On 4 February, ActionAid launches the Ready for Anything campaign, which will help the world’s poorest people everywhere from Afghanistan to Burma to prepare for the next big disaster, helping to save lives now. Throughout the campaign from 4 February to 3 May, every donation made by people in the UK will be doubled by the government, helping twice as many people.
Donations from the campaign, which has a target of £1.1 million, will go to disaster preparedness programmes across countries including Malawi, Burma (Myanmar), Afghanistan and Nepal, helping thousands of the world’s poorest people prepare to survive the next disaster.
As part of the appeal, the charity is holding its first annual Global Emergencies Week from 18 to 24 February, with people across the UK staging fundraising events from gigs to cake sales to raise even more for ActionAid’s emergency response.
Emergencies are becoming more frequent and growing in intensity. Between 250 and 300 million people are affected by disasters and conflicts every year, but this is expected to rise significantly. By 2015, the number of people affected by climate-related disasters alone is set to reach 375 million. Natural disasters hit the poorest people hardest – those who survive the initial disaster are left with their lives destroyed. Although not always in the news, flooding presents a regular and serious threat to people living in poor countries – but it is a threat which can be mitigated with help.
Justine Greening, Secretary of State for International Development, said: “Natural disasters hit those in the developing world particularly hard. By helping to equip communities and to prepare, ActionAid is helping to ensure that natural disasters do not have to become tragedies, ruining and costing lives.”
“Reducing the impact of natural disasters saves money, lives and livelihoods, and helps poor rural communities develop longer term ways of earning a living from the land they depend on. Through DFID match funding, UK taxpayers will help double the impact of ActionAid’s Ready for Anything campaign so that vulnerable people have a better chance of surviving the next natural disaster they face.”
Richard Miller, executive director of ActionAid UK said:“We can’t stop disasters from happening, but we can prevent them from becoming tragedies. Put simply, if you are prepared you are more likely to survive. ActionAid have been working with poor communities on building their preparation for and resilience to emergencies, and we know that this vital work saves lives. Because every UK donation to Ready for Anything is doubled by the UK government, we can help to save twice as many lives through this remarkable and important appeal.”
During the appeal, the charity is hosting its annual gala event, Call My Wine Bluff, which takes place on Thursday 18 April at Plaisterers’ Hall in London. The event features a celebrity panel in a wine-themed take on the classic TV game show, and in previous years panellists have included Emma Thompson, David Mitchell and Jo Brand. Tickets are £295 per person or a table of ten for £2,655 from actionaid.org.uk and, as with the wider campaign, all donations made at the event itself will be doubled by the UK government. Call My Wine Bluff has raised more than £625,000 so far to support children and communities who face poverty and injustice.
As well as the partnership with the UK government, the appeal is being run alongside Laithwaite’s Wines, who have been working with ActionAid for a number of years, and will be promoting Ready for Anything to their UK-wide customer base.
The campaign mechanisms include direct mail, HTML email and media advertising, and fundraising linked to ActionAid’s established annual gala fundraising event, Call My Wine Bluff amongst other fundraising events.