proudly presents

A father lifts his newborn son above his head as he submerges underwater. His prayer is for someone to lend a

helping hand.

“That someone is you.”

© AP Photo/Aftab Ahmed

INTRODUCTION

As the waters receded, the extent of the tragedy became increasingly evident. Stories abound of clashes at food distribution points, widowed women unable to feed their malnourished babies, of herds of dead livestock floating in floodwater, and of uncontained diarrhea, cholera and dysentery. The misery is palpable and the hopelessness widespread.

Yet despite continuous appeals for aid from the UN and various NGOs, funds raised to date have fallen appallingly short of expectations. Global pledges for immediate needs in the weeks following the floods, amounted to approximately $3 per affected person. This is as compared to $70 per person for the 2005 Kashmir earthquake and $495 per person for earthquake in Haiti in early 2010. With the onset of a harsh winter, the acute funding needs (c. $1.9 billion) to support 7 million victims who have no shelter and a further more fortunate 1 million living in makeshift tents as they fight to survive remains as critical as ever. Lack of food and medicine further compound the situation.

In July 2010, Pakistan was struck by the worst natural disaster in its history when severe monsoon floods submerged more than one fifth of the country.

The numbers are sobering. The UN has declared that with over 20 million individuals directly affected, of which more than 10 million are children, the devastation wrought by the Pakistan floods has been greater than that of the 2004 Asian tsunami, the 2005 Kashmir earthquake, and the 2010 Haiti earthquake combined. Nearly 1 in 8 Pakistanis were left homeless and those who survived live amidst the ruins of their former lives.

We, at Quintessentially and members of the DIFC Community, recognize our moral obligation to support those in need, particularly when tragedy strikes so close to home. We cannot ignore the plight of those individuals who have worked tirelessly to help build the foundations of Dubai – a city that we have grown to call home. It is the families of these very same unsung laborers who desperately require our help, and it is incumbent upon us to heed their call.

It is with this in mind that, we are launching a gala benefit dinner, the proceeds of which will be donated to the UNICEF to benefit those most in need.

AFFECTED AREA

© The Economist

© AP Photo/Kevin Frayer © AP Photo/Kevin Frayer

© © Newsweek © AP Photo/Mohammad Sajjad

IN PICTURES...

Since the onset of the disaster, UNICEF has moved swiftly to address the country’s most immediate needs and is currently providing relief in the following areas:

WASH (water supply, sanitation, hygiene promotion): UNICEF-led WASH initiatives have benefited over 4.3 million people with 2.9 million provided with safe drinking water on a daily basis. UNICEF has also installed more than 24,000 sanitation facilities (benefiting over 1.3 million people) and distributed over 800,000 hygiene kits to families across the country.

Health: To date, approximately 8.2 million children have been reached with measles vaccination, over 9.0 million with polio vaccination and 0.6 million children with vitamin A supplementation. UNICEF has mobilized static and mobile medical service centers which have thus far treated over 1.6 million people suffering from respiratory infections, acute diarrhea, and malaria, amongst others.

Nutrition & Education: In all four provinces, UNICEF is distributing key nutrition supplies such as high energy biscuits, Unimix, plumpynut, and micro-nutrient sachets. Over 290,000 children and pregnant women have been reached. On the education front, UNICEF has set up over 1,500 learning centers, supporting 106,500 children.

Child Protection: Four 24-hour help lines are operating in Khyber Pakhtunkhwa and Sindh, providing counseling and referral services to children and women. Over 300 child-friendly spaces currently operate in the affected areas providing educational and recreational activities and psychological support to more than c.105,000 children.

Such efforts by UNICEF will play an instrumental role in staving off the impending threat of mass starvation and the rapid spread of water-borne diseases. UNICEF plans to focus on reconstruction and rehabilitation once the immediate threat of hunger and disease are contained.

