The majority of Malaysian families eagerly anticipate the start of the new school year, racing to equip their children with all new school necessities to motivate the kids to excel in their primary education. However, for urban poor families, the new school year is laden with major expenses.
While the percentage of urban poor is relatively low at 3.8%, Malaysia has one of the fastest urbanisation rates in South-East Asia with 77.9% of the country’s 32.4 million population living in urban areas which translates to almost 960,000 urban dwellers living in poverty. Most of the urban poor are settled in Projek Perumahan Rakyat (PPR) low-cost flats, which are densely populated with limited public amenities that are often associated with drug and alcohol abuse, crime and petty theft as well as domestic violence and abuse, making the residents vulnerable.
Those with lower educational attainment tend to be from households with lower incomes causing the income gap to widen. Encouraging and improving education opportunities is key to reduce income inequality.
A portion of sales from selected TOP detergent products across MYDIN stores from December 15, 2022 to January 15, 2023 will be channelled to equipping these 200 Primary One school students.
Since its inception in 2015, the Cerahi Kehidupan Bersama TOP campaign has benefited 3,206 children from 97 communities nationwide with back-to-school essentials, while contributing TOP detergent products to their families and caregivers.
TOP recently introduced The TOP Colour Signature line of Super Colour premium powder detergent and Colour Protect premium liquid detergent with breakthrough 5D Colour ProTech Laundry Technology that allows consumers to wash all laundry together with the confidence that colours won’t bleed, colourful clothes remain vibrant, and dark clothes stay dark. It prevents fabric from early aging, keeping them newer for longer helping prolong the life of garments thus promoting more sustainable living. Each participating family in the Cerahi Kehidupan Bersama TOP program will receive a 2.1kg pack of TOP Super Colour powder detergent from this line, and a reusable detergent dispenser.
TOP partnered with Kloth Cares and INTI to introduce the Colour Signature detergent line, and in the process collected more than 700 kilograms of good quality pre-loved clothing kindly donated by the Malaysian public. The pre-loved clothing will be cleaned and made available to participating families interested in upcycling projects.
To support the Cerahi Kehidupan Bersama TOP campaign in providing 200 urban poor Primary One students with back-to-school essentials, the public can purchase TOP detergent products from any participating MYDIN store nationwide from 15 December 2022 to 15 January 2023. For more information, please visit https://www.facebook.com/TOPdetergentMY.
To find out more about TOP products and the campaign, please visit http://www.southernlion.com.my or call customer care line at 1800-880-133.
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