The charity launched the ‘Spirit of Seva’ appeal at the Asian Business Awards in London last week, where it was named Charity of the Year for the second consecutive year. The charity is aiming to raise over £100,000 to provide 250,000 medicare units and free medical care for elderly people isolated in India’s rural communities and urban slums.
The Asian Times and Eastern Eye have agreed to provide Help the Aged with editorial and free advertising space to help raise money for the campaign. The charity also plans to target ethnic websites and national, regional, consumer and trade press.
The campaign is part of a wider initiative to bring Help the Aged closer to the British Asian community.
Around 90 per cent of people live without adequate medical or financial support in India, which has an elderly population of approximately 75 million.
‘The close relationship we have forged over the last year with Eastern Eye and the Asian Business Awards will be even stronger with their commitment to raise vital funds to help those in need in India,’ said Help the Aged head of charitable partnerships Jill Nadolski.