Dairy giant helps children realise dreams through campaign


  • Community
  • Saturday, 05 Oct 2013

FIFTY Malaysian children are now a step closer to realising their dreams, thanks to Dutch Lady Malaysia’s Inspire Tomorrow Fund (ITF).

The ITF was launched early this year as part of Dutch Lady Malaysia’s Inspire Tomorrow campaign to mark the dairy giant’s 50th anniversary in Malaysia. In line with its mission of Helping Malaysians Move Forward in life with Trusted Dairy Nutrition.

The Inspire Tomorrow campaign is a platform which encourages Malaysians to come together to inspire and help the younger generation to realise their dreams in any field of their choice.

The 50 recipients will be selected through three channels — 10 via collaboration with the Education Ministry, 10 by the Social Welfare Department and the remaining 30 via a public video submission contest.

“The response has been fantastic, as we have received over 800 submissions. Malaysians from all walks of life have come forward to make a pledge to inspire children, be it a relative or even a friend’s child, so they can achieve their fullest potential,” said Dutch Lady Malaysia managing director Rahul Colaco.

The Education Ministry submissions cover students from schools in Kelantan and Terengganu. Each school is allowed one entry and the names of proposed students are submitted by the school’s principal. A total of 156 entries were received.

Submissions by the Social Welfare Department were obtained from NGOs and various charitable organisations whereby each home is entitled to submit five entries. This drew 43 entries from seven states.

Assoc Prof Dr Mariani Mohd Nor, a psychologist at the Educational Psychology and Counselling Depart-ment of Universiti Malaya who has been instrumental in developing the blueprint for assessment and selection in this category, shortlisted 16 deserving children from this category.

Parents or caregivers were called upon to share a video on how they inspire their child to achieve their full potential in the public submissions category. Of the 625 videos received, the 30 most inspiring will be adjudged the winners.

All 50 children selected will be awarded an insurance policy worth RM30,000 each. The policy matures when the child turns 18.

The 50 recipients will be given their awards at a ceremony on Oct 26.


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