The true meaning of Eid, or better
known in Malaysia as Hari Raya Aidilfitri, goes beyond celebration with your
loved ones. Hari Raya is also a season of giving back, especially to those in
need. This year, Garnier Malaysia brought a new meaning to Raya celebration
through its campaign, Serikan Diri Di
Aidilfitri, by collaborating with retailer partner MYDIN to give back to communities
through the empowerment of women.
This was made possible by working
together with TechForGood, a programme under the Global Entrepreneurship
Movement Association (GEMA). TechForGood is an initiative that uplifts and empowers
micro-communities in Malaysia by facilitating the learning of new skills and
improving their income through the help of technology. Since its inception in 2018,
TechForGood has reached out to about 500 members.
At the campaign closing ceremony
held at MYDIN USJ, Garnier Malaysia announced that the partnership with
MYDIN would benefit TechForGood in two ways:
(1) For every Garnier product sold at MYDIN during the
Ramadan month, RM0.20 was contributed to the programme; and
(2) For every RM30 and above for Garnier products
purchased during the MYDIN roadshow between 24 – 30 June 2019, shoppers received
a handmade pouch or reusable tote bag sewn by women under the programme.
Garnier has always been committed
in supporting the needs of the local community, and the brand’s DNA carries
through in Malaysia. “We don’t view our social responsibilities separately from
our business activities – we integrate both seamlessly under our sustainability
strategy. As a programme that helps the community by scaling up their
entrepreneurship skills, TechForGood’s vision is in line with our commitment,
which is all about helping the local community in need,” said Ian Cheng,
Marketing Manager of Garnier Malaysia.
“Throughout our Serikan Diri Di Aidilfitri campaign
which ran throughout the month of Ramadan, a total of 48,000 gift items,
handmade by women under the programme, were given out to shoppers. We are
extremely pleased to share that a total of RM15,000 was raised in collaboration
with MYDIN to support TechForGood, which will contribute to the advancement of
the programme, helping to benefit even more of its members,” continued Ian
Cheng, Marketing Manager of Garnier Malaysia.
Speaking about how Garnier
Malaysia’s involvement has benefitted TechForGood members, Ms. Deborah Melissa
Bottreau, President of GEMA explained: “TechForGood is our technology matching
program to ensure better access to its benefits. Many times, we find that the
tech laggards are usually because they were strapped for time and resources to
consider alternatives. We offer different outreach to empower their use so that
they can adopt technology to earn and learn better.
We thank Garnier who came
on board to work with us in empowering some 50 women to have a renewed
perspective on how to benefit from learning more skills and then applying these
skills to earn. We hope to move to the next level of collaboration with Garnier
for the next season so that this can be a sustainable income for these women.”
For these three women from the
TechForGood programme, learning a new skillset is an incredibly useful advantage.
“I’m very glad that I was able to learn new sewing skills and contribute to the
campaign by making the pouches and tote bags. Hope to participate in more
programs like these - I can use my skills, gain extra income, and get to see my
handiwork in public,” expressed Nur Nabila Faridil Azha.
Nurdiana Nadira Azizan stated that
her skill set had improved after joining the TechForGood programme: “Thanks to
Garnier’s project, I learned more about sewing, and I can put the skills to
good use in future to further supplement my family’s income.”
For Nor Atikah Razali, sewing has
always been more of a hobby, but she is discovering more potential with her
newfound skills. “Apart from basic sewing techniques, I didn’t know how to
design or market my handiwork. Through the campaign, I learnt how to sew bags!
When I see the pouches and tote bags I made being given as gifts, I feel so
proud of my achievements. This has definitely boosted my self-esteem!” she
said.
Celebrities Amyra Rosli, Shafiq
Kyle and Azira Shafinaz were also present at the Serikan Diri Di Aidilfitri campaign closing ceremony. For all
three, who appeared in the recent TV3 miniseries Serikan Hatimu, this Raya’s celebration was made all the more
meaningful by supporting a good cause that empowers women. They expressed their
support towards Garnier, and even shared their favourite products.
Garnier is a proud sponsor of Serikan Hatimu mini series, celebrating
the beauty of friendship and the empowerment of women. To catch the recap, log
onto to TV3 channel on YouTube.
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