Cerahi Kehidupan Bersama TOP Campaign Empowers 420 Orang Asli Students with Back-to-School Essentials, Including Reusable Face Masks for Covid-19 Protection, Thanks To Malaysian Generosity Supported by TESCO & and the Jabatan Kemajuan Orang Asli (JAKOA). | The start of the 2021 school year is like no other with Malaysia in a State of Emergency, to fight the Covid-19 pandemic. Our nation is striking a delicate balance between protecting the well-being of the population whilst ensuring that the next generation receives the best education possible despite the economic impact the pandemic has had on communities such as the Orang Asli.
Orang Asli population have been among the hardest hit economically, and the recent floods in Johor, Pahang and Perak have further disrupted incomes while the fear of their children possibly contracting Covid-19 weighs on them. Despite these setbacks, Orang Asli families are eager for their children to continue schooling for a better future.
TOP, the Putra Brand Award 2019 Platinum winner for the household product category , ‘Brighter Future with TOP’ charity fund-raising campaign, supported by TESCO and JAKOA arrived right on time to empower 420 Orang Asli students from six schools in Pahang, Perak and Johor with back-to-school essentials including two reusable face masks per child for Covid-19 protection, and TOP powder detergent to hygienically launder their uniforms in the 2021 school year. The funds collected exceeded expectation equipping an additional 60 students from the initial target of 360 students.
Southern Lion Sdn Bhd, Marketing Manager (Fabric Care Division) Ms Ling Ai Li thanked TESCO, JAKOA and the brand’s customers for supporting a brighter future for Orang Asli children even in these difficult times.
“Based on consumer spending trends we estimated a much lower fund collection, but TOP customers shopping at Tesco stepped up to support the campaign because Orang Asli education and well-being is an important cause for them as it is for us. We are elated by the caring and kindness of TOP customers. While our team did not visit the Orang Asli schools this year for everyone’s well-being our goal was to equip the students for the academic year, and to help them stay protected against Covid-19. The JAKOA team efficiently provided on-ground information, and the logistics support to get essentials to these isolated communities. Our thanks to everyone including the respective state education departments, teachers and Orang Asli village chiefs. Four hundred and twenty Orang Asli children have a brighter future thanks to you!” Ms Ling explains.
Tesco Stores (Malaysia) Sdn Bhd, Head of Communications and Corporate Social Responsibility, Ms Hanim Hamdan said that the leading retailer fully supported the campaigns goals and choose to add value by contributing water bottles and food containers to help Orang Asli students comply with Covid-19 standard operating procedures (SOP) of physical distancing.
The goals of the Cerahi Kehidupan Bersama TOP campaign resonate with TESCO value of Every Little Help Makes a Big Difference. We are proud to be TOP’s retail partner for this campaign for the second consecutive year because the campaign is making a positive difference in underserved communities such as this. Our team chose to gift reusable water bottles for students to stay hydrated, and food containers for them to bring meals from home so they can ensure to continue physical distancing and to maintain the best hygiene by handling their own food, while the threat of Covid-19 is still at large. Our hope is that all of us can stay safe by following the SOPs during this time,” says Ms Hanim.
The Orang Asli primary schools receiving back-to-school essentials include SK Kampung Kudong a high-achieving Orang Asli school in a forest reserve in Bekok Johor, SK Pos Dipang in Jeram, Perak that has shown exceptional spirit in rebuilding from landslides, floods and other tragedies, and the isolated SK Terisu, in Cameron Highlands, Pahang. Orang Asli students from SK Kenering, SK Pahit and SK Batu 4 in Perak were also recipients.
Despite restrictions on interstate travel and flooding in some areas, the JAKOA’s team arranged and delivered 150 cartons of back-to-school essentials of new uniforms, shoes, socks, school bags, stationery sets, pencil cases, colour pencils, exercise books, water bottles, food containers, two pieces of reusable face masks and a 750gm pack of TOP Super Hygienic Powder Detergent for each child, as well as art supplies and ukuleles for the school. The contribution serves to protect the children from the Covid-19 virus, motivate them to attend school and ease some of their parents’ financial burdens.
JAKOA Director General, Prof Juli Edo praised TOP, TESCO, the JAKOA team, teachers and the public who have contributed generously to the campaign.
“Many Orang Asli communities are economically fragile. The Covid-19 pandemic has severely impacted their livelihood, and the recent floods have been a setback for some villages that were beginning to recover. The Cerahi Kehidupan Bersama TOP back to school campaign is timely because it eases the strained finances of parents, motivates and equips children to head back to schools, and through the contribution of the reusable face masks gives them protection against the Covid-19 virus. This year’s campaign shows a lot of thoughtfulness towards the Orang Asli communities with important adds-on to help them stay protected, including the contribution of TOP Super Hygienic powder detergent for each students, and an unexpected but very welcome one kilogram of TOP powder detergent each for approximately 3,000 villagers. The kindness of so many Malaysians, and of TOP and Tesco will be remembered,” Prof Juli Edo says.
The JAKOA logistic team aided delivery of more than 200 cartons of TOP powder detergent has positively uplifted hundreds of Orang Asli families by easing their finances, providing motivation for children to stay in school.
Developed by Lion Corporation, Japan, TOP is known for championing the concept of hygienically clean living to encourage cleaner laundry, more comfort and a better sense of well-being through its continuous breakthrough innovations. It is famed for its Micro-Clean Tech that effectively removes both visible and invisible stains, so laundry is hygienically clean. TOP contributed its TOP Super Hygienic detergent to each student, and to about 3,000 villagers to equip them with a high-performance detergent to hygienically and thoroughly clean their laundry including school uniforms and cloth face masks.
“TOP Super Hygienic Powder detergent and TOP Odour Buster Liquid Detergent are especially suitable during the pandemic as the enhanced antibacterial formulation eliminates 99.9% of bacteria* for maximum protection and has high performance anti-sweat odour to remove sweat smells from heavily soiled clothes and deodorize fabric for a refreshingly clean scent,” adds Ms Ling.
The campaign has been held for six years consecutively to motivate students from underserved communities and B40 households to achieve more by boosting their self-confidence and self-esteem; and to educate them on caring for their clothing so that they are clean, and hygienically laundered. It has now benefited almost 2,900 school children aged between 7 to 17 years from 85 communities in need including Orang Asli, and NGOs serving orphans and children from single parent households.
Tok Batin Ahmad bin Nanggong of Kampung Orang Asli Sg. Getan, Pos Terisu, Cameron Highlands, Pahang, said the community was overjoyed by the assistance as many of them are experiencing strained finances and worries regarding their children’s safety as they return to school.
“Thank you to TOP, Tesco, JAKOA and all who remembered us. This assistance has lifted a heavy burden from us. Many families in our village cannot afford to buy masks for our children, but we still want them to get a good education so they can succeed. The children are so excited and happy to be fully equipped as they head back to school, and parents have the ease of mind in knowing that the masks can protect them. The TOP powder detergent is much appreciated! This is the #kitajagakita spirit in practice!” explains Ahmad.
To find out more about TOP please visit http://www.southernlion.com.my or call customer care line at 1800-88-0133.
A Brighter Future With TOP 2015 to 2020
Year No of Children Benefitted NGOs/Communities
2015 440 20
2016 400 16
2017 439 18
2018 500 18
2019 674 7
2020 420 6
Total 2,873 85
Thank you TOP for this great campaign for the needed!
Alhamdulillah, this really a good initiative by the corporate sector to help those in need. Congrats !
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