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RM 30,000 boost for child protection in Malaysia

© UNICEF Malaysia/2007/Nadchatram
L’Oreal Malaysia’s General Manager for Professional Product Division Mr. Matthieu Juery presents a mock cheque for RM 30,000 to UNICEF Malaysia’s Deputy Representative Dr. Rudi Luchmann in support of child protection programs in the country.

By Indra Nadchatram

KUALA LUMPUR, 24 May 2007 – The protective environment for children in Malaysia will be further strengthened with a RM 30,000 donation received recently from the Kerastase Care and Protect campaign.

L’Oreal Malaysia’s General Manager for Professional Product Division, Mr. Matthieu Juery handed the donation to the United Nations Children’s Fund (UNICEF) at a special ceremony to mark the end of the two and a half month Campaign.

UNICEF is working with the Government of Malaysia, civil society, the private sector and the media to ensure a “protective environment” for all children free from violence, abuse and discrimination. Efforts are focused on establishing an effective social and legal protection system through various programs which include advocacy, training, research as well as public campaigns.

According to UNICEF’s Deputy Representative to Malaysia, Dr. Rudi Luchmann, the challenge of ending violence against children requires a multidisciplinary approach combining strong responsive and preventive strategies which focus on the four “Ps”: Protection of children, Prevention of violence, Prosecution of criminals and Participation of children.  

Challenging violence

 “There can be no compromise in challenging violence against children. Children’s uniqueness – their human potential, their initial fragility and vulnerability, their dependence on adults for their growth and development – make an unassailable case for more, not less, investment in prevention and protection from violence,” said Dr. Luchmann.

© UNICEF Malaysia/2007/Nadchatram
A special dance performance calling for an end to violence against children at the campaign’s closing ceremony.

Violence against children is defined to include physical violence, psychological violence, discrimination, neglect and maltreatment. It ranges from physical, verbal and sexual abuse in the home to humiliating punishment and bullying at school; as well as from abuse and neglect in institutions to gang warfare on the streets where children play or work.

In Malaysia, statistics from the Ministry of Women, Family and Community Development revealed that 1,800 child abuse cases had been reported to the police in 2005, an average of