TOP, the No.1 detergent brand in Malaysia in collaboration with MYDIN has launched a charity fundraising campaign to provide the back-to-school necessities for the pursuit of education among 400 underprivileged children, nationwide.
The Corporate Social Responsibility (CSR) programme themed ‘A Brighter Future with TOP and MYDIN’ or ‘Cerahi Kehidupan Bersama TOP dan MYDIN’, was launched at MYDIN Mall USJ by the Deputy Minister of Women, Family and Community Development, Yang Berhormat Senator Datin Paduka
Chew Mei Fun.
It will see 30 sen from the sales of selected TOP products from all MYDIN outlets nationwide from October 12thto December 13th, 2015 channeled towards the purchase of a full school kit of uniform, bag, sock and shoes for 400 children who may be more frequently absent due to limited units of donated school supplies to take them through the school year.
With the rising cost of full school kits, the campaign aims to raise more than RM40,000 to benefit 400 orphans aged between 7 to 17 years old, from 18 charity homes across the nation.
The starting point for this charity fundraising campaign was a short survey by TOP with various charity homes on the immediate needs of the children, in line with the brand’s concept of encouraging hygienically clean living from young.
Understanding that for underprivileged children, the clean clothes that most take for granted may be out of reach, TOP, the No.1 detergent brand in Malaysia¹ developed the ‘Cerahi Kehidupan Bersama TOP dan MYDIN’ charity fund raising campaign.
The objective of the campaign is to encourage school attendance and participation by providing tangible support in the pursuit of education, leveling the playing field when it comes to uniforms and school essentials while boosting self-esteem and self-image, educating them on living skills such as washing clothes and presenting a clean, neat and well-groomed appearance.
The Deputy Minister of Women, Family and Community Development Malaysia, Yang Berhormat Senator Datin Paduka Chew Mei Fun lauded TOP and MYDIN for including their business partners as well as customers in delivering social responsibility to the less privileged, coming together to serve the needy and in the process fostering a more closely-knitted and caring society.
“In today’s highly competitive business environment where many organisations are primarily preoccupied with watching bottom lines, TOP and MYDIN have decided that business success and social responsibility do go hand in hand. While we move forward as one nation and one people, it is important that more corporate and private sectors work together, participating actively and even engaging others to be mobilised in this CSR pursuit,”she said.
TOP, developed by LION Corporation Japan is well known for championing the concept of hygienically clean living to encourage cleaner laundry, more comfort and a better sense of well being through its continuous innovation through breakthrough Japan technology.
Southern Lion Sdn Bhd Senior Marketing Manager, Ms Carmen Foo said that TOP has transformed the detergent industry in Malaysia through many innovative technologies and the introduction of lifestyle concept, over the years.
As the industry leader in the detergent field, TOP is committed to giving back to the community to assist those in need.
“TOP is driven by the spirit of innovation and has been well accepted by Malaysian consumers. That is why we want to give back to the community in a meaningful way. We are expanding our hygienically clean living concept to benefit the underprivileged, focusing on increasing school attendance and participation by providing school essentials such as uniforms and the living skills to wash and maintain their clean appearance.”
“As consumers we can make a difference by adopting a hygienically clean lifestyle with TOP. It is a satisfying gift that we can give to ourselves and our families, and through our purchase of TOP products during this period we can also assist these underprivileged children a brighter future through the introduction of a hygienically clean living practice from young, while returning a sense of dignity and pride in their appearance,” she said.
Children from Rumah Amal Cahaya Tengku Ampuan Rahimah (RACTAR) and Rumah Kanak-Kanak Ini Di Sayangi (KIDS), had a special performance that showcased how underprivileged children with good guidance can shine.
“Cerahi Kehidupan Bersama TOP dan MYDIN engages customers and educates them on hygienically clean living. Work with us to contribute 30 sen with each purchase of selected TOP products from all MYDIN outlets nationwide from October 12th to December 13th2015 towards giving 400 children a brighter future with a full school kit,” said Ms Foo in closing.