Detergent brand TOP’s back-to-school CSR campaign announces the return of “Cerahi Kehidupan Bersama TOP” (A Brighter Future with TOP) to support 333 children from single-mother families.
The No.1 detergent brand* in the country is collaborating with Jabatan Kebajikan Masyarakat Malaysia (JKM), AEON and Shopee to equip students from single-mother families with back-to-school essentials for the 2022 school year.
The back-to-school essentials include brand new school uniform, school shoes, socks, stationery set, pencil case and colour pencils.
Each family will also receive a 2.3kg pack of TOP powder detergent, while the children will receive a soft toy and an illustrated book by author Emila Yusof.
Southern Lion Sdn Bhd fabric care division marketing manager Ling Ai Li said TOP is proud to play its part as Keluarga Malaysia to support Malaysians through good times and tough times.
“The Cerahi Kehidupan Bersama TOP campaign is more needful than ever as it reduces the burden on single-mother families and encourages children to readjust to in-person school again.
“We understand that some children will face anxiety to return to school after spending a long time at home which is why we are including a soft toy and a beautifully illustrated limited edition book by famed artist, author and children’s book illustrator Emila Yusof to help educate them on the correct technique of handwashing in preparing them to get back to school,” she said.
Since its inception in 2015, the Cerahi Kehidupan Bersama TOP campaign has benefited 2,880 children from 85 communities nationwide with back-to-school essentials, while single-mother families and caregivers received TOP detergent products.
Ling said a portion of sales from selected TOP detergent products across AEON stores and Shopee platform from Nov 25 until Dec 26, 2021 will be channelled to equipping the 333 primary school students.
“This is the first year that we are collaborating with Shopee for the campaign as we notice that consumers are increasingly purchasing our products on this platform. We hope that it will result in higher collection to support more than the target of 333 children. Help us to help more single mothers and their school-going children so they can enjoy a brighter future,” she added.
JKM has shortlisted aid recipients who are single-mother families as well as care-givers for bed-ridden or differently-abled family members.
Meanwhile, TOP has identified families who had experienced reduced or lost income during the pandemic through media reports. They had reached out to these mothers individually for sizing details and to personalise the back-to-school essentials for the children. Priority will be given to families with children starting Primary One in 2022.
TOP will deliver the personalised back-to-school packs to JKM offices in twelve states for distribution to the single-mother families in 2022, ahead of the new school term.
Just in time for the back-to-school campaign, the brand has introduced the TOP Gentle Care Advanced Micro-Clean Tech liquid detergent that can remove 99.9% of viruses, including the Covid-19 and Influenza A, and bacteria.
The gentle, skin-friendly detergent is formulated with caring touch technology using plant-based active ingredients and skin-loving pH formula that is gentle on delicate skin. It uses 3X stain busting technology to remove tough stains, and fibre care technology to keep clothes looking new.
Southern Lion Sdn Bhd, the manufacturer of detergent brand Top, is a 50/50 joint venture company between Lam Soon (M) Bhd and Lion Corporation, Japan.
*Based on Retail Index Service for Detergent category for the 12 months ending March 2021 in Total Malaysia (Copyright ©️ 2021, The Nielsen Company (M) Sdn Bhd)
