Thursday, 4 July 2013 00:05
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Raises Rs. 15.8 m as funding for children’s education
‘The Big Heart Project’ initiated by Baby Cheramy, a trusted brand of Sri Lanka’s leading conglomerate Hemas, has successfully raised over Rs. 15.8 million as aid to support the educational needs of under-privileged children from across the country.
Aimed at uplifting and supporting Sri Lanka’s education, the project was initiated to mark the brand’s 50th anniversary, and raised these funds within a period of six months with the support of various stakeholders.
The initiative was launched on 4 September 2012 in collaboration with the Department of Probation and Childcare Services of the Ministry of Child Development and Women’s Affairs. Statistics reflect that 8% of the children in Sri Lanka between the ages of five to 14 are deprived of the opportunity to education. The Big Heart Project focuses on supporting such children, during the first five essential years of schooling.
Funds raised through this project will support underprivileged children across the country through the Nena Diriya Education Aid Program under the Department of Probation and Child Services. These children were selected following a survey conducted by the Department to identify most vulnerable children in families in Sri Lanka.
Commenting on the Big Heart Project, Marketing Manager at Hemas, Derrick Anthony said: “As a responsible brand that continues to enrich the lives of mothers and infants, The Big Heart Project with Baby Cheramy drew to a successful close, raising over Rs. 15.8 m worth funds to empower children with little or no access to early education. This is a testament to the trust that the brand has built over the 50 years in the Sri Lankan community. In addition to raising funds, we were also able to create awareness and promote the importance of education among children and parents. I believe that this was a great achievement.”
Baby Cheramy spearheaded a number of activities to raise awareness of the Big Heart Project and raise funds to propel the cause, which is a national priority. The brand contributed 50 cents towards the cause from every Baby Cheramy product sold raising 12 million for the cause.
Big Heart Honorary Project Ambassador and Sri Lankan cricketing legend Roshan Mahanama played a critical role in raising awareness about the cause and the project. He was also instrumental in organising the exhibition cricket match featuring the legendry ’96 World Cup winning team, which was the main public fundraiser of the project. This match brought together the ’96 world champions after 17 years to the field to help raise funds for the cause – a feat that was unique and extraordinary.
Elaborating further on the Big Heart Project, Head of Group Sustainability and Corporate Communications of Hemas Shiromi Masakorala said: “It is the right of every child, no matter where in the world, to receive a wholesome education. Here in Sri Lanka, we are fortunate to have an education system that provides this free, but there are various other factors that prevent many children from having access to this benefit. Our inspiration for the Big Heart Project was drawn through finding a sustainable solution that will contribute towards making a change in the lives of these Sri Lankan children. Even though project with Baby Cheramy culminates here, The Big Heart Project will continue under the Hemas Outreach Foundation.”
She also added that the project provided stationery and other required equipment to two identified schools, namely Diddeniya Primary School in Pahathagama and S. Mahinda Prathamika Vidyalaya in Kivullawa Ballala and also looked at various activities to enhance the lives of less fortunate children which went beyond financial support.
Commenting on the success of the initiative, Commissioner of the Department of Probation and Childcare Services Yamuna Perera said: “It is a privilege to be part of a project of this magnitude that will benefit the future of the country – our children. I think it is imperative that we strengthen primary education and at the same time, ensure that every child regardless of circumstances has the opportunity to learn. We are honoured to stand alongside Hemas and Baby Cheramy on this important initiative whose reach and results will hopefully be sustainable in the long run.”
The proceeds of the Big Heart Project are committed towards funding the primary education of children between five and 14 years whose education have been hindered due to poverty, no parental care, parental migration, and lack of awareness on the importance of early education. The project will provide specific attention to children that are at risk or in danger of being institutionalised due to the financial inability of their families. To draw further funding towards The Big Heart Project, Baby Cheramy also partnered with Cargills Food City as the official retail partner to leverage on network reach, Anything.lk and www.bigheartproject.lk to promote online donations.
