TLC To Develop Young Leaders In New CSR initiative

The Truly Loving Company (TLC) will launch an ad campaign to promote its “Promise Me” youth engagement corporate social responsibility (CSR) initiative in July 2010.

The “Promise Me” CSR initiative encourages student volunteers to fulfil 90 wishes or pledges, of residents and members from TLC’s selected charities over the period from 1-30 July 2010. The campaign aims to inculcate leadership and CSR values among the youth before they join the corporate workforce.

The beneficiaries of the “Promise Me” campaign include Rumah Aman (30 pledges), Nasam (20), Shelter Home (20), Hospis Malaysia (15) as well as the Ampang branch of the Handicapped and Mentally Disabled Children Association. Volunteers include AIESEC Malaysia student members in local universities, Nuffnang Malaysia bloggers, Live & Inspire online community and secondary school prefects from ELC International School.

According to news reports, TLC CEO Julia Chong was reported to have said that from 1 July the campaign would have its own “Promise Me” microsite, banner ads and plug-in videos on Nuffnang, Malaysiakini and youth portal Voize websites as well as point-of-sale (POS) displays at supermarkets. Volunteers are also encouraged to blog about their experiences.

TLC is a non-profit company that contributes 100% of its dividends to its charity partners.