Four wheels, all heart

Who: Jaguar Land Rover, Born Free and the International Red Cross

Objective: Land Rover has partnered with the Born Free Foundation and the International Red Cross for decades. The Land Rover Defender, an iconic vehicle designed for expeditions, adventure and hard work, has enabled both charities to carry out their work in remote locations. To celebrate the production of the two-millionth Defender, Land Rover devised a historical exhibition highlighting the Defender’s 67-year history and the company’s close partnership with both charities. “This was a unique opportunity to celebrate the vehicle but also the amazing work it has done in the charity sector,” says Jaguar Land Rover’s global conservation and humanitarian partnerships executive, Anna Jackson.

Strategy: Born Free focuses on the welfare of individual animals and conservation goals across Africa, the U.S. and India. This year marks its 50th anniversary, a year it has dubbed the ‘Year of the Lion.’ It will focus its efforts on the Meru National Park in Kenya, where the film was shot in 1966, to promote conservation and educate the community against poaching and snaring. The Red Cross’ work in Nepal has focused around disaster preparedness and community development. Both projects are made possible partly through the support of Land Rover. Thus, the two-millionth Defender model built by Land Rover was custom designed to be auctioned off in support of Born Free and the Red Cross. The unique vehicle was designed to highlight the Defender’s roots and had custom additions like a map of Red Wharf Bay, the spiritual home of Land Rover. It was auctioned by Bonhams auction house and sold for £400,000.

Rationale: Mike Adamson, chief executive of the British Red Cross adds, “We are extremely grateful to Land Rover for so generously donating half the proceeds of the sale of this one- off vehicle towards our work in Nepal. The Red Cross has used Defenders in humanitarian work and relief efforts in the UK and around the world since the early 1950s and has benefited from Land Rover’s support on many occasions through vehicle donations and loans. This vitally important project in Nepal – the 18th supported by Land Rover – will improve the lives and livelihoods of thousands of people and communities.”