For the ninth year in a row, on the eve of the New Year, the legendary GUM Trading House turns into a magical spruce forest. A forest that gives a fabulous New Year’s atmosphere and raises funds to help terminally ill people. Dozens of well-known companies act as Santa Clauses – they decorate festive trees for the New Year Trees on Red Square charity auction in support of the Vera Hospice Fund. On November 18, 2016, the French company Essilor (Crizal brand), a leader in the production of spectacle lenses, joins a charity project and puts up for auction a Christmas tree decorated with fairy-tale characters in glasses.

As part of the global social mission “Seeing the world better!” French company Essilor For many years he has been participating in charity events aimed at improving the quality of people’s lives. Essilor’s latest large-scale initiatives include the See Change Challenge, a social project launched in 2016. Its goal is to demonstrate simple and affordable solutions for diagnosing the vision of residents of third world countries. On November 18, 2016, Essilor joins the traditional GUM charity campaign “Christmas Trees on Red Square”, which was created in support of the Vera Hospice Fund.

“Essilor works to ensure that every person has healthy, full-fledged vision,” said Elena Balayan, Marketing Director of the French company Essilor (Crizal brand). — After all, a high quality of vision is, first of all, a high quality of life. Our social responsibility not only in Russia, but throughout the world does not allow us to stand aside, and we strongly support the call of the Vera Foundation, headed by its trustees Ingeborga Dapkunaite and Tatyana Drubich: “If a person cannot be cured, this does not mean that he cannot be helped” – and with great pleasure we take part in this good action. We hope that the Crizal Christmas tree will bring a fabulous mood to the guests of GUM and will really help the charity program to support hospices and their patients.”

The New Year Trees on Red Square project was first held in 2008. It was then, on the eve of the New Year holidays, that GUM first turned into a magical forest of Christmas trees. Every year the number of participants in the action increases, and the outfits of the trees are more and more amazing. Decorated Christmas trees are lots in a charity auction, which will be raffled among those who wish at the end of December. All proceeds will go to the Vera Hospice Assistance Fund, whose employees will do everything to ensure that terminally ill people receive professional palliative care. The money will be used to purchase medicines, train hospice staff, develop the volunteer movement and actively draw public attention to the problems of hospices in Russia.

In 2015, more than 80 companies took part in the project, which attracted more than 4 million rubles to the fund. And these are thousands of medicines, hundreds of volunteers involved and professional training of staff.

Elena Balayan, Marketing Director of the French company Essilor (Crizal brand): “This is a real New Year’s miracle, when thousands of people unite for the sake of one goal – to help those who cannot be cured live their lives with dignity.”


By Yara

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