Hypermarket, household brand campaign to fulfil wishes of terminally ill children

The Star

7 days ago

(From left) Teoh, Ameer, Jamaliah, Nantha Kumaran and Mydin director Datin Dr Siti Hawa Mohd launching the meaningful campaign. — Photos: YAP CHEE HONG/The Star
BLENDING commerce and compassion, a hypermarket chain has joined forces with a household brand to make the wishes of terminally ill children come true.
Partnering with Procter and Gamble (P&G), Mydin Mohamed Holdings Bhd (Mydin) has launched a 45-day campaign that began on May 15.
The campaign is raising funds for the Children's Wish Society of Malaysia (CWS), a non-profit organisation that have been fulfilling the wishes of children with life-limiting ailments in the past 18 years.
Titled 'Kami Bawa Senyuman – Jom Tunaikan Impian Kanak-Kanak', the campaign invites the people to buy P&G products at any Mydin branch.
For every RM10 spent on these products, P&G will donate 10sen to the CWS cause.
Selangor public health and environment committee chairman Jamaliah Jamaluddin believed the campaign would have a big impact on the children.
She said a simple wish could mean the world for the youngsters.
'This campaign is an exemplary show of compassion, where the community comes together to support the most vulnerable members of society.
Balloons are distributed to children of shoppers at Mydin Subang Jaya.
'It reflects our collective responsibility to help those in need,' she said at the campaign launch at Mydin Subang Jaya, Selangor.
Jamaliah said many terminally-ill children were unaware of their challenging circumstances.
'I believe this initiative will not only raise funds but also spread a powerful message of solidarity and support for the underprivileged.
'It's a reminder that as a community, we must always lend a helping hand,' she said.
The campaign's efforts, she noted, would also reduce the burden of disadvantaged families, allowing them to focus on spending precious moments with their children without the worry of financial strain.
'It's crucial that we do our part in supporting these families.'
Mydin managing director Datuk Ameer Ali Mydin said true business success went hand in hand with social responsibility.
'Through our Mydin Prihatin initiatives, we work closely with supplier partners to amplify the positive impact we can make.
'This campaign, in partnership with P&G and the CWS, transforms everyday shopping into a powerful gesture of hope.'
P&G Malaysia and Singapore country manager Nantha Kumaran Kalimuthu said the company aimed to contribute over RM100,000 via the campaign.
'As a company that serves families through our products every day, we feel a deep sense of responsibility to support the communities we live in, especially the most vulnerable members.
'We hope more children will have their wishes come true,' he said.
CWS president Teoh Teik Hoong said they have helped fulfil the wishes of over 1,500 children.
'Their wishes include wanting to have gadgets and soft toys, meet their idols, and go for vacation with their families.
'It gives them something to look forward to, something to hold on to during tough treatments and hospital stays,' he said.
The Mydin-P&G partnership, he said, would allow them to bring joy, comfort and lasting memories to the young ones and their families.
The campaign ends June 30.