Afghan carpet charity in appeal

A charity aiming to help the carpet industry in war-torn Afghanistan has drafted in Upward Curve PR for its launch.

Afghan Action's launch, to take place before Christmas, will mark the start of a three-year campaign. The charity wants to match its £230,000 government grant with donations.

Afghan Action will provide training in carpet weaving to young people in Kabul. The country is famous for its carpets but the industry has waned during decades of political and military conflict. More than 50 young people are already being trained, according to the charity.

'We'll be marketing the carpets for sale over here,' said Upward Curve account manager Alex Tudge. 'Some of the work is pro bono, such as creating the PR and marketing strategy for the organisation – but the launch, leaflet and logo design are paid for.'

Tudge said after recognition had been achieved for the charity, Upward Curve would be involved in event-based projects.

Afghan Action plans to train a total of 350 men and women as carpet weavers, a process that takes nine months. If the scheme is successful the charity hopes to expand to areas of the country beyond Kabul.

Afghan carpets have a reputation for their high-quality wool and the tightness of their weave. The industry collapsed under the ousted Taliban regime.

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