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 Group places emphasis on fostering children’s awareness of dental and oral health in order to help them stay healthy for a lifetime. Aiming to teach correct oral care to elementary school students, the Lion Group has held the Oral Health Event of Tooth Brushing for Children since 1932. Currently, the event is held annually in Asia.
Lion Daily Necessities Chemicals (Qingdao) Co., Ltd. (“QDL”) has held the Oral Health Event of Tooth Brushing for Children since 2017. In 2021, about 30 students from Japanese elementary schools in Shenzhen and Qingdao participated in the events held in June and November. An educational DVD and oral care sets (including an event booklet, toothbrush, toothpaste, dental floss and mirror) were sent to the participating schools in advance. Using the distributed oral care sets, the students learned the causes of cavities and how to properly use toothbrush and dental floss.
Since 2013, maternity classes have been held annually at about 200 obstetrics and gynecology clinics located in 15 cities in China. The maternity classes are conducted for soon-to-be mothers to support them as they prepare to give birth. The maternity classes include periodic lectures on oral care during pregnancy, as expectant mothers tend to be especially susceptible to oral health issues.
QDL supports these lectures by providing oral care products and information on correct oral care to the clinics.
In every district of Shanghai, expectant mothers who have reached the third month of pregnancy are required to register personal information regarding their pregnancy and birth plans at a community hygiene health care center in their towns.
QDL cooperates with the Shanghai Institute of Planned Parenthood Research, a municipal government department, to promote the importance of oral care during pregnancy. Oral care gift sets that contain leaflets titled “Oral Care Directions for Soon-to-Be Mothers” and Systema toothbrushes and toothpaste (both products sold by QDL) are distributed to expectant mothers who come to health care centers to register. The oral care gift sets have been provided to about 300,000 expectant mothers every year from 2014 to 2017.
In Shanghai, to prevent the spread of infectious diseases, children are encouraged to wash their hands before entering the kindergarten building. As a support measure, QDL has supported hand washing activities aimed at children ages three to six in kindergartens in Shanghai since 2016.
QDL provides KireiKirei hand soaps (a product it sells) to kindergartens for children to use at hand washing sinks. Moreover, QDL supports the hand washing classes conducted in kindergartens. In the hand washing classes, children are taught the importance of hand washing by their teacher, and every child receives a KireiKirei Health Diary, which contains instructions on correct hand washing techniques and timing.
In 2021, in addition to Beijing, Guangzhou, Hangzhou, Nanjing, Shenzhen and Chengdu, QDL expanded this activity to Suzhou, allowing the company to distribute KireiKirei Health Diaries to approximately 76,000 children at 255 kindergartens.
QDL is promoting the importance of hand washing among children ages three and up at various educational institutions in Shanghai. With the hope of making hand washing fun for children, QDL provides KireiKirei hand soap (a product it sells) and posts the “Happy Hand Washing” slogan and stickers showing correct hand washing steps at hand washing sinks.
In 2021, in addition to Shanghai, Guangzhou, Shenzhen, Hangzhou and Nanjing, QDL expanded this activity to Suzhou, and conducted it in 370 educational institutions, teaching more than 370,000 children correct hand washing methods.
KireiKirei brand hand soap is sold in a number of countries and regions, including China, by Lion Group companies.
From April to October 2020, amid the COVID-19 pandemic, QDL partnered with a taxi company in Shanghai to raise awareness about hand washing and hand sanitizing, using taxis as a way to reach a large number of people. When passengers boarded a taxi, screens mounted in the front seat backs played a video explaining correct hand washing techniques and promoting KireiKirei Hand Soap. The video not only provided information about the product, but communicated the importance of hand washing for preventing infection during a pandemic and correct hand washing techniques. This video ran in approximately 8,000 taxis, reaching around 70 million passengers. At the end of the video, the screens displayed a QR code linking to the major Chinese e-commerce site JD; by visiting this link, consumers were able to easily purchase KireiKirei products.
QDL has posted hand washing wall-posters featuring KireiKirei illustrations in hospitals to raise awareness of health and hand washing among children and their parents and promote healthy living since 2018. These posters depict correct hand washing practices.
In 2020, these posters were put up at a new hospital in Shanghai, and approximately 250,000 families had the chance to learn from them. Also, QDL provides KireiKirei samples so visitors can try using it and practice correct hand washing techniques.
In Shanghai, spring and autumn are the most popular seasons to spend time outdoors, and many people gather at parks. However, there are not many places at such venues for people to wash their hands before eating and drinking.
Since 2016, QDL has set up the Hand Washing House at key times of year in big parks in Shanghai. Users of the Hand Washing House are taught how to wash their hands correctly, and KireiKirei Health Diaries, containing instructions on correct hand washing techniques and timing, are distributed to all participants.
In 2019, the Hand Washing House was updated to become LION’s Wonderful House. This limited-time event aimed to teach visitors about the merits of QDL’s products. In addition to conventional KireiKirei hand soap, the house had exhibition booths promoting such oral care products and brands as the KODOMO brand. Furthermore, to offer a more comprehensive look at house cleaning lifestyle options, QDL expanded the display area to include household products for fabric care and living care, such as TOP brand items. Staff encouraged visitors to try the product samples and explained the products’ key functions and features. If, after being given the chance to browse all the products, visitors chose to buy a QDL product through its website, they were given the chance to play the Interactive Gachapon Machine,* which gives good odds on winning QDL products. These park events reached appropriately 70,000 park visitors.
Interactive Gachapon Machine
How to play:
1. Visitors throw a big coin into the hole of the lower green box.
2. A pink or blue capsule containing papers will fall from the upper space automatically.
3. After opening the capsule, visitors can get a gift card for the QDL product named on the paper.
4. With this card in hand, visitors can go to the lottery desk to get the appropriate gift on the spot.
To fulfill its corporate social responsibility, QDL, as a hygiene product manufacturer, actively engaged in social contribution activities, such as in-kind donations of hygiene products sold by the company.
|Outside collaborators||China Children and Teenagers’ Fund|
|Donations||Donations worth RMB1,419,400, including laundry detergent and hand sanitizer|
|Details||In coordination with 36 companies and institutions, QDL donated its products and cash to support children affected by flooding in Henan.|
Hospital and Medical Institutions in Wuhan and Shanghai
·Wuhan Jinyintan Hospital
·Hubei 672 Hospital of integrated traditional Chinese and Western Medicine
·Shanghai Jiading Maternal and Child Health Hospital
·Shanghai Jiading District Women’s Federation
|Donations||A total of 180 boxes of KireiKirei Hand Soap|
|Details||The pandemic created supply shortages. QDL donated KireiKirei Hand Soap to a hospital in Wuhan and medical professionals at three medical institutions in Shanghai, areas that faced major COVID-19 outbreaks. This helped medical professionals keep their hands clean and maintain their health while treating patients.|