TOP Pass It On Community Campaign | Share Clothes | Share Love

(L to R)  Third from left Executive Director, MYDIN Mohamed Holdings Bhd, Mr Ahimmat Mydin; Managing Director, Southern Lion Sdn Bhd, Mr Tatsuya Horiuchi; Minister of Women, Family & Community Development, Dato’ Sri Rohani Abdul Karim;  Deputy Managing Director, Southern Lion Sdn Bhd, Mr Edward Liew;  Senior Marketing Manager, Southern Lion Sdn Bhd, Ms Carmen Foo and the children from Persatuan Kebajikan Sweet Care Selangor & Kuala Lumpur at the grand finale of the TOP Pass It On community campaign.
The TOP Pass It On community campaign has received overwhelming response from the Malaysian public, resulting in a mammoth collection of 5,046 quality pre-loved clothes. The Minister of Women, Family & Community Development, Dato’ Sri Rohani Abdul Karim officiated the grand finale of the campaign which included the handover of some of these ‘micro-cleaned’ clothing items to representatives from four Klang Valley community organizations at MYDIN Mall USJ, here today.

The TOP Pass It On community campaign is believed to be among the largest initiatives to collect, sort and professionally launder pre-loved clothing items that have been gently used, in Malaysia.

This community campaign by TOP aimed to give more people the opportunity to experience the new breakthrough innovation of TOP Micro-Clean Tech that delivers the Next Level of Clean that removes both visible and invisible stains.

The campaign saw TOP collect and sort pre-loved clothes given by the public, have them professionally laundered by Regional Laundry using TOP Micro-Clean Tech to revive, renew and refresh them, before passing them to the community.  The Ministry of Women, Family and Community Development will gift the clothes to those who can benefit from them.

A total of 30 community organisations will receive the micro-cleaned pre-loved clothing from the nationwide mass contribution exercises organized by TOP from March 7 to May 18, 2017  in the Klang Valley, Kuala Terengganu, Penang, Johor, Sarawak and Sabah.

Dato’ Sri Rohani Abdul Karim commended TOP for its efforts in enabling a platform for communities to assist and empower their members, with a strong element of environmental conservation through the emphasis on sustainability while promoting the importance of a cleaner, happier and healthier lifestyle.
(L to R) Managing Director, Southern Lion Sdn Bhd, Mr Tatsuya Horiuchi; Minister of Women, Family & Community Development, Dato’ Sri Rohani Abdul Karim, and Senior Marketing Manager, Southern Lion Sdn Bhd, Ms Carmen Foo, handing over the micro-cleaned pre-loved clothing to children from Persatuan Kebajikan Sweet Care Selangor & Kuala Lumpur.

The TOP ‘Pass It On’ community campaign is very much in-line with the ideals of the Ministry of Women, Family and Community Development; and in-line with the way we help our constituents.  We appreciate that it creates a virtuous circle with those who have, voluntarily giving to those who have less, sharing memories and experiences, while reducing unnecessary waste of quality clothing. It is economically beneficial to communities while being environmentally friendly as well,” YB Dato’ Sri Rohani said.

“This is the type of private-public-people campaign that the Ministry of Women, Family and Community Development is implementing to help more people, while building awareness among the public that there is much that they can contribute that is of benefit,” YB Dato’ Sri explained.

TOP is the top choice among Malaysians, holding the number one position[1] among detergent brands in Malaysia. TOP is well-known as the Anti-Malodour expert, and now has added the new Micro-Clean Tech with Anti-Sebum technology to its arsenal, all developed by Lion Corporation Japan. TOP Micro-Clean Tech effectively removes visible and invisible stains for hygienically clean living.

The TOP R&D team has identified the cause of invisible stains as sebum, the body oil that is naturally secreted by our bodies. It is also present with sweat, and we produce more of it in hot & humid climates such as Malaysia. Sebum can be trapped in fibre cores, though it is invisible to the naked eye. it is not easy to remove even after washing with ordinary detergents. The trapped sebum molecules can be a nutrient source for bacteria and the breakdown of these molecules can result in unpleasant odour.

The TOP Micro-Clean Tech with Anti-Sebum range includes all the functionality that TOP is famed for including its anti-malodour, anti-mite dust, antibacterial and FreshCare™ fragrance technology that provides up to 30 days freshness after washing.

According to Southern Lion Sdn Bhd, Senior Marketing Manager, Ms Carmen Foo, the TOP Pass It On Community Campaign exceeded the brand’s expectations resulting in almost double the estimated collection, reflecting the public’s support and trust in the brand and its innovative detergent technologies.

TOP ran an awareness roadshow on micro-cleaned clothes that doubled as collection centres at malls, nationwide to enable givers to pass their pre-loved and gently used items, as finding collection centres is often one of the biggest hurdles to contributors. TOP thanks all our consumers for their support and trust in TOP’s Micro-Clean Tech detergent to renew and refresh their pre-loved clothing before it is gifted to the next user. Many of those who have received these micro-cleaned pre-loved items have shared their happiness at finding that they are almost as good as new, looking, feeling and smelling clean,” Ms Foo said. TOP Micro-Clean Tech with anti-sebum technology is available at retailers, nationwide.

Ms Foo was exciting that the response to the TOP Pass It On community campaign has been overwhelmingly positive. We are proud to be up to the challenge, and delighted to be the platform that has enabled so much generous sharing!

Santhini Kumar, 14 from Persatuan Kebajikan Sweet Care Selangor & Kuala Lumpur, the TOP Pass It On Community Campaign has given her the joy of owning clothing that she will cherish. Appreciate of this great TOP Pass It On Community Campaign and hope that can continue in future!

 (From left) Senior General Manager, Lam Soon Edible Oils Sdn Bhd, Mr Sharad Kumar; Marketing Director, Southern Lion Sdn Bhd, Ms Christina Yong; Executive Director, MYDIN Mohamed Holdings Bhd, Mr Ahimmat Mydin; Minister of Women, Family & Community Development, Dato’ Sri Rohani Abdul Karim; Deputy Managing Director, Southern Lion Sdn Bhd, Mr Edward Liew;  Senior Marketing Manager, Southern Lion Sdn Bhd, Ms Carmen Foo; and Managing Director, Southern Lion Sdn Bhd, Mr Tatsuya Horiuchi, unveiling the 5,046 pre-loved clothes collected for the campaign.
“I love this jacket so much. When I received it was like getting a brand new jacket because it looked clean, felt clean, smelled clean. I really appreciate the person who shared this wonderful gift with me, and my thanks to TOP for making this gift even more special with the effort to make it as good as new. It is wonderful feeling to own something so special!” Ms Santhini said.

“The TOP Pass It On community campaign has been widely accepted in Malaysia, as has the TOP Micro-Clean Tech range. It has succeeded in taking what our breakthrough technology can do – revive, refresh and renew clothes, and applying it to a bigger issue of supporting and empowering communities. As always it isn’t clean, until its micro-clean!,” Ms Foo said in closing.  

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[1] Based on Retail Index Service for Detergent category for 12 months ending November 2016 in Malaysia (Copyright © 2016, The Nielsen Company (M) Sdn Bhd) 

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