The ‘Cerahi Kehidupan Bersama TOP & MYDIN’ Corporate Social Responsibility (CSR) programme provided 440 underprivileged children from 20 charity homes nationwide with a complete school kit of uniform, shoes, socks and bag, exceeding its initial target.
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, 2015 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. It raised more than RM10,000, above the projected RM40,000, allowing the CSR program to benefit an additional 40 children from 2 more homes.
Representatives from the TOP and MYDIN 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 Pertubuhan Kebajikan Kasih Nurul Iman and Vision 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.
Perak Exco Member, YB 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, 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.