Source: Johnson's Baby
Wednesday, May 09, 2012 12:15 PM IST (06:45 AM GMT)
Editors: General: Consumer interest, People, Social issues; Business: Advertising, PR & marketing, Business services, Household & personal care products & services, Major diversified industrial groups, Retailers
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Johnson's Baby Partners with Goonj to Help the Underprivileged
Month long collection drive to facilitate the movement of baby items to high need areas
Mumbai, Maharashtra, India, Wednesday, May 09, 2012 -- (Business Wire India) -- Johnson's® Baby announces the launch of its "Share the Language of Love" campaign to help young children from underprivileged backgrounds have access to basic baby requirements. The national campaign encourages all mothers to put old, unused or extra baby items like clothes, toys, books, etc. to better use by contributing them instead of holding on to them for emotional reasons. Most of them await a right cause and the assurance that these precious items reach those in need. The collection drive has commenced at multiple collection points in top tier 1 and tier 2 cities and will continue through the month of May. To find the closest collection point mothers can send an SMS
Johnson's® Baby, a trusted partner to families for the last 100 years and a key part of a baby's growing up years, is in a unique position to bring together mothers across India for this collection drive. This campaign will raise awareness and provide a platform as well as a convenient contribution infrastructure to mothers, thus allowing them to recycle and benefit other children. Through this exchange of items the organization hopes to put a smile on the faces of the contributing mothers and children as well as the recipient families.
The collected material will be sent to GOONJ's need-based processing centers before being shipped to parts of 21 states, where the supplies sent will closely match the needs of the recipients. Anshu Gupta, Founder Director, GOONJ states "Mothers are often reluctant to part with baby clothes and other things because of a strong emotional connection. But it is this same reason which helps them to easily understand the needs of babies who don't have these things. We are in constant short supply of baby clothes therefore this campaign will address an important gap in addressing a basic need. Urban mothers and young children will also benefit vastly from this exercise in empathy and sharing."
According to Tushar Murdeshwar, General Manager Marketing, Consumer Division, Johnson & Johnson Ltd, India, "We would like to help mothers share and spread love to the less fortunate by putting all unused and old baby items to better use. Our collection drive is not limited to any one item and we hope to supply a wide range of baby items to families in need. "
Apart from the campaign serving a social cause, Johnson's® Baby is confident that mothers will be able to teach their young children the virtues of sharing through this campaign. Children below 8 years are not very familiar with the concept of sharing since this is not something that comes naturally to them. Parents need to consciously teach their children how to share by having them witness acts of sharing and positively reinforcing such behavior. This campaign is a great way for mothers and children to come together to share and help others.
About Johnson's® Baby:
With a legacy of over 100 years, Johnson's® Baby is a market leader in its category, driving the trends and developments in the baby space. Johnson's® Baby aspires to touch every baby in India with brands operating in the widest consumer spectrum. From premium products like Johnson's® Baby Top-To-Toe® Wash- the first ever liquid bath product for babies, Johnson's® Baby Skincare Wipes to low cost outlay packs of soaps and powders that are more accessible to consumers at the bottom of the pyramid, Johnson's® Baby's offerings cover an entire range.
About GOONJ:
Over the last ten years, GOONJ has grown as a mass movement among the urban and rural masses, mobilizing cloth and repositioning it as an important resource for rural India rather than wastage fit only for charity. Today anyone irrespective of educational, income, social or cultural background, is becoming a part of this movement.
In the villages, GOONJ started off with the aim of trying to address a basic need, freeing up the meagre resources of the recipients, for other pressing needs. Today, GOONJ is not just addressing a basic need but is using clothing as an entry point into the lives of people; to address other important needs like health, education, employment generation etc.
CONTACT DETAILS
Charlotte Rodrigues, Johnson & Johnson, +91 9987265110, crodrig8@its.jnj.com
Astha Tandan Pereira, The PRactice, +91 9820113133, astha@the-practice.net
KEYWORDS
CONSUMER, PEOPLE, SOCIAL, MARKETING, BUSINESS SERVICES, HOUSEHOLD, GROUPS, RETAIL
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