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While COVID-19 has been creating havoc, unfortunately, in all parts of the world, it has had a massive impact in most developing countries, choking up the already shaking health and welfare systems.

In Pakistan, the outbreak has caused an economic stoppage that amounts to a great loss, where the graph for unemployment shot up high from the very beginning of this pandemic. Not to forget, the worst-hit out of the country’s total population are the daily wage earners and those who inhabit unfortunately in the urban slums. Moreover, while the major parts of the city and larger groups were attended to and received help, the disabled were marginalised a great deal.

For years, Pakistan as a nation has marked itself in the top three charitable countries around the globe. Local charities have been playing a key role in curtailing the economic burden on the government by providing meals, medical assistance and other key services to low-income groups.

In order to assist and form a chain reaction with the said cause during these unreasonably trying times, PepsiCo Foundation — the philanthropic wing of the organisation — declared and extended support for the unemployed people and partnered up with the best charitable organisations under the umbrella of the ‘Millions of Meals’ initiative. The campaign was envisioned on such a large scale and designed to complete the aim of distributing an astonishing number of 13 million meals with over 500 volunteers and countless supporters, to the communities most affected by the COVID-19 outbreak.

In order to assist the poor survive the harshness of lockdowns, unemployment and hunger caused due to economic and financial challenges, Pepsi joined hands with nine distinct charities. Among several others, targeting the lesson of ‘inclusivity’ is where NOWPDP was collaborated with, that caters to the differently-abled people in the society. 

The idea was to empower millions of dreams, despite the odds and reach out all corners of the country, with a vision of providing immediate emergency disaster relief for the many vulnerable, neglected parts of Pakistan. NOWPDP helped in taking forward the initiative and making sure no one gets left behind specially those who are limited in their physical ability.

NOWPDP operates in the development sector with a focus on inclusion through empowerment of persons with disabilities. As mentioned above, with the pandemic spreading its shadow all over, the most affected were the differently-abled who were now absolutely clueless and helpless in terms of taking care of their needs.

Their agenda is to help people with disabilities and for them to be an important stakeholder in the bigger picture, whether it is in regard to education or employment, as they emphasise on their big idea, “A Part. Not Apart”. In addition, what fuels the members of this organisation, include; empathy, action and social justice. Persons with disabilities (PWDs) have equal access to opportunities and are an integral part of society. Their aim is to promote an inclusive society through holistic and sustainable endeavors in the areas of education and economic empowerment.

Supported by PepsiCo, NOWPDP took on the responsibility of reaching out to thousands of vulnerable households. They reached out to the differently-abled residing in Hyderabad, Sujawal, Tando Allah Yar, Tando Muhammad Khan, Kot Ghulam Muhammad, Nawabshah, Sukkur, Larkana and distributed 171,675 meals altogether. For this, a group of people was specially brought together to form a call centre at NOWPDP during pandemic times to address and facilitate those in need. This effort was catering specially to the differently-abled and the deserving, where employees were to get the database together of those residing in various cities of Pakistan. 

Babar Iqbal, a call centre agent at NOWPDP said, “Upon calling the differently-abled person, we are asked if they will be getting ration. When they are told all that it entails, the response and most importantly the happiness in their voice along with prayers is something that can’t be explained in words.”

In addition, while the big cities of Pakistan are catered to by multiple organisations, the ones that get left behind are the differently-abled residing in interior Sindh.

NOWPDP Executive Director Omair Ahmad said, “To achieve economic empowerment for disenfranchised communities, particularly persons with disabilities, it is incumbent on us to take the first step and show a desire, willingness and empathy to ensure that they have access to basic necessities like food and water. Without welfare, empowerment becomes a distant reality, a facade, an unachievable goal, and a dream. Thus, we are grateful to Pepsi for this initiative and understanding the urgency of this need for thousands of persons with disabilities across the country, and promptly extending their support. We hope that this journey on the path of hope will allow millions to achieve their dream of empowerment.

This nation is full of people with a big heart who are ever ready to help those in need. We take great pride in it and this collaboration of PEPSICO and NOWPDP, which has shown us how inclusivity holds sheer importance and how endearing it is to cater to the disabled, is providing them with employment opportunities and assisting them to grow and know there are lots to look after them leaving no man behind when the entire world is at a halt owing to the pandemic. Here’s to more successful collaborations and a wish for phase 2 to take place.