Virgin Unite Spearheads Recovery Efforts in Morocco After Devastating Earthquake
In response to the catastrophic earthquake that struck Morocco on 8 September 2023, Virgin Unite has been at the forefront of mobilizing resources and partnerships to aid the affected communities. Collaborating closely with the Eve Branson Foundation and Kasbah Tamadot, Virgin Limited Edition's property in Morocco, the initiative has successfully united community leaders, local NGOs, logistical experts, and government agencies in a comprehensive effort to support the recovery and rehabilitation of the hardest-hit areas.
The partnership has resulted in the delivery of over 100 pallets of essential supplies to Al Haouz Province, one of the regions most severely affected by the disaster. The shipment includes 2,000 Octagon tents provided by Coleman UK, alongside sleeping bags, roll mats, blankets, warm winter clothing, filtered water bottles, and children's activity boxes, offering vital support to the communities grappling with the aftermath.
The initiative took shape following a personal appeal by Richard Branson, the founder of the Virgin Group, to the Outdoor Industries Association (OIA) and its CEO, Andrew Denton, for assistance in Morocco. The call to action led to an overwhelming response from OIA members, highlighting the spirit of generosity within the industry. Notable contributions came from EverTrek, JD Outdoor, Adventurous Ewe, AlpKit, and Churcher’s College, showcasing a united front to provide clean water, insulated clothing, and durable shelter to those in need.
This collaborative effort between Virgin Unite, The Eve Branson Foundation, and numerous partners exemplifies the power of collective action in fostering community resilience. Richard Branson expressed his admiration for the Berber people of the High Atlas Mountains, confident in their ability to overcome the challenges posed by the earthquake.
The donation of 2,000 family tents by Coleman UK, known for their robust construction and weather resistance, has been a game-changer for over 16,000 individuals facing the harsh winter conditions in the High Atlas Mountains. The British Moroccan Society played a crucial role in ensuring the delivery of these shelters, which have been described as lifelines by the beneficiaries.
Community members, including Mohamed KaouKaou and Driss Ait Thim, have shared heartfelt stories of how these tents and supplies have provided them with a sense of security and warmth during difficult times. The spirit of giving has fostered a strong sense of unity and solidarity among the villagers, paving the way for recovery and renewal.
Virgin Unite's ongoing commitment to the High Atlas Mountains extends beyond immediate relief efforts. The organization is investing in projects aimed at rebuilding essential infrastructure, supporting education, revitalizing artisanal training, and promoting cultural tourism. These initiatives are designed to stimulate economic growth and ensure a sustainable path to recovery for the affected communities, reinforcing the message of hope and resilience in the face of adversity.