Over 2.9 million people receiving safe drinking water daily

Hygiene promotion activities have benefited 1.3 million people

1.6 million children, women and men received medical treatment for various ailments

Over 1,300 teachers trained and school supplies provided for over 150,000 children

4 out of 39 unaccompanied children, 353 out of 521 separated and 37 out of 92 missing children have been reunified

UNICEF’s RESPONSE

Source: UNICEF; data as of 8 December 2010

UNICEF’S KEY INITIATIVES

Quintessentially, with support from members of the DIFC Community will be hosting , a gala benefit dinner to support the victims of Pakistan’s flood disaster. The event is scheduled for March 3rd, 2011 and is to be hosted at the Armani Hotel, Burj Khalifa in Dubai.

PROGRAM Cocktail Reception

Introduction by Mr. Imran Khan

Opening Address by HE Engin Soysal UN Special Envoy for Assistance to Pakistan

Presentation by UNICEF on the disaster and relief efforts

Keynote address by HRH Princess Haya Bint Al Hussein

Appeal for pledges by HM Queen Rania Al-Abdullah in her capacity as the Eminent Advocate of UNICEF via video conference

Signature Raffle draw (c, $150,000 of prizes)

Acknowledgements to be handed to Top 5 donors by the Ambassador of Pakistan

Thank you statement by HE Shaukat Aziz

Live Concert by Strings Band

EVENT HIGHLIGHTS

SELECT RAFFLE PRIZES

Patek Philippe Timepiece

Patek Philippe Timepiece

Concorde Gent’s Timepiece

Bulgari Gent’s Timepiece (Gold)

Bulgari Gent’s Timepiece (Gold)

Pearl Necklace

Weekend Getaway to Istanbul

Custom-designed Dress by Ramira

Ikepod Megapod Wrist Watch

Tag Heuer Gent’s Timepiece (Silver)

Bracelet (Diamond)

Jaguar Race Day

Cartier Cufflinks

Mont Blanc Pen

AED 137,000

AED 137,000

AED 19,500

AED 15,000

AED 15,000

AED 10,000

AED 10,000

AED 10,000

AED 8,500

AED 5,500

AED 3,500

AED 3,000

AED 2,500

AED 918

EVENT HIGHLIGHTS cont’d is set to be a truly memorable event for all guests and one that will change the lives of countless of

men, women & children and rekindle public interest in the suffering and needs of the flood victims in Pakistan.

In addition to the keynote addresses from distinguished speakers and dignitaries, the attendees will find an excellent networking opportunity with a significant turnout expected from leading corporate, financial and diplomatic circles. Furthermore, guests will enjoy a private live concert performance from Strings, the internationally acclaimed band that has been at the forefront of flood relief efforts.

MEDIA COVERAGE Live Coverage: ABC, CNN, Al Jazeera, Geo TV,

Local media Printed Press: The New York Times, The

National, Harper's Bazaar, Ahlan Magazine

CORPORATE SPONSORS / INVITEES

STRINGS CONCERT Strings has been a passionate advocate of

humanitarian work, leveraging their status as a music band of international stature.

Strings has been actively engaged in flood relief fundraising efforts in Pakistan and abroad.

TCS Express & Logistics is one of the select few highly successful Pakistani companies operating in the Middle East. This event is an opportunity for TCS to reach out and make significant positive PR impact by advertising its corporate social responsibility directly to a broad target audience. In this respect, TCS would be fostering goodwill with the people of Pakistan in the UAE and in Pakistan, taking advantage of positioning itself amongst the Pakistani and local UAE upper-class.

An analysis of the various lifestyle factors influencing Pakistan Appeal attendees reveals a predominantly young, affluent, and business oriented demographic. These factors, coupled with characteristically dynamic lifestyles and business needs suggest the event’s target audience would be strongly inclined towards building interest and knowledge on TCS’s international and domestic business offerings.

In addition, TCS will also stand to realize significant increase in brand and product knowledge through viral marketing / word-of-mouth promotion across Dubai’s tightly-knit business and financial community, many of whom possess the awareness but lack the knowledge in respect of TCS and Tranzum Group’s highly successful ventures.

