Some activities have been cancelled or postponed to prevent the spread of COVID-19. The Lion Group is revising its activities, including the use of online technologies, as it continues working to create healthy living habits.
The Lion Dental Health Program is a social contribution program established in 1998 by Southern Lion Sdn. Bhd. (“SL”) to promote good oral health habits in kindergartens and elementary schools throughout Malaysia. It is conducted throughout the year. The main objective of the program is to create awareness of the importance of maintaining good oral hygiene for better overall health. The program is targeted at children between the ages of 4 and 12 as SL believes that good oral hygiene must be cultivated from a young age.
The program was developed by the Lion Foundation for Dental Health (LDH), a public interest incorporated foundation established by Lion Corporation in Japan. SL has localized the program in terms of content and techniques to the local audience. Over the years, it has worked with government-run dental clinics and the Malaysian Dental Therapists’ Association (MDTA) throughout Malaysia, and SL believes this program is an effective way to teach the Malaysian public proper brushing techniques.
The program is conducted in a fun and interactive way to make it more interesting to children. It includes activities such as a storytelling session, a slideshow, tooth brushing demonstrations, tips on good dental habits and a simple quiz. As a part of SL's commitment to creating awareness of good oral hygiene, every child involved in the program receives a KODOMO goody bag with a toothbrush and toothpaste inside.
In 2022, the program was held from April to December, with 22,501 children participating. Total participants across Malaysia since the program started in 1998 number more than 1.14 million.
As a countermeasure against the spread of COVID-19, SL initiated an online oral care educational program aimed at kindergarteners aged 4 to 6 from April to November 2022. A total of 486 children took part in the fun, interactive program, which included instruction on tooth brushing techniques and oral care trivia.
From July 18 to September 30, 2022, the KODOMO Brand Team of Southern Lion’s marketing division distributed KODOMO brand oral care products and branded goods to children aged 3 to 6 at Government Pre Schools to raise awareness about the importance of regular toothbrushing habits from an early age. The program began with an online workshop for teachers.
After completing the workshop, teachers received KODOMO workbooks, teacher’s guides and posters as well as folders, samples and other materials provided by SL to distribute to the preschool children. Using these materials, the teachers then carried out the five-day tooth brushing instruction program. After the program ended, reports from the schools were collected. 15,000 children participated in the program, learning about oral care from their teachers.
On October 3, 2022, SL sponsored a program for expectant mothers in the KLCC area of Kuala Lumpur, during which dental professionals from University Malaya conducted gum health checks and explained oral hygiene using Systema samples and educational leaflets. 504 soon-to-be mothers participated in the program.
As part of the company’s efforts to promote preventive dentistry,* SL has been conducting Oral Health Day once a year since 2018 to create awareness among internal staff of the importance of good oral hygiene and gum disease prevention. The event was postponed in 2020 and 2021 due to the COVID-19 pandemic.
On November 9 and 10, 2022, the event was held for the first time in three years at SL’s headquarters in Johor Bahru in collaboration with the Oral Health Division of the Ministry of Health (MOH) under KP Abdul Samad. Free dental check-ups and treatment were provided for SL Staff. 169 employees participated in the dental check-ups (up 30% compared to the last year the event was held). SL will continue this annual activity in an effort to increase awareness of good oral hygiene practices among all its staff.
* Lion Group companies overseas are collaborating with dental professionals and retailers on initiatives based on the concept of preventive dentistry. Working together with dental professionals, Lion strives to increase awareness and understanding of oral care by sharing information on good oral care and practical tooth brushing methods. In addition, Lion promotes good oral care habits by providing products that suit individuals' specific oral care needs through retailers and other markets.
The Malaysian Dental Therapists’ Scientific Conference (MDTSC) was held June 24 and 25, 2022, at the Summit Hotel Subang USJ. This event is held every two years and SL participates as one of its major sponsors with the aim of strengthening its relationship with the Malaysian Dental Therapists Association (MDTA) and to introduce the Systema brand. The conference is a good opportunity to increase awareness of the Lion Dental Health Program and increase collaboration with the MDTA, as it welcomes dental professionals from all over Malaysia. A total of 550 dental therapists from across Malaysia attended this conference.
The spread of COVID-19 has brought the importance of hand washing to the forefront of everyone’s mind. Responding to this shift, from April to December 2022, SL conducted the Lion Dental Health Program (see article 1 under Oral Health Care) as well as hand washing awareness activities at kindergartens and elementary schools in Malaysia.
Also, from March to July and August to September of 2022, SL collaborated with the MOH and Bridges PR & Events Sdn. Bhd. to hold educational events for children aged 7 to 9 in Klang Valley, Selangor. Using KireiKirei products, these events taught children the proper steps of hand washing and encouraged voluntary hand washing habits. Approximately 5,500 children participated, and there are plans for the events to continue in 2023.
