Filling baskets with kindness
16th March 2015, Monday, The Star, Metro
Campaign sees youths raising RM167,000 to help subsidise grocery expenses for nine homes
Thankful for the support: Chew (centre) sharing a light moment with Dignity & Services office assistant Ho Wai Keen and other recipients during the 'My Grocery Basket' recognition ceremony in Kuala Lumpur.
IN COLLABORATION with Truly Loving Company's (TLC) 2014 "My Grocery Basket" - themed campaign, youth from various corporations and institutions raised RM167,000 in monthly grocery subsidies for nine charity homes.
The amount will be used to buy gift cards from Aeon Big, the retail partner for the campaign, to provide between three and six months of groceries for each home.
The beneficiaries include Agathians Shelther, Alzheimer's Disease Foundation Malaysia, Dignity and Services, Home of Peace, Jawatan Kuasa Kecil Rumah Orang Tua Seri Setia, Pusat Kebajikan Good Shepherd, Rumah Kebajikan Anbu Illam, Shelter Community Learning Centre 3 and Taska Baitul Amal.
"We felt the pressure last year after the drop in public donations to the charities, which was why we embarked on providing grocery subsidies.
"We try to what we can and are grateful to the corporations and partners who came on board to support us.
"Through engaging youth in social projects, TLC hopes to fuels their passion in creating a better community and for corporate social responsibility to become a way of life for them," TLC chief executive officer Julia Chong.
The campaign was a success thanks to the partnership of B Braun Medical Supplies (M) Sdn Bhd, elc International School, MacFood Services (M) Sdn Bhd, Magnum Corporation Bhd, M Moser Associates, Pepsico Malaysia Sdn Bhd, Tunku Abdul Rahman (TAR) University College and Telekom Malaysia.
A recognition ceremony was held in Kuala Lumpur to acknowledge the efforts and contributions of all those involved in raising funds.
Present was Deputy Women, Family and Community Development Minister Senator Datin Paduka Chew Mei Fun, who commended TLC's sustainable effort in the past five years under its Promise Me Campaign, which has raised RM1.4mil to help the less fortunate.
"We hope this will set an example for other corporations to follow. The initiative by Truly Loving Company in bringing like-minded corporations together for the good of the community is indeed exemplary," she said.
After five consecutive years of its youth engagement programme, TLC has made a strategic decision to give the campaign a rest this year and focus efforts on the training and upskilling of care providers at childrens's homes.
"Late last year, the Truly Loving Company in collaboration with the Selangor Welfare Department and lecturers from TAR University College's social science department, started a training programme on 'Understanding and Managing The Emotional Health of Children' for the care providers of 19 children's home," Chong said.
"We recognized the need for care providers to acquire to acquire a deep understand of child development and skilled management of children with problems. These homes often are at a loss over how to handle these children and need to move away from the traditional and cultural ways of punishment and reprimand.
"It is also to help them develop a better understanding of the children under their care and help these children grown up to be balanced adults," she added.
Chong said Module 1 of the training programme was completed last October while Module 2 was completed just recently.
Module 3 will take place in July and in-between each module, trainers pay visits to the homes to understand the conditions and issues faced by each home.
"Through this programme, care providers will have better understanding and empathy towards the children and will be better equipped to nurture a holistic sense of self in the children," she added.