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Land Rover's 'Journey of Discovery' Expedition visits Geneva

WED 07 MARCH 2012

Home of the International Federation of Red Cross and Red Crescent Societies (IFRC)

To celebrate the One Millionth Land Rover Discovery being built in the UK, a £1 million (GBP) fundraiser has been launched. The appeal is in aid of the International Federation of Red Cross and Red Crescent Societies (IFRC), a Land Rover Global Humanitarian Partner.
The capability and versatility of the one-millionth Discovery vehicle will be well and truly tested to the limits during the course of this expedition - a gruelling 50 day, 8000 mile journey from Solihull, Birmingham to Beijing, China. The expedition ends up at the Beijing Auto Show on 23 April.
John Edwards, Jaguar Land Rover Global Brand Director: "Land Rover is delighted to have launched the One Million Pound fundraiser in aid of the IFRC – an organisation we have had a relationship with since 1954.

"It is truly incredible in this day and age that clean water – a basic human right and something we take for granted every day – is still the most common and preventable underlying cause of disease and death today. The funds raised will be donated to a water sanitation project in Uganda, which we hope to help over 45,000 beneficiaries."

Goli Ameri, Under Secretary General, Humanitarian Values and Diplomacy, of the IFRC said: "We are pleased to welcome the Land Rover One Millionth expedition to the city of Geneva, home to the International Federation of Red Cross and Red Crescent Societies.

"Just think, for only £22, we can provide someone with access to safe water and basic sanitation for ten years. If we raise £1 million GBP, it will help us provide a further 45,000 people in Uganda with clean water and sanitation. This would be a fantastic achievement."

'The Oxford and Cambridge Far Eastern Expedition' was the original 1955 journey and undertaken by six Oxford & Cambridge university students in two Land Rover Series I Station Wagons from London to Singapore and back. The expedition was both filmed and documented, and the footage broadcast in the mid-50s on BBC television, endorsed by Sir David Attenborough.
Tim Slessor, one of the original Oxbridge expedition team wrote 'The First Overland', a book recounting the historically significant expedition, as it was the first such journey of this type by vehicle, and became the last recorded vehicular journey along the Ledo Road from India into Burma, before the border between the two countries was closed. Tim Slessor and Patrick Murphy were guests of honour at the send-off launch event last week at the Solihull plant.

The expedition crew comprises of Land Rover Experience expedition experts and the convoy consists of three Discovery 4 vehicles in full expedition trim. The expedition route passes through the following countries: UK, France, Switzerland, Italy, Hungary, Ukraine, Russia, Kazakhstan, Turkmenistan, Uzbekistan, Kyrgyzstan and ending in China.

The Discovery was first introduced 23 years ago in 1989 and since launch has received over 200 international awards. The latest, Discovery 4, was launched in 2009 and is one of the most versatile and capable all-terrain vehicles in the world. In 2011, around 45,000 sold across 170 global markets with 83% of volume exported.

To follow the 'Journey of Discovery' and details of how to donate to, please visit: 

- The Global Humanitarian & Conservation Partnerships form part of an integrated approach to sustainability and sit within Land Rover's Our Planet (
- The IFRC Global Water & Sanitation Initiative (GWSI).
- The IFRC has well established water and sanitation disaster response mechanisms and is recognised as a world leader in this field. It is an active member within the United Nations IASC which includes all the primary UN and International Humanitarian bodies active in the emergency water and sanitation sector (ie. IFRC, ICRC, UNICEF, UNHCR, WFP, WHO amongst others).
- The GWSI (2005-2015) outlines a common approach among Red Cross National Societies to establish larger-scale, longer-term sustainable water and sanitation programmes, the Uganda Water & Sanitation programme supports the GWSI.
- The IFRC GWSI works to support MDGs 2, 3, 4 and 7.
- In 2010, IFRC and Land Rover launched a three-year partnership entitled 'Reaching Vulnerable People Around the World'.
- The global initiative focuses on two extensive Red Cross community programmes in China and Sierra Leone. Land Rover also provides additional support for Red Cross and Red Crescent programmes in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Netherlands, South Africa, Spain, Switzerland, United Kingdom and the United States of America.
- The global initiative builds upon Land Rover's commitment to the International Federation of Red Cross and Red Crescent Societies, which has seen the company provide £4.7 million in support since 2007.
- In 2011, Land Rover Experience provided 27 driver training places for emergency responders in preparation for off-road driving in severe weather conditions. In addition, Land Rover provided e-tutorials and off-road driving materials for British Red Cross staff and volunteers.
- Also in 2011, Land Rover funded a fleet of 30 x cycle response units (CRUs) which work alongside the 30 UK-based donated vehicles (a mixture of Defender, Discovery and Freelander models).
- Developed together with 2x2, Land Rover’s bicycle manufacturer, the bikes will work in pairs and in tandem with a Land Rover vehicle, as a mobile medical unit. Each CRU is fully equipped with a defibrillator, advanced first aid kit and resuscitation equipment, enabling first-aiders to effectively navigate through urban and crowded areas, thus responding to incidents more swiftly.
- In 2010, Land Rover donated 30 defibrillators to go in the 30 previously-donated vehicles, and loaned vehicles to the British Red Cross over the severe winter weather period, helping them reach vulnerable people in affected areas across the UK.
- In 2008, as part of Land Rover's 60th Anniversary and the 100th anniversary of the Royal Charter being granted to The British Red Cross by HM King Edward VII, the company donated 60 vehicles to the charity. Half of the vehicles were allocated to projects around the world and the other half were distributed throughout the UK.
- This project involved the funding of 30 life-saving Automated External Defibrillators (AEDs) by Land Rover to enhance the capabilities of the UK-based emergency response vehicles, which were donated by the company to the British Red Cross in 2008.
- Land Rover's association with the International Federation dates back to 1954, when Land Rover supplied a long-wheelbase Series 1 to the British Red Cross for use in Dubai as a mobile dispensary.

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