A FUNDRAISING campaign to help pupils from hardcore poor families is taking place until Jan 15.
The Cerahi Kehidupan Bersama TOP (Brighter Future with TOP) campaign, run in collaboration with Mydin Mohamed Holdings Bhd (Mydin), aims to equip 200 Year One pupils living in People’s Housing Project (PPR) communities in Kuala Lumpur, Selangor, Johor and Penang with back-to-school essentials for the 2023/2024 academic year.
A portion of sales from selected detergent products across Mydin stores nationwide from Dec 15 last year to Jan 15 will be channelled to the cause.
The back-to-school essentials include a brand new school uniform, school shoes, socks, a stationery set, a pencil case, and colour pencils for each child.
The personalised packs will be delivered to the families ahead of the new school term, giving parents and children ease of mind that the latter would be on a level playing field with other classmates.
Each participating family in the campaign programme will receive a 2.1kg pack of detergent powder and a reusable detergent dispenser.
In introducing this recently launched detergent line, TOP had partnered with Kloth Cares and INTI International College Subang, and in the process collected more than 700kg of good quality preloved clothing donated by the Malaysian public.
The preloved clothing will be cleaned and made available to participating families interested in upcycling projects.
In a press release dated Dec 22, detergent manufacturing company Southern Lion Sdn Bhd senior general manager Carmen Foo said having similar back-to-school items as other pupils can help to motivate beneficiaries of the programme and put them in the right headspace to excel.
“Back-to-school preparations for even one child can disrupt the tight budgets of urban poor families, yet education is vital for these kids to break the cycle of poverty,” she said, adding that rising cost of living is a global issue and the urban poor are most at risk.
Since its inception in 2015, the campaign has benefited 3,206 children from 97 communities nationwide with back-to-school essentials, while contributing detergent products to their families and caregivers.
