Majid Al Futtaim Retail participates in “Back-to-School Heroes” initiative

• The initiative offers psychological and moral support to underserved children، for the third year in a row

• Partners include Sawiris Foundation for Social Development (SFSD)، ALEXBANK، Samusocial International Egypt، Ora Developers، and STARCARE Foundation

Majid Al Futtaim Retail، owner and operator of Carrefour in Egypt، announced its participation in the third edition of the "Back-to-School Heroes" initiative. This initiative was organised under the auspices of the Ministry of Social Solidarity، in cooperation with Sawiris Foundation for Social Development (SFSD)، ALEXBANK، Samusocial International Egypt، Ora Developers، and STARCARE Foundation، and was launched in an annual event، which brought together 1،000 children from various institutions and care homes to celebrate the new academic year at ZED Park in Sheikh Zayed.

School supplies

Majid Al Futtaim Retail provided bags with essential school supplies for the children، representing 12 shelters and care centres from Samusocial International Egypt. The celebration aimed to provide psychological and moral support to underserved children by encouraging them to engage in activities، games، and musical performances. The event also featured the participation of prominent football stars، and it was concluded with a concert، creating a joyful experience for the children.

Commenting on the event، Philippe Peguilhan، Country Manager of Majid Al Futtaim Retail in Egypt، stated: “We take pride in our participation in this initiative، organised under the auspices of the Ministry of Social Solidarity. At Majid Al Futtaim، we truly believe in the significant role played by private sector companies in enhancing the quality of life for underserved children. This event serves as a testament to our unwavering commitment to supporting the communities in which we operate، and we remain dedicated to contributing to such initiatives that aim to drive positive change within the society.”

Geraldine Tawfik، Country Representative of Samusocial International Egypt، added: "We greatly look forward to witnessing the kids' joy and excitement on the day that the heroes return to school every year. What a wonderful day it is for the children، filled with games، presents، and joy. We would like to express our gratitude to all of our partners for spreading a sense of fun and simplicity and providing the children with this chance، which they eagerly anticipate each year.”

Unique event

Noura Selim، Executive Director of Sawiris Foundation، shared: “We are always excited to hold this unique event، which the Sawiris Foundation is keen on organising every year alongside our many partners، where it has in effect become a vital annual tradition in which we meet with the children we support، and provide them with an intensive dose of psychological and social support through a wide range of entertaining and artistic activities. This is done in coordination with more than 12 shelters and care centres around Cairo. This initiative is firmly in line with the foundation’s objective of socially empowering marginalised individuals، especially within the context of helping create a nurturing environment for children deprived of parental care، whom we are honoured to serve through availing access to quality education، healthcare، and a decent life – which are tools that would help them realise their aspirations for a better future.”

Since it entered the Egyptian market، Majid Al Futtaim Retail has been dedicated to supporting the community at large by introducing – and participating in – significant initiatives. This includes the launch of “Better Health for a Better Future” in collaboration with the SFSD. The initiative’s primary goal was to promote the physical development of young individuals and offer them the opportunity to gain hands-on work experience within Carrefour stores.

In 2020، Majid Al Futtaim Retail، in partnership with Samusocial International Egypt، conducted an internal training programme for 300 youth and organised a back-to-school event، which included 800 children from underserved communities.