eCabs has expanded its partnership with L-Istrina ahead of this year’s national charity telethon, introducing a new ride category on its app and rolling out a large-scale visibility campaign across Malta.

From 1 December, 100 eCabs vehicles began circulating with L-Istrina-branded livery to raise awareness throughout the festive season and encourage the public to “ride for a cause”. The new L-Istrina ride category is now live on the eCabs app and has already started registering bookings.

The category is priced in line with eCabs Go but includes a €0.50 supplement per trip, which is donated directly to the Malta Community Chest Fund Foundation. eCabs will match the total amount raised, doubling all contributions collected between now and 26 December. The initiative is supported by in-app banners, rider notifications, social content and branded vehicles.

The company is also strengthening its operational support for the 12-hour Boxing Day telethon. A dedicated 45-person team, including 30 vehicles, 45 drivers and four logistics coordinators, will operate free of charge to assist with pledge collection on the day. eCabs will also continue supporting the Foundation in the days that follow by processing the funds pledged during and after the live broadcast.

Mark Mizzi, Head of Finance & Operations at the Malta Community Chest Fund Foundation, thanked eCabs for its consistent support over the years, highlighting the crucial role logistics partners play in ensuring the success of the national fundraiser.

Luke Spiteri, Head of Operations at eCabs Malta, said the company was proud to reinforce its commitment to L-Istrina, describing the telethon as a “national effort that brings the country together”. He added that the dedicated ride category gives people “a simple and meaningful way to contribute through their everyday mobility”.