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For the fifth year running, Avery Dennison is supporting the charity car rally the Amsterdam Dakar Challenge. The proceeds of the challenges are used to sponsor projects in underdeveloped areas.

Avery Dennison is proud to announce its support of the 2009 edition of the Amsterdam Dakar Challenge, as well as a number of other charity car rallies. The challenges involve highly motivated sponsored teams driving from Amsterdam to destinations such as Dakar, Beijing, Siberia, and the Red Sea. This year’s support means that we have been a Friend of the Challenge for five consecutive years.

The main goal of the various challenges is to support local projects that improve the quality of life for people in underdeveloped areas. These projects include microcredits, water wells and water purification driven by solar energy, research into malaria medicines, and information about the dangers of AIDS.

The latest initiative is the Bombay Challenge, which focuses on the battle against child abuse in India. Over a period of five years, these challenges have generated more than 3 million euros.

To increase the attention value of the vehicles, Avery Dennison is providing high quality self adhesive films. The materials are well suited to the extreme conditions of the journeys in terms of dust abrasion and temperatures varying from +40 degrees Celsius (Dakar) to -35 degrees Celsius (Siberia).

Click here for additional information on Avery’s participation as a Friend of the Challenge.