UN in Lebanon enlists TV for development fundraising
Posted: Wednesday, 13 March 2013, Beirut | Author: United Nations Informations Centre
Partnering with television is by no means a novelty for the United Nations, but harnessing the small screen’s scale and reach in raising funds for development projects is probably a trailblazer for the organization in Lebanon and the Arab region.
The UN Development Program (UNDP) in Lebanon in cooperation with the UN Information Centre in Beirut (UNIC-Beirut) launched on 4 March a one-year media partnership with Al-Jadeed TV, a leading Lebanese and Arab satellite television station, to promote the “Live Lebanon” initiative implemented by UNDP in partnership with Bank of Beirut and Arab Countries (BBAC).
The “Live Lebanon” initiative connects Lebanese individuals and associations around the world committed to local development projects in Lebanon. Projects are implemented in cooperation with local communities, especially municipalities, to support community priorities related to youth, health, environment, and small income-generating enterprises.
A memorandum of understanding was signed between Al-Jadeed’s General Manager Dimitri Khodr and UN Resident Representative Robert Watkins at a press conference in Beirut, in the presence of Goodwill Ambassadors supporting the initiative, BBAC’s Chairman Ghassan Assaf and several prominent media figures in the country.
In his statement at the conference, Watkins said the Lebanese media can play an especially critical role in helping achieve goals of the initiative. “The media create awareness and disseminate powerful information about the existence and scope of intense disparity facing Lebanese communities in a country with so much wealth. Media have the means to inspire, to literally shape the way people think and act, to shift public attitudes in simple, yet profound ways by bringing human stories to people and making emotional connections across social and physical divides,” he added.
Watkins thanked Al-Jadeed, which has established itself not only as Lebanon’s leading television channel but also one of the most well-known in the Arab world and among Arab diaspora. He pointed out that through Al Jadeed, the Live Lebanon message will reach millions of homes across the region and around the world.