Saudi-based nonprofit Sanad Children’s Cancer Support Association has partnered with La Vache qui rit or The Laughing Cow, a brand of processed cheese, which is celebrating its 100th anniversary, to bring laughter to those who need it the most.
The nonprofit association provides services to children with tumors across the Kingdom, supports children’s centers with the medical equipment they need, and provides social, residential, educational and recreational services for patients and their families — citizens and residents — in need. In addition, the center also focuses on funding research and studies in the field of childhood cancer.
Running for one month starting Feb. 15, La Vache qui rit has introduced a dedicated web-application where consumers can register and “laugh to donate.” Showcasing the uniqueness and power of each person’s laughter, the initiative will turn every laugh recorded into a monetary donation toward the Sanad Children’s Cancer Support Association.
A simple click on www.100ytlc.com is all that is required to record the laughter through the device’s microphone; each laugh recorded will boost contributions toward children in need. Donations generated through the online platform will be utilized toward the association’s “Make a Wish” program. This program focuses on making children’s wishes come true — ranging from toys such as blocks and puzzles, to gadgets such as gaming consoles and smartphones, to large-scale activities such as a curated personalized art gallery.
“We believe that our partnership with La Vache qui rit for the Golden February campaign and supporting children with cancer is a noble cause, and we proudly celebrate it this year with International Childhood Cancer Day,” said Reem Alhegelan, general manager at Sanad.
“The monetary contribution will be toward the ‘Make a Wish’ program that fulfills children’s wishes. We believe that making their wishes come true during the difficult times they are going through, will help improve their lives and maintain their psychological balance during intensive treatments. This year’s slogan “Gold at heart,” is for all the pure hearts who are willing to contribute to our fruitful journey.”
Garo Matossian, general manager, Bel Group Middle East, manufacturer of La Vache qui rit, said: “We are joining forces with Sanad Children’s Cancer Support Association on our 100-year anniversary to make a difference in the lives of young children diagnosed with cancer. At La Vache qui rit, we believe that laughter is our most precious gift and our core mission is to inspire people to choose to laugh at life and garner the strength to face life’s difficulties every day. We want to give the Saudi community an opportunity to transform their laughter, or the laughter of their loved ones, into a good deed that can help those in need of optimism. La Vache qui rit has been in the homes of Saudi families for a very long time, and it is of utmost importance to us to ensure a healthier, happier society for generations to come.”