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MUMBAI: In an attempt to boost its endeavour to further the
education of children Procter & Gamble (P&G) in partnership
with Child Rights and You (Cry) and Sony have launched the
social initiative Shiksha 2007.
The initiative is in its third year.
Project Shiksha is a consumer programme run by P&G in
partnership with Cry. This programme allows consumers to participate
in a national effort to support the education of underprivileged
children in India via simple brand choices. Every time a consumer
buys a large pack of TLideAriel Pantene, Head & Shoulders,
Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo, Gillette
Series, Oral B, Duracell or Pampers during April, May and
June 2007 he/she will have made a contribution towards enabling
a child's right to education. Irresrective of sales, P&G
has committed a minimum of Rs. 10 million to Shiksha,
Project Shiksha, a part of P&Gs global philanthropy programme
P&G Live, Learn and Thrive that focusses on the development
of children in need,, has, till date, contributed Rs. 26.9
million, to support the education of 33,052 children in 435
communities.
The Shiksha projects are working with the State Education
Departments to re look at existing education policies; are
creating awareness to build more schools with better infrastructure,
and more basic amenities like water, electricity, health;
enrolling more children into formal schools and promotion
of retention in schools; and building all round development
of children.
Sony executive VP Rohit Gupta notes that as has been the
case in the past the concept will be woven into episodes of
shows on the channel. There will also be a Boogie Woogie
special featuiring children from Shiksha. "Sony Entertainment
Television has been associated with this initiative since
its inception in 2003 and as a responsible corporate citizen,
we believe that it is our responsibility to support social
issues, which are of national importance. In the past we have
ben associated with Unicef for its Aids awareness campaign
as well as with the animal rights group Peta. Shiksha reflects
our belief that every child has a right to education and we
are sure our consistent approach will make a big difference
someday."
Television actress Renuka Sahane is the Face of Shiksha.
She said, "There can be no doubt that education is one
of the most important inputs a child can get while growing
up. There can also be no doubt that it is our responsibility
as adults to ensure that we contribute in our own little ways
to make it happen.
"I endorse project Shiksha because I firmly believe
that you need to involve everybody when you want to make a
difference of this nature and scale, And Shiksha does exactly
that. It allows every adult consumer to make a difference
by making simple choices about what they buy."
P&G India marketing head Surneet Vohra said, "As
the economy grows at 8 - 10 per cent levels, we need to ensure
that we lay down a strong foundation for this growth to continue
and also to make it more inclusive. In that context, education
becomes a fundamental issue that needs to be addressed. P&G
globally is committed to the cause of development of children
in need via its corporate cause P&G Live, Learn, Thrive
and
"Shiksha is our response to the situation in India.
Shiksha is unique because it empowers the consumer to make
a difference simply by choosing to buy quality products from
P&G. Shiksha is not just an initiative of a corporate
and an NGO, it is in fact an act of nation building that all
of us as concerned citizens should participate in."
Cry CEO Ingrid Srinath said, "The financial support
P&G, its media partners and consumers provide to CRY's
work is invaluable. Even more critical, however, is the awareness
of child rights that Shiksha helps create and the avenues
it provides for each of us to bring about irrevocable change.
India will only achieve her true potential, when we make child
rights our topmost national priority.
"To do this we have to go beyond schemes and programmes
to address the real obstacles to growth caste, class, gender
and governance. P&G"s choice to go beyond tokenism,
to partner Cry and take the challenging route is truly inspiring.
I urge every Indian citizen to stand up for child rights."
Shiksha supporter actress Tabu The Nameesake said,
"Shiksha, education, is one of the most critical factors
deciding the choices that life offers to a child. However,
millions of children in this country today are being deprived
of this very important opportunity because quality education
is only possible when every child has adequate nutrition,
proper healthcare, can live in safe surroundings, is free
to study, rest and play, and doesn't have to work for a living.
I support project Shiksha in its endeavours to make a difference.
Shiksha supporter former Miss Asia Pacific Dia Mirza said,
"I believe that education plays a fundamental role in
shaping a citizen and leads the country to greater heights.
In that sense, education can be the foundation for an India
we seek today where every child explores his or her full potential
and has the right to do so.
"Therefore, it is heartening to know that people like
you helped support the education of 33052 children last year.
I urge people across India to participate in Shiksha and make
a tangible difference to the lives of the little ones. "
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