Land Rover embarks in yet another mission to contribute to society in the Land Rover G4 challenge. The Land Rover G4 challenge is a yearly event that aims to provide awareness for various social causes. This year’s G4 challenge will be held in September 2008and will be done in partnership with the International Federation of Red Cross and Red Crescent Societies.

The partnership will be an opportunity for the world’s biggest social organization to be able to reach larger and more diversified audiences. This will do well for the institution as it will allow them to be able to make more and more people aware of the cause that they are advancing. The partnership was forged in an effort to “leave a positive legacy by acting as a platform to generate funds and assist life-changing humanitarian projects around the world”.

Land Rover and Range Rover vehicles are synonymous to excellent performance in extreme driving conditions. This is the reason for the vehicle being the choice of transport for outreach activities in remote areas of the globe. The Land Rover G4 Challenge will prove the durability of the Land Rover vehicles in an off road driving challenge that will benefit a charitable cause. According to Land Rover Managing Director Phil Popham, “The Land Rover G4 Challenge is an incredible programme that demonstrates our products’ breadth of capability and displays our desire to always push the boundaries of adventure. It is ideal to work as a fundraising and awareness building platform for a humanitarian organisation and we are delighted that we can now make the most of the Challenge’s success and leave a lasting positive legacy by working with the International Federation.” He adds, “Land Rover is a strong brand that has a natural fit with humanitarian organisations in general. Our association with the International Federation goes back a long way, to 1954, when Land Rover supplied a long-wheelbase Series 1 to the British Red Cross for use in Dubai as a mobile dispensary. We are now looking forward to forging closer links with the International Federation through the Land Rover G4 Challenge.”

Sir Nicholas Young, the CEO of the British Red Cross, speaking on behalf of the International Federation, expresses the same sentiment as that of Popham’s. He says, “An association with the Land Rover G4 Challenge offers a unique and positive way for the International Federation to reach completely new audiences. It will enable us to activate projects that may otherwise not be possible. This will be a partnership that will save lives - it’s as simple as that.”

The Land Rover G4 Challenge will be held in the late 2008 and early 2009 in Asia. Each country will be allowed to field in two competitors who will work as a team – one male and one female. Each Land Rover vehicle for each participating country will be decorated with their countries’ colors. The winning team will receive a Land Rover vehicle which will be donated to their particular country’s National Red Cross or Red Crescent Society.

Sources: Land Rover G4 Challenge ,  Land Rover G4 Challenge 2008/09 – will support the International Federation of Red Cross and Red Crescent Societies