Milo’s latest campaign focuses on a positive attitude through sports


Tan and Nestle communications director Khoo Khar Khoon (fith and sixth from left) cheering on the spirit of “Never Giving Up” with the Ombak FC boys.

TO CHANGE the perception of winning and losing among children, Milo’s Champions Never Give Up campaign aims to encourage parents to play a role in nurturing a positive attitude within their children.

The brand continues its 60-year journey advocating for children’s learning of life values through the platform of sports, this time advocating for perseverance, a critical difference between whether kids succeed or fail in their life-long learning journey.

“We remain fully committed to advocating sport values because we have seen strong real-life testimonials throughout our decades of effort,” Tan added.

Positive attitude is a little thing that makes a big difference, and the campaign focuses on winning not being just about achieving tangible victories – a child who learns to bounce back from setbacks always gain a valuable life skill.

“Sport is a proven hidden social worker that provides positive teaching for children that books cannot teach,” said Nestle Milo business unit executive business director Philomena Tan.

1 Giving the thumbs up (from left) ‘Takkan Gentar’ host Adi Fashla, Khairulnizam, Santokh, Nestle communications director Khoo Khar Khoon, Tan, Ombak FC coach Mus and Ann.2 Tan and Khoo (fifth and sixth from left) with the Ombak boys.3 Singer Hazama Azmi performing the theme song of the series.4 Malaysia’s first female MMA fighter Ann Osman at the campaign launch. Photos: ART CHEN
Giving the thumbs up (from left) 'Takkan Gentar'  host Adi Fasha, Khairulnizam Santokh, Nestle communcations director Khoo Khar Khoon, Tan, Omback FC coach aMusa and Ann.

We remain fully committed to advocating sport values because we’ve seen strong real-life testimonials throughout our decades of effort,” said Tan.

“Positive attitude is a little thing that makes a big difference, and the campaign focuses on winning not being just about achieving tangible victories – a child who learns to bounce back from setbacks always gain a valuable life skill.

“We see its power reflected in the successes of Malaysians such as Datuk Santokh Singh, Ann Osman, Khairulnizam Afendy and Welson Sim. Their ‘Never Give Up’ spirit was evident and instrumental in their achievements – and all would agree that it is important to have the right attitude from young,” Tan added

A key message was that if children are to succeed in a competitive world, they must learn to hang in there and not quit.

A teaser for an eight-episode reality series titled ‘Takkan Gentar’ was screened, telling the trials and tribulations of a local football team, Ombak FC, vying for victory on the field while discovering the values that can only be learnt in sport.

Airing on Aug 18, Takkan Gentar also includes professional mentors such as soccer legend Santokh Singh, female MMA fighter Ann Osman, celebrity trainer Fatimah Bakar, former national gymnast Saiful Razlan and Malaysian cup winner Nazzab Hidzan.

Part of the Milo Champions Never Give Up campaign is to let parents participate because they play a vital role in nurturing a positive and never give up attitude within their child. The parent is a child’s life-long guiding light; support from them is proven a much-needed element in a child’s total well-being.

National sailor Khairulnizam Afendy and Ann shared their stories of their toughest moments and how they persevered through during the launch of the campaign with the Ombak FC boys and parents who were present.

“Obsessing about winning will negate all values a child can learn on the field. The best first coach to a child’s learning journeys is parents,” Tan said.

We want all parents to know that Milo is always here to support morally; and at the same time, we give them a helping hand with valuable tools that they can use as their child’s daily coach,” she added.


   

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