Afghan Action in pre-Xmas drive

Afghan Action is planning a major PR campaign to ­promote its 'ethical giving' scheme.

It wants to raise extra cash in the run-up to Christmas by encouraging people to buy a handmade carpet, donate money to medical and other supplies, or sponsor a young person in Afghanistan.

The campaign will use Upward Curve to target national, regional and consumer press, and broadcast media.

Afghan Action estimates that three-quarters of the country's population are living on less than one US dollar a day, said Upward Curve director Helen Ashley. It wants to rebuild Kabul's carpet trade.

‘Refugees are coming back from Pakistan and Iran, and often the only way to make any money is to go into the [opium] poppy trade,' she said.

Afghan Action used Upward Curve to launch the charity last year (PRWeek, 18 Nov 2005).

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