Being an Event Sponsor, TCS would be noticed at the forefront of championing a good cause and setting an exemplary conduct in line with its core values.

INVESTMENT BANKING CONSULTING / LAW CORPORATE

Attendance Distribution by

Designation

Annual Tax-Free Income

(US$)Median

Age

Average Work Week

Annual Tax-Free Income

(US$)Median

Age

Average Work Week

Annual Tax-Free Income

(US$)Median

Age

Average Work Week

Analyst 10% $135,000 24 95 $85,000 25 85 $70,000 24 70

Associate 20% $180,000 29 80 $140,000 31 75 $90,000 29 60

Vice President 30% $270,000 34 75 $175,000 34 70 $135,000 34 55

Director 30% $420,000 38 70 $280,000 38 65 $162,000 38 50

Managing Director 10% $910,000 41 65 $450,000 41 60 $250,000 41 50

Weighted Average $347,500 34 76 $218,000 34 70 $139,100 34 56

Note: Salary estimates are indicative and subject to vary considerably across industry participants.

PAKISTAN APPEAL TARGET MARKET

SPONSORSHIP OPPORTUNITIES

EVENT SPONSOR

MINIMUM PLEDGE: AED 50,000

Logo Visibility on:

Invitations to Dignitaries, VIP guests and Media

Invitations to Sponsors

Confirmation letters to donors

Raffle Tickets

Sponsor Boards at the Gala dinner

Video projection throughout the event

Website – www.pakistanappeal.com

(1) Complimentary table for 10 guests at the Gala dinner

Event Sponsors brand on own table signage

CORPORATE TABLE SPONSOR

PLEDGE: AED 30,000

Complimentary table for 10 guests at the Gala dinner, located in front of stage and near Personality Tables

Sponsor brand on own table signage

Logo on Website – www.pakistanappeal.com

PRIVATE TABLE SPONSOR

PLEDGE: AED 10,000

Complimentary table for 10 guests at the Gala dinner

EXCLUSIVE GUEST SEATS

PLEDGE: AED 2,000

(1) Guest seat at one of the VIP and Personality tables at the Gala dinner

INDIVIDUAL GUEST SEATS

PLEDGE: AED 1,000

(1) Guest seat at one of the tables at the Gala dinner

Event Sponsor for

TITLE SPONSOR OPPORTUNITY

EXCLUSIVE TITLE SPONSOR

MINIMUM PLEDGE: AED 250,000

Recognition at the event as Exclusive Title Sponsor & Premium Logo Visibility on:Invitations to Dignitaries, VIP guests and MediaInvitations to SponsorsConfirmation letters to donorsRaffle TicketsSponsor Boards at the eventVideo projection throughout the eventDinner Menus at the eventWebsite – www.pakistanappeal.comPress Releases

One-time access to the event’s guest database for promotional mailing opportunity

Recognition as the Exclusive Title Sponsor in opening and closing speeches

(2) Complimentary tables for 20 guests total in premium location at the Gala dinner

Title Sponsor brand on all table signage

Gift Bag placement opportunity

Title Sponsor for

• The Title Sponsor will cover the cost of event and invited guests invited to Pakistan Appeal

• The coordinating team will devise a tailored value creation plan for the Title Sponsor

• With an audience that will likely consist of the most influential individuals in the Middle East, an impressive line up of personalities and dignitaries, and significant media coverage, Pakistan Appeal promises to offer a unique marketing platform for our Title Sponsorships

• The event is also a noteworthy CSR undertaking that will likely create goodwill with existing and future clients of the Sponsor

Company Logo

51%

23%

21%

4% 1%F&B Related Costs

Logistics & Other

Accomodation & Transportation

Venue Cost

Entertainment

F&B: Cocktail Reception, Dinner, Beverages (Dinner) Logistics & Other: Project Management, Printing ,