On July 19, 2022, SL, in collaboration with the Mersing Dental Office under the MOH, conducted a hygiene habit-enhancing activity at a school in SK Tanah Abang, Mersing.
180 indigenous children participated in interactive sessions with rhythmic tooth brushing training, tooth brushing with a dental therapist, a coloring competition, a “beautiful teeth” competition and a hand washing lesson.
SL has been involved with health and hygiene awareness programs for refugee children since 2013. The activities have been conducted in cooperation with NGOs and the United Nations High Commissioner for Refugees (UNHCR) staff in Kuala Lumpur and Johor Bahru. The event has been cancelled since 2020 due to COVID-19.
On October 23, 2019, SL conducted a program with a school in Kota Tinggi District, Johor, to raise awareness of cleanliness and hygiene among Rohingya refugee students protected under the UNHCR.
In addition to the programs, employees from SL celebrated children’s birthdays with them and shared happy moments. All the children were given goody bags with SL products for general personal hygiene. 90 students aged 7 to 16 were taught basic hygiene and personal care, including good oral health habits and proper handwashing. About 660 children have participated since the program began.
On April 6, 2022, SL began greening its grounds and growing herbs and vegetables to promote the physical and mental health of its employees as well as the beautification of the environment. A total of 10 employees are participating in the project, which involves:
From June 15 to 22, 2022, a campaign was held in SL’s cafeteria to raise employee awareness of recycling with the aim of achieving zero waste. Employees also brought in items they no longer use at home to turn them into gifts for those in need. During the campaign, 200 employees visited the cafeteria, raising environmental awareness.
To raise employees' awareness of the need to protect the global environment, SL has declared November 27 as its very own “Environmental Day.” In 2022, however, the activity was cancelled due to COVID-19.
In 2020, three initiatives were implemented to promote the 3Rs (reduce, reuse, recycle) and raise employee’s awareness and interest in environmental issues by having them experience the importance of growing and eating healthy foods by themselves.
Employees collected recyclable materials, such as books, paper, plastic and aluminum from their homes.
Employees brought used cooking oil from home and tried their hand at reusing it to make soap.
Plots of land were used to plant salad vegetables and herbs.
400 employees participated in this activity.
To fulfill its corporate social responsibility, SL, as a hygiene product manufacturer, actively engaged in social contribution activities, such as in-kind donations of hygiene-related products sold by the company.
Period | December 16, 2022 |
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Outside collaborators | Malaysian Red Crescent Society |
Donations | Provided essential cleanliness and hygiene supplies during floods |
Details | Provided 2,000 flood victims and volunteers with essential cleanliness and hygiene products in the affected areas |
Period | September – November 2022 |
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Outside collaborators | Yayasan Sukarelawan Siswa (NGO) |
Donations | Educated children in rural communities on tooth brushing techniques |
Details | Worked with volunteers to provide dental check-ups and tooth brushing instruction to 1,200 children between the ages of 4 and 12 in rural Sabah to spread awareness about dental hygiene |
Period | December 2021 |
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Outside collaborators | Malaysian Red Crescent Society |
Donations |
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Details | Through the Malaysian Red Crescent Society (an NGO), SL donated products for approximately 100–150 families affected by the flooding resulting from heavy rains in Selangor and Johor. |
Period | June 2021 |
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Outside collaborators | Low-Risk Quarantine and Treatment Centre (PKRC), Johor Bahru |
Donations |
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Details | SL donated hygiene products for approximately 585 women (including pregnant women) and children under 12 years old undergoing treatment and quarantining at the Low-Risk Quarantine and Treatment Centre (PKRC) in Johor Bahru. |
Period | November 2021 |
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Outside collaborators | Sekolah Kebangsaan Kangka Tebrau School, Johor Bahru |
Donations |
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Details | SL donated products for approximately 600 students at Sekolah Kebangsaan Kangka Tebrau School, which it sponsors, in Johor Bahru, to celebrate the school’s reopening and help maintain a hygienic environment. |
Period | April 2020 |
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Outside collaborators | Ministry of Health |
Donations | 2,000 care kit sets containing hand soap, toothpaste, toothbrushes, shampoo and liquid laundry detergent |
Details |
Donated care kits to medical professionals and COVID-19 patients at three hospitals in Johor. The kits were assembled as sets in bags for ease of distribution. |
Period | May 2020 |
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Outside collaborators | Malaysian Red Crescent Society |
Donations | Southern Lion products |
Details | Donated relief supplies to 200 impacted households through the NGO the Malaysian Red Crescent Society. |