LAHORE - Mobilink extensively undertook a number of noteworthy CSR initiatives. Some of these included; the Mobilink Camp for Internally Displaced Persons (IDPs), which surely tops the list of humanitarian efforts in Pakistan. According to a press release reached here on Saturday, the leading telecom company had established the camp in collaboration with the Govts Emergency Response Unit (ERU) in Kund, to accommodate 1,000 displaced families for a period of 2 months. During this rehabilitation exercise, Mobilink committed more than 81m rupees towards the mass-scale displacement of 4m persons from Swat. Mobilink, in partnership with UNESCO also developed a mobile-based distance-post literacy program, through which female learners in deprived areas received daily post-learning material in the form of SMS, to enhance and retain their literacy skills. In endeavours to go beyond their brands and help the community become stronger, healthier and more informed, P&G Pakistan also initiated and continued on running development programs, both on corporate and brand levels. Through their various CSR programs, P&G helped improve the lives of around 5m people in Pakistan in the year 2009. P&G extensively worked with their partners HOPE, READ Foundation & Pakistan Medical Association for provision of assistance and relief to the IDPs during 2009. P&G through its PUR Water Purifier Donation provided 25 million litres of safe drinking water to the affectees of mass-scale displacement. Overall, P&G contributed almost 30m rupees during 2009, to support the humanitarian crisis. - PR