Hostesses Accommodation & Transportation: Rooms for Dignitaries &

Entertainers, Flights Venue Cost: Décor Entertainment: Entertainment Fee (Municipal)

COST BREAKDOWN

$80,000

FUNDRAISING PROJECTION & COST BREAKDOWN SOURCES OF FUNDS

Although Pakistan Appeal has received numerous in-kind contributions by various partners, from complimentary lighting and printing to F&B provided at cost, there remains various cost elements which need to be covered. Compared with the expected funds to be raised from the event, the costs account are fairly reasonable and we anticipate further in-kind donations from the suppliers of the event.

41%

27%

14%

10%

8%

Corporate Tables

Sponsorship

Individual Pledges

Raffle

Individual Tickets

Corporate Tables: soft commitments received from 20 blue-chip institutions in pre-marketing phase

Signature Raffle: c.$200,000 of items secured to date Individual Pledges: Unsolicited pledges received from

several philanthropic individuals Individual Tickets: limited availability; reserved for event

partners and DIFC employees Sponsorship: significant interest from various GCC-based

institutions

Based on conservative projections, Pakistan Appeal is expected to raise c. $300,000 from table, ticket and raffles sales. The incremental amount raised through individual and corporate pledges as well as sponsorships is expected to contribute an additional $200,000, thereby bringing the total to $500,000.

$500,000

All the proceeds from the campaign will be donated directly to UNICEF. We have worked with UNICEF’s Pakistan office in devising an allocation strategy based on the funds raised. The funds will be distributed equally between UNICEF’s Health, Nutrition, and Education initiatives. Assuming that Pakistan Appeal raises net $500,000, the proceeds would benefit:

Unfortunately, to date, the scale of the global response to the flooding in Pakistan has not been commensurate to the scope of the devastation. UNICEF currently estimates that it still requires c.$70 million to fund immediate relief and reconstruction operations.

Funds received by the campaign will be used to support both the immediate and medium-term needs of flood victims. Updates on the deployment of funds will be continuously updated on our website: www.pakistanappeal.com

WASH: Water tankering, generators, bladder tanks, chlorine powder, latrines, solid waste management and drainage systems

Health: Clean delivery and newborn care kits, emergency shelters, supplies for and construction of newborn and childhood illness health facilities

Nutrition: Emergency food rations, nutrient supplementation and infant de-wormization and immunization

Education: Temporary education facilities, psycho social support, mobilization and coordination of teaching staff and other human resources

Child Protection: identification, tracing and reunification mechanisms for missing children, establishment of “child friendly spaces” to provide child protection services

FUNDING GAP

$67m

USE OF PROCEEDS

Needs Proceeds to benefit

Health 891,926 children with Polio Vaccination

Nutrition 2,053 children with full Malnutrition Recovery

Education Formation of 15 Temporary Learning Centers

Source: UNICEF; Funding Gap as of 22 December 2010

“ The photograph that went round the world: four young children lying on a filthy patchwork quilt, one of them sucking on an empty yellow bottle, all of them covered by flies. The Guardian identified the

child with the bottle as two-year-old Reza Khan and tracked him down several days later to a makeshift camp at a roadside in Azakhel. He was still clutching the same bottle.

It was still empty.”

© AP Photo/Mohammad Sajjad

Source: The Guardian.

All enquiries and requests for further information should be addressed to one of the coordinators listed below.

Dina YazbakUNICEF

dyazbak@unicef.org

Imran SharihLatham & Watkins

imran.sharih@lw.com

Zaheer KhanBukhatir Group

YCP (Youth Club of Pakistan)zaheer.khan@bukhatirsci.com

Basil AhmedIFC – World Bankbahmed1@ifc.org

Mathias DoutreleauQuintessentially

mathias@projecta.ae+971 55 88 23063

CONTACTS

Cem SinirliogluLazard

cem.sinirlioglu@lazard.com