# Charity to run first profit-with-purpose TV shopping channel

- Link: https://fundraising.co.uk/2014/07/25/charity-run-first-profit-purpose-tv-shopping-channel/
- Published: 2014-07-25T08:52:00+01:00
- Author: Howard Lake

**The Equal World Foundation, a UK registered charity, that works with deprived 
communities all over the world has launched the world’s first ever profit-with-purpose
TV shopping channel, Equal World TV and has revealed that Sir Richard Branson, as
Founder of his not-or-profit foundation Virgin Unite, has accepted the role as Patron
of the charity. 
The Foundation’s mission to improve the health and education of
deprived communities around the world, providing long term improvements to quality
of life by the creation and support of sustainable economic opportunity has positively
impacted the lives of over 200,000 people to date through various projects including:
building a library in Kenya, eco-stoves in Madagascar and building four schools 
in Tanzania.

![Let's Make a Difference. Equal World. Logo.](https://wfay6x.infiniteuploads.cloud/
2026/02/image-15.png)

Image: Equal World Foundation

 
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. In 2012, the same year The Genuine
Gemstone Company ranked No1 in the Sunday Times Fast Track 100, Steve joined Sir
Richard Branson on a Virgin Unite trip to South Africa. “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”
Steve commented. Explaining the concept of the channel, Steve 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 launche on Sky channel 652. For further information on 
the Equal World Foundation and to find out how you can get involved, please visit:
[http://www.equalworld.com/](http://www.equalworld.com/)   

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