Cairo, Egypt – July 28, 2019: Viu, a leading entertainment streaming service and Egypt Clothing Bank (ECB) joined hands to give back to the community this Eid through implementing a new initiative called ‘Join Sherry this Eid’ donation campaign. This charitable tie-up started during the last week of Ramadan encouraging the community to donate clothes for the underprivileged across Egypt and will keep running until Eid Al-Adha.

The “Join Sherry this Eid” campaign was inspired by the Arabic Ana Sherry Dot Com Viu Original series. In the show,  the lead character Sherry, played by actress Sara Al Shamy,  runs an online business on the website AnaSherry.com, which auctions her late mother’s dress collection including imitations of iconic outfits worn by celebrities.

Following the same thread, in real life, the AnaSherry.com web domain is now open for all those located in Egypt who wish to donate their items of clothing that are still in good condition. The clothes will make their way through the Egypt Clothing Bank (ECB) to underprivileged people who will be able to wear them on the occasion of Eid.

Commenting on this exciting collaboration, Waseem Sayegh, Vice President of Marketing, Viu MENA said: “At Viu, we decided to partner with ECB to give back in our own way by opening up a portal for all those who wish to donate clothes to the less fortunate. Although such acts of kindness should be done all year around, they are especially pronounced during occasions like Eid to bring smiles to everyone, thus spreading the joy and happiness amongst all.”

Additionally, Manal Saleh, Chief Executive Director at ECB said: “We are very pleased to collaborate with Viu on this noble initiative and further inform people on the role our charitable organization plays in helping the deprived in Egypt. As an NGO, we aim to bring joyful smiles to the underprivileged, especially during important festivals like Eid and with this charitable drive we are once again celebrating pride by giving back to the Egyptian community. We can all make a difference.”

“The campaign kicked off positively with a large number of donations in the first few days which almost equalled the donations gathered during the last week of Ramadan. We encourage people to continue their clothes donation process as we extend this initiative until Eid al-Adha”, she concluded.

Sarah El Shamy, lead actress in Ana Sherry Dot Com series also commented on this inspirational activation, “I am delighted to be part of this great partnership between Viu and ECB that is based on the desire to inspire hope and giving. I am extremely thankful to those contributing to this cause and look forward to having more join us to assist those families who are in need.”

Sarah El Shamy and the rest of Ana Sherry Dot Com cast members have also donated their clothes to ECB to better support Egypt’s needy communities. Community members can still visit “Join Sherry this Eid” campaign website at Anasherry.com for a charitable contribution, and donations of clothes in good condition. To learn more about “Join Sherry this Eid” donation campaign, please visit AnaSherry.com.