CHERY and Bouchra Baibanou Support 230 Children in Al Haouz

A schoolbag filled with supplies formed the starting point for CHERY Maroc’s latest community initiative. On October 6, 2026, the brand joined Moroccan mountaineer Bouchra Baibanou in Al Haouz to support 230 children. Together, they marked the beginning of the school year with a day of distribution and conversation.

CHERY Al Haouz Initiative Reaches Three Villages

The teams visited Tizi Ouadou, Askan and Amekayzoul, three douars in the mountainous region. There, they distributed 230 schoolbags containing classroom supplies. Moreover, the Tifaouine association helped coordinate the initiative on the ground, alongside support from local authorities.

Bouchra Baibanou Shares a Message of Confidence

Beyond the distribution, Baibanou spoke with children about ambition, self-belief and perseverance. The Moroccan mountaineer and community advocate encouraged them to think broadly about their futures and trust their abilities. A CHERY partner for more than a year, she brought her experience of pursuing demanding goals into the conversation.

Time for Conversation and Connection

The day also gave CHERY’s teams an opportunity to meet residents and spend time with local families. In addition to practical support, the programme made room for listening and shared experiences. Its message centred on encouragement, transmission and the connections that simple gestures can create.

A Local Expression of CHERY for Family

The CHERY Al Haouz initiative inaugurates the brand’s Moroccan platform, “Les petits gestes font les grandes journées.” Developed from its international CHERY for Family signature, the platform extends the brand’s family focus into community engagement. Here, that approach took the form of school supplies and direct contact with children and residents.

Building a Presence Beyond the Automotive Sector

According to Nada El Gourch, CHERY Maroc’s marketing and communications manager, a brand’s identity also develops through the moments it chooses to show up. Accordingly, the company presents this first action as the beginning of further community initiatives. Present in Morocco through Groupe Auto Hall, CHERY places this programme within its broader approach to local engagement.

A First Step Towards Continued Engagement

For the children involved, the day combined useful school materials with a message of possibility. Meanwhile, CHERY Maroc has expressed its intention to continue developing initiatives that strengthen its