Thursday, December 16, 2021

'Cerahi Kehidupan Bersama TOP' Returns Bigger and Better to Support 333 Children from Single Mother-Led Families

photo provided by TOP

The daily struggle of single mother-led families in Malaysia 
Has worsened during the COVID-19 pandemic.  
More than 150,000 single mothers 
Have registered for aid with 
The Ministry of Women, Family and Community Development.
 
A survey found that single mothers are the hardest hit group 
During the pandemic as they are the main breadwinner 
And the sole caregiver for their families. 
For financially stretched single mothers, 
The back-to-school season can be highly stressful 
As they need to provide for their children's future on a tight budget.
 
Understanding the need of single mothers, 
The Cerahi Kehidupan Bersama TOP (Brighter Future with TOP
Charity fund-raising campaign 
Returns bigger and better in collaboration 
With Jabatan Kebajikan Malaysian (JKM), AEON and Shopee, 
With the goal of equipping students from single-mother led families 
With back-to-school essentials for the 2022 school year. 
 
JKM shortlisted current aid recipients including single mother-led families 
As well as those who are care-givers for bed-ridden 
Or differently-abled family members. 
Priority was given to families with children 
Starting Primary One in 2022. 
Meanwhile, TOP identified families 
Who had experienced reduced or lost income 
During the pandemic through media reports. 
Priority is given to families with children 
Who will start Year One in 2022. 
TOP has contacted these single mothers 
To obtain details on the sizing and other requirement 
For the 333 children involved. 
TOP reached out to these mothers individually 
For sizing details and to personalise 
The back-to-school essentials for 333 children.
 
A portion of sales from selected TOP detergent products 
Across AEON stores and Shopee platform 
(via the official Southern Lion store) 
From November 25 to December 26, 2021 
Will be channeled to equipping these 333 primary school students.
 
The back-to-school essentials include brand new school uniform, 
School shoes, socks, stationery set, pencil case, 
And colour pencils for each child. 
Each family will receive a 2.3kg pack of TOP powder detergent, 
While the children will receive a soft toy, 
And an exclusive illustrated book 
By multi-award winning children's picture book author and illustrator Emila Yusof, 
Who has created more than 40 books for children 
Such as the Dina series that includes My Mother's Garden, 
My Mother's Kitchen, My Father's Farm and the latest, Dina's Art Class.
 
TOP will deliver the personalised back-to-school packs to JKM offices 
In 12 states for distribution to the single mother-led families in 2022, 
Ahead of the new school term.
 
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 contributing TOP detergent products 
To their families and caregivers.
 
Just in time for the back-to-school campaign, 
The brand has introduced 
TOP Gentle Care Advanced Micro-Clean Tech liquid detergent 
That can remove 99.9% of viruses (COVID-19 and Influenza A) and bacteria.
 
TOP Gentle Care is formulated with Caring Touch Tech 
For an overall skin-nurturing experience. 
Powered by plant-based active ingredients 
Which are free from the five most common allergens that trigger skin sensitivity, 
It is suitable for the wellbeing of the entire family's skin.  
The skin-loving pH formula is dermatologically tested, 
With a lasting citrusy fresh and clean fragrance. 
This gentle, skin-friendly detergent uses 3X Stain Busting Tech 
To effectively remove even the toughest stains 
By penetrating deeply through fabric layers, 
Pulling out stains and keeping dirt from redepositing onto laundry. 
TOP Gentle Care uses Fibre Care Tech to protect clothes 
By conditioning fabric at the fibre level 
To help clothes retain the look and feel of newness for longer.
 
During the pandemic, 
TOP has become a comforting presence for many, 
Helping to ease the burden of Orang Asli students and their families, 
Single mothers, front liners, vaccinators and the homeless 
Through product contributions totaling approximately  RM600,000. 
The brand has also raised spirit 
With the rousing tribute song 'Bebas Melangkah'.
 
"While the pandemic has been difficult for all of us, 
Malaysians are proving resilient and bouncing back 
By lifting up and supporting those who are most in need. 
TOP is proud to play our part as Keluarga Malaysia 
Being here for you in good times, and tough times. 
The Cerahi Kehidupan Bersama TOP campaign 
Is more needful than ever as it reduces the burden on single mother-led 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," says Ms Ling Ai Li, Marketing Manager of Fabric Care Division at Southern Lion Sdn Bhd. 
  
Commenting on the cooperation, 
JKM commended and lauded the noble efforts of TOP 
In organizing the Brighter Future with TOP initiative 
Which can benefit those affected during the Covid 19 pandemic.
 
For Emila Yusof the collaboration with TOP 
Allows her to provide gentle guidance on health and hygiene to children 
Who are still coping with life changes due to the pandemic 
Through the story of Kiki that follows a young girl 
In a typical pandemic day with her mother's frequent reminders to wash hands, 
And to wash clothes. 
"Children remember the stories their mothers tell them 
At bedtime well into adulthood, 
And the illustrations act as a visual reminder on what they should do. 
I'm delighted that this collaboration with TOP 
Can bring comfort and more closeness 
Between single mothers and their children," says Emila.

The limited edition book 'Kiki Menentang Dunia Kuman' by Emila Yusof 
Will be gifted to all the Cerahi Kehidupan Bersama TOP recipients. 
The public can redeem this beautifully illustrated book 
By purchasing RM45 and above of TOP detergent 
Or Kirei-Kirei hand wash products in a single receipt 
From AEON or Shopee via Southern Lion Official Store, 
Whatsapp 018-6688025 with their details and proof of purchase 
Before answering one simple question. 

For more information, 
Please visit https://www.facebook.com/TOPdetergentMY.
 
"This is the first year that we are working 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 a higher collection
And the opportunity to help even more children than the 333 
That we have committed to aiding. 
Help us help more single mothers and their school going children 
So they can enjoy a brighter future," 
Adds Ms Ling in closing.
 
To find out more about TOP products and the campaign, 
Or call customer care line at 1800-88-0133. 

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