, and Al Orman Association, to supply families in the Matrouh Governorate with 1,700 food boxes during Ramadan, when the crisis was at its peak.

 “Our employees wanted to show gratitude to the workers, whether in the real estate sector or others, for the daily risks they face in their work by taking part in the ‘Box of Hope’ which contains different food essentials”, continued El-Assal.

The company’s positive campaign also managed to draw a smile on orphans’ faces during Eid, by collaborating with the Egyptian Clothes Bank to offer them ‘Gifts of Hope’ which included boxes of new clothes and gifts to celebrate the season.

The campaign goes in parallel with the company’ strict adherence to precautionary measures approved by the government and the WHO when it comes to the safety of its employees, who were allowed to work from home. The company has also implemented a strategic plan to tackle the crisis, while maintaining the safety of both its employees and clients.

A Message of Hope isn’t the first social campaign by Misr Italia Properties. Earlier this year, the company launched ‘One Move Saves Many’, which urged people to help curb the outbreak of the pandemic by staying at home, while lifting their spirits with various positive, engaging activities.