JEDDAH — To mark the brand’s 60th anniversary in the Middle East and the launch of its #share_the_softness campaign, Kleenex Arabia has decided to donate SR1 to the First Welfare Society orphanage in Jeddah for every purchase of its bundle pack of facial tissues.



The inspiration behind the #share_the_softness campaign is Sariya Islam, one of the co-founders of the orphanage who has dedicated 60 years of her life to touching the lives of more than 2,000 orphans with her softness. The campaign kicked off in Ramadan and will continue till the end of August.



Commenting on the campaign, Saad Abdullah, marketing manager at Kleenex Arabia, said: “Kleenex has been seen as a trusted and much loved brand for millions of families in the Kingdom over the past 60 years. Our latest #share_the_softness campaign illustrates our continuous commitment to building better communities in the region. We urge residents of the Kingdom to take an active part in our campaign by supporting our charity effort. All donations raised will help in touching the lives of thousands of Saudi orphans.”



The First Welfare Society orphanage was established in 1963 by a number of active women from the local community. The initiative came in the backdrop of socio-economic development in the Kingdom and the need for community action to improve healthcare, education and local capabilities.



Today, the orphanage has contributed in raising thousands of children by giving them all care and support needed to become successful members of the community. — SG