“I am with Mido”: the first results of the campaign

As well as being an important anniversary, Mido 2010 is also an indispensable milestone with the tangible results of the “I am with Mido” campaign launched exactly one year ago.

It is precisely in moments of crisis that we rediscover fundamental values. This is why Mido - which for years has been advertising in over 200 trade publications throughout the world - wanted to launch this solidarity campaign which shows the smiling faces of all the protagonists, from company entrepreneurs to testimonials, stating “I also take part in Mido” and, at the same time, “I also support a good cause”.

Mido has already allocated 1 euro for every visitor at this edition to support an initiative promoted by CBM Italia Onlus to prevent Xerophthalmia, blindness caused by a lack of vitamin A, which particularly affects children in developing countries. Each euro donated will buy a dose of vitamin A required to save a child from blindness.

The campaign has already brought results. Last December, two entrepreneurs, Elena Berton and Paolo Seminara, representing Mido, and Show Manager Giampiero Masciadri, went to Ethiopia to help with the distribution of the medicines donated as a first stage of the campaign. Yesterday, we have chosen a person who is “in the field” every day fighting against this disease to talk about Mido’s support of the battle against blindness: Dr. Meseret Awoke Getahun works at the St. Francis Higher Clinic and, thanks to the funds raised by Mido, he distributes vitamin A, carries out specialist visits and surgery for people in the Oromia region of Ethiopia.

Mido’s battle against infantile blindness has only just begun. All visitors and exhibiting companies can actively support this campaign by making spontaneous donations at the specific collection points located in the exhibition area. An invaluable opportunity to help those who are really in need.