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Press Release
June 10, 2010 |
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Lion Announces the Implementation of “Circle of Beauty surrounding Asia” Activities, a Partnership between KireiKirei and UNICEF |
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Lion Corporation (hereinafter “Lion”; Head Office: Tokyo; President: Sadayoshi Fujishige) and the Japan Committee for UNICEF (Tokyo; Chairperson: Ryoko Akamatsu) will conduct KireiKirei’s “Circle of Beauty surrounding Asia” activities, commencing on Monday June 21, 2010, with the aim of improving sanitary conditions and spreading hygiene education covering hand washing and gargling in Asia. Through these activities, Lion is raising public awareness of the issue of water conditions and hygiene in Asia as well as about the initiatives being undertaken by UNICEF. At the same time, a portion of the proceeds from sales of the KireiKirei series of products will be donated to UNICEF in support of activities in Myanmar to improve sanitary conditions and raise awareness of hygienic habits. |
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Background of the Activities Connected to KireiKirei’s Partnership with UNICEF: “Circle of Beauty surrounding Asia”
Lion’s KireiKirei brand has garnered a high level of consumer support, making it the number-one hand soap brand*1 in the Japanese market. Based on its philosophy of achieving healthy and comfortable lifestyles for people, Lion continues to support such hygienic habits as hand washing/disinfecting and gargling through the KireiKirei brand.
However, in developing countries, the lives of many children are put at risk each year because they have no access to safe water, toilets and other sanitary facilities, while such hygienic habits as hand washing have yet to become prevalent.
Lion announces that it will donate a portion of the proceeds from sales of the KireiKirei series of products to UNICEF between Monday June 21, 2010 and Sunday August 22, 2010, with the aim of popularizing hygienic habits throughout Asia. In addition, Lion will assist UNICEF in its efforts to improve sanitary conditions and raise awareness of hygienic habits in the Union of Myanmar.
*1. Based on data provided by INTAGE Inc. SRI Survey on sales proceeds of hand soap in 2009 |
| Overview of Activities Connected to KireiKirei’s Partnership with UNICEF: “Circle of Beauty surrounding Asia” |
Between Monday June 21, 2010 and Sunday August 22, 2010, Lion will donate one yen for each KireiKirei series product*2 sold to UNICEF to support its efforts in the field of water and hygiene in Asia. Applying donated funds to UNICEF’s water, sanitation and hygiene (WASH) project at elementary schools and communities in Myanmar over a three-year period starting this year, Lion is assisting in initiatives to improve sanitary facilities and hygienic habits that will enable children to grow up healthy in a sanitary environment.
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KireiKirei Medicated Liquid Hand Soap, KireiKirei Medicated Foaming Hand Soap, KireiKirei Medicated Foaming Hand Sanitizer, KireiKirei Medicated Gargle, KireiKirei Otefuki Wet Sheets, KireiKirei Medicated Body Wash, KireiKirei Medicated Soap, KireiKirei Medicated Liquid Hand Soap for the Kitchen |
| The Status of Myanmar and the Significance of UNICEF’s Measures |
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Only 10% of people wash hands before handling food
According to a survey conducted by UNICEF’s Myanmar Country office, toilet facilities have spread to 80% of communities surveyed, while 52% of respondents reported that they washed their hands after using the toilet. The percentage of those who washed their hands prior to handling food and after changing baby diapers stood at 10% and 17%, respectively. Moreover, of the 91% of respondents who washed their hands after meals, 43% used ash or soap. These results indicate that efforts must be undertaken to spread appropriate hygienic habits, with particular importance placed on the “four times to wash hands”*3 with soap.
Myanmar is a high priority country within Asia for UNICEF’s water, sanitation and hygiene-related assistance activities. Research conducted by the Japan Committee for UNICEF revealed that Myanmar is in greater need of hand-washing education than any other Asian country. Based on this, the decision was made to provide support to Myanmar in this area.
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After using the toilet, before meals, after changing baby diapers and before preparing meals |
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Communicating the importance of the “4 Cleans” to elementary school students |
A key aspect of UNICEF’s support activities is the improvement of elementary schools’ sanitary facilities and students’ hygienic habits. Over the next three years, 16 elementary schools per year, particularly those located in areas where conditions are severe, will be selected for assistance. Schools chosen for assistance will receive upgrades to toilet and hand-washing facilities, and water supply systems will be installed as needed. In addition, such items as water purification filters, soap and garbage bins with lids will be provided. In order to spread good hygienic habits, the teaching staff of each school will receive training, and instructional materials to be used in students’ classes will be provided.
Education on hygiene is undertaken based on the key concept, “4 Cleans” (clean water, clean food, clean hands and clean toilets), to encourage children to adopt hygienic habits including washing hands with soap and the appropriate disposal of garbage and use of toilets. It is believed that through this project, 80% of the children at these schools will wash their hands with soap at important times such as after using the toilet and before meals. Children who adopt appropriate hygienic habits can positively influence their families, which, in turn, is expected to improve overall hygienic habits and sanitary conditions in local communities. |
Lion will contribute to the realization of healthy and comfortable lifestyles for people worldwide by spreading good habits through the keywords “health,” “comfort” and the “environment.”
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● Basic data on the Union of Myanmar |
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Population: Approximately 49.56 million (2008) |
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Mortality rate for children 5 years old and below (per 1,000 births: 2008): 98 (Japan: 4, Vietnam: 40) |
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Percentage of people using improved water sources: 80% (Japan: 100%, Vietnam: 92%) |
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Percentage of people using appropriate sanitary facilities: 82% (Japan: 100%, Vietnam: 65%) |
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Gross per capita income (GND): $220 (US$) (Japan: $37,670 (US$), Vietnam: 790 (US$)) |
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● Current status |
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Occupies the western part of the Indochina peninsula and southern area faces the Andaman Sea and the Bay of Bengal. Over 60% of the workforce is engaged in agriculture, forestry or fishing. The country is comprised of 135 ethnic groups, with the Bamar being in the majority at 70%. 85% of citizens are Buddhists with Christians and Muslims making up 4.9% and 4%, respectively. |
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| Source: UNICEF 2010 State of the World’s Children Report, special edition and other publications |
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About UNICEF |
UNICEF (United Nations Children’s Fund) is a United Nations organization that undertakes actions to protect the lives and ensure the healthy growth of children worldwide. UNICEF is currently active in over 150 countries and regions. As an organization that emphasizes the protection of children’s rights, UNICEF implements assistance activities in such areas as health, education, nutrition, water and hygiene, childcare and emergency support. Funding for these activities is provided entirely by voluntary contributions from individuals, corporations, organizations and individual countries.
UNICEF has been implementing assistance activities in the areas of water, sanitation and hygiene for more than 40 years and is expanding these activities to include the construction of wells and toilets as well as the dissemination of appropriate hygienic habits. Activities that increase access to safe water and sanitation are undertaken, in cooperation with partners including numerous government organizations and NGOs, under the banner of “Young Child Survival and Development,” one of five important areas of UNICEF’s Medium-term Strategic Plan (2006–2013). (http://www.unicef.org) |
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