As part of its annual Big Hug CSR initiative, PHD, Omnicom Media Group’s international media network will be holding a two-day blood donation drive in Dubai Media City, endeavoring to bring the communications industry together in a bid to save lives. Held in partnership with the Latifa Hospital’s Dubai Blood Donation Centre, a specialized drop-in unit will be positioned outside of the agency’s headquarters – the Omnicom Media Group building – on March 11 and 12, allowing the Dubai Media City community at large to make donations in passing and at their convenience.

It is estimated that one in four patients admitted to hospitals in the UAE are in need of blood transfusions, particularly cancer, transplant, trauma, Thalassemia and anemic patients. Yet, only four percent of the population donates the vital fluid that only the human body can create. This is why, this year, the focus is of PHD’s Big Hug is to raise awareness of the need for blood donations.

A global initiative, PHD Big Hug is an annual CSR project that supports local charities of the communities in which the international media network operates. Close to 20 PHD offices around the world are participating in this international blood donation drive.

“CSR is a crucial component of our corporate culture that adds a meaningful and invaluable layer to our work life, taking us beyond our daily roles,” says Elda Choucair, managing director of PHD UAE. “PHD Big Hug allows us to contribute to our community, while also leveraging our skills and talent in the communications industry to provide pro-bono services for a cause that improves our society as a whole.”