Realizing the hardship and burden of families from underprivileged and B40 of the extra expense to send their children back to school, TOP, the No 1 Detergent Brand in Malaysia via its “Cerahi Kehidupan Bersama TOP” (Brighter Future with TOP) charity fund-raising campaign has equipped 200 Primary One students from urban poor families in PPR communities in Kuala Lumpur, Selangor, Johor and Penang with back-to-school essentials.
The situation is compounded by the current global inflationary pressure that has increased the cost of living and their dilemma to survive in the metropolitan cities.
The commendable campaign was supported with the cooperation of MYDIN and Jabatan Kebajikan Masyarakat (JKM), as well as the generous Malaysians.
A portion of sales from selected TOP detergent products purchased from MYDIN stores nationwide from Dec 15, 2022 to Jan 15, 2023 was channeled to help urban poor families by providing back-to-school essentials for their children.
JKM helped to identify the target group by shortlisting the list of recipients according to the set conditions, visiting selected families and helped to measure the sizes of uniforms and shoes.
Priority was given to families with children entering Primary One in the 2023/2024 school year, however some Primary Two and Primary Three students from needy families are also listed.
The back-to-school essentials include school uniforms, school shoes, socks, stationery set, pencil case, school bag, personalised bag tag and colour pencils for each child.
In addition, each family will receive a 2.1kg pack of TOP Super Colour powder detergent and a reusable detergent dispenser. TOP will deliver the back-to-school packs to JKM offices for distribution to the families that have been identified from PPR communities, ahead of the new school term.
The Cerahi Kehidupan Bersama TOP campaign that started in 2015 has benefited 3,406 children from 104 communities nationwide with back-to-school essentials, while contributing TOP detergent products to families.
Ms Carmen Foo, Senior General Manager of Southern Lion Sdn Bhd thanked MYDIN, JKM and the brand’s customers for making a brighter future a reality for children from PPR communities.
“Based on consumer spending trends we estimated a lower fund collection, but TOP customers shopping at MYDIN stepped up to support the campaign because the education and well-being of children is important to them, as it is for us. We are elated by the thoughtfulness and kindness of TOP customers. Kudos to the JKM team for their efficient and caring liaison with PPR communities, and for the logistic support to distribute these essentials to the families. Our thanks to everyone for this cooperation on this campaign. 200 Primary One students from PPR communities have a brighter future thanks to you,” says Foo.
This year the Cerahi Kehidupan Bersama TOP campaign has benefited communities in PPR Seri Pahang and PPR Seri Pantai in Lembah Pantai, Kuala Lumpur, PPR Desa Rejang in Setiawangsa, Kuala Lumpur, PPR Taman Putra Damai in Lembah Subang Selangor, and PPR Taman Cendana in Pasir Gudang, Johor; and PPR Desa Wawasan and PPR Ampang Jajar in Penang.
Developed by Lion Corporation, Japan, TOP is 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 breakthrough innovations. It is famed for its Advanced Micro-Clean Tech with Lion Japan’s Anti-Microbial Tech that deploys next generation detergent technology that effectively removes 99.9% of harmful viruses including (COVID-19 virus & Influenza A), and bacteria 2 .
TOP also contributed its TOP Super Colour powder detergent to each student to equip them with a high-performance detergent to hygienically and thoroughly clean their laundry including school uniforms.
“TOP Colour Signature line of Super Colour premium powder detergent and Colour Protect premium liquid detergent with breakthrough 5D Colour ProTech Laundry Technology allows consumers to wash all laundry together 3 with the confidence that colours won’t bleed, colourful clothes remain vibrant, and dark clothes stay dark. It prevents fabric from early aging, keeping them newer for longer, helping prolong the life of garments thus promoting more sustainable living,” added Foo.
The campaign has been held for eight years consecutively to motivate students from underserved communities and B40 households to achieve more by boosting their self-confidence and self-esteem; and to educate them on caring for their clothing so that they are clean, and hygienically laundered.
