The ‘Cerahi Kehidupan Bersama TOP & MYDIN’ Corporate Social Responsibility (CSR) programme exceeded its target of collecting RM40,000 in funds to provide 400 underprivileged children from 18 charity homes nationwide with a complete school kit of uniform, shoes, socks and bag.
The additional amount of more than RM 10,000 in funds was used to provide school kits to 40 children from two more charity homes bringing the total number to 440 children from 20 charity homes.
TOP, the No.1 detergent brand in Malaysia collaborated with MYDIN to carry out the charity fund raising campaign from October 12 to December 13, which saw 30 sen from the sales of selected TOP products from all MYDIN outlets nationwide channeled towards providing the back-to-school necessities for the pursuit of education among children aged between 7 to 17 years from charity homes.
The brand went all out to raise awareness and participation in the charity fundraising campaign with roadshows at all MYDIN outlets nationwide, receiving tremendous support from consumers in return.
Yang Berhormat Dato’ Hajjah Rusnah Bt Kassim, Pengerusi Jawatankuasa Bangunan Wanita & Keluarga, Kabajikan Masyarakat, Perumahan dan Kerajaan Tempatan accompanied by Southern Lion Sdn Bhd Deputy Managing Director, Edward Liew; MYDIN Area Manager for Northern Region, Mr Nantha Kumar A/L Sondaram; Southern Lion Sdn Bhd Senior Marketing Manager, Ms Carmen Foo were on hand to present the full school kits to 20 children from Rumah Anak Yatim Yayasan Amanah An-Nur Maisarah and Praise Home at the close of the campaign, that was held at MYDIN Meru Jaya, Ipoh here today.
Representatives from Rumah Anak Yatim Yayasan Amanah An-Nur Maisarah and Praise Home were also on hand to collect school kits purchased with the additional funds raised.
The children were full of smiles, after changing into their new school kits during the closing ceremony of the ‘Cerahi Kehidupan Bersama TOP & MYDIN’ campaign.
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 was to encourage school attendance and participation by providing tangible support in the pursuit of education, levelling 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.
Yang Berhormat Dato’ Hajjah Rusnah Bt Kassim 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.
“TOP and MYDIN have stepped up to assist these children in a meaningful way. They identified the need, and provided tangible support ahead of a pivotal time in every school going child’s life. Those of us who are blessed with enough may not understand the joy that these children find in having new school kits. It can be a huge motivator for them as this will definitely boost their self-esteem as well as self-image in achieving greater heights in their education,” Dato’ Hajjah Rusnah Bt Kassim 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.
TOP has transformed the detergent industry in Malaysia through many innovative technologies and the introduction of lifestyle concepts, 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.
Southern Lion Sdn Bhd Senior Marketing Manager, Ms Carmen Foo said that the campaign had garnered tremendous support from consumers who have always been supportive in making this CSR campaign a success.
“Initially our target was to raise RM 40,000. We were overwhelmed when the final funds raised hit more than RM 50,000. We decided to provide more children from two more homes with the full school kits with the extra funds collected.”
“TOP is driven by the spirit of innovation and to our commitment of making a hygienically lifestyle within reach of everyone. When we developed this campaign, we did not expect response to be so overwhelming. Thanks to all those who supported this campaign and making it a success” Ms Foo said.
“It is a satisfying gift that we can give to ourselves and our families, and through our purchase of TOP products 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.”
“We would like to thank all TOP consumers who have supported this campaign, and our partner MYDIN. Together we may have made a significant difference in the lives of up to 400 children by motivating them to go to school and participate more fully towards getting a good education through the contribution of these school kits,” she explained.
Among the 20 charity homes are:-
|2.||Rumah Anak Yatim Yayasan Amanah An-Nur Maisarah|
|3.||Pertubuhan Kebajikan Kasih Nurul Iman Negeri Perak|
|5.||Rumah Anak Yatim Miskin Murad Foundation|
|6.||Pertubuhan Anak Yatim Darul Aminan|
|9.||Rumah Anak Yatim Al – Hijrah|
|10.||Rumah Anak Yatim Darul Falah|
|11.||Rumah Amal Cahaya Tengku Ampuan Rahimah (RACTAR)|
|13.||Rumah Kanak-Kanak Darul Aitam|
|14.||Sunshine Cottage Welfare Society|
|15.||Berkat Children’s Home|
|17.||Rumah Tunas Harapan Pakatan Kasih|
|18.||Rumah Anak – Anak Yatim Salimah (Rays)|
|19.||Rumah Anak Yatim/Miskin Islam Sekolah Ugama Paya Rumput|
|20.||Sri Ramakrishna Ashram|
To find out more please visit http://www.southernlion.com.my or call customer care line at 1800-88-0133.