Unilever’s adds vitality to the North
May 20, 2010 01:22 pm
Surf Excel, one
of Unilever Sri Lanka’s key brands, is taking its concept of ‘Dirt is Good’ to
the north, where children are most in need of a creative outlet to let their
true talent shine through.
The concept of ‘Dirt
is Good’ recognizes that getting dirty is an important part of a child’s
development, as it encourages children to learn through experiencing the world
around them, express their creativity and enrich their talents through simply
having the freedom to get dirty. The assurance made by the brand to all mothers
is simple; give your child the freedom to learn, develop and achieve their full
potential, because Surf Excel can remove the stains and grime that come at the
expense of this freedom to learn.
In the north
and east of Sri Lanka where the ravages of war and an interrupted education
have hindered generations of children from achieving their potential, this
assurance is one many anxious parents will welcome.
But while
mothers may be glad they do not have to waste time washing their children’s
stained clothing, they will also be assured by Surf Excel’s commitment to
developing schools. Surf Excel with its ‘Karai
Nalladai Seyyum’ initiative, meaning ‘dirt does good’, is committed to
addressing the needs of several schools within this community which, due to the
past conflict, need renovating or are lacking basic facilities and is thereby
creating a barrier for children to learn, grow and develop.
Giving the schools what they need
Surf Excel’s ‘Dirt
is good, doing good’ initiative aims to change this status quo in eight schools
across the region. The campaign will aim at catering to the specific needs of
these eight schools in the Mannar and Vavuniya districts. Construction on
several of the schools will be completed by the first weeks of June.
Not only do
these children need the freedom to play during the interval or paint during
their art period, sometimes, the most important comfort in their day-to-day
lives could be the simple joy of drinking pure water. With these needs in mind,
Unilever has undertaken not only to create art rooms and play grounds in these
schools, but also in some instances to drill wells, install tanks and taps for
the children to have fresh water to drink. In several instances, the children
spend most of their interval manually pumping and transporting drinking water.
Encouraging creativity
Childhood is
fertile ground for creativity. However, in several instances the children of
the north and east have had to forego the simple pleasure of being a child due
to the tense situation around them. These children must now be allowed the
freedom to dream, to learn and to be appreciated. Their creativity must be
unleashed and they must be provided with the platform and the facilities to set
it free. This is why Surf Excel has stayed true to its mission of unleashing
the potential of children and has embarked on this journey.
The Unilever mission
With the motive
of adding vitality to your life, Unilever Sri Lanka has always taken the
interests and well-being of the people of