Equal World launches shopping channel

The Equal World Foundation, a UK registered charity that works with deprived communities, has launched its TV shopping channel, Equal World TV, and has revealed that Richard Branson, as Founder of his not for profit foundation Virgin Unite, has accepted the role as Patron of the charity.

Equal World TV will be a global first of a wholly charity-owned TV shopping channel that provides a route to market for social enterprises across the planet as well as providing a retail platform for mainstream goods with all profits being utilised by the Equal World Foundation to further its mission.

Steve Bennett, CEO & Founder of The Genuine Gemstone Company was the driving force behind the creation of the Equal World Foundation, and is one of its trustees.

“The Virgin Unite experience and visit to the Branson Centre was inspirational and further consolidated my vision of business being a force for good. My relationship with Virgin Unite provides enormous leverage into the corporate world of fundraising and strengthens the charities relationship” Bennett commented.

Explaining the concept of the channel, Bennett said, “By the foundation establishing a direct response TV presence in over 10 million homes across the UK, it can develop its own significant revenue streams which can be devoted to its mission. I believe that profit-with-purpose ventures such as this demonstrate an exciting new approach to charity which will dramatically increase impact.”

The Equal World TV shopping channel will launches on Sky channel 652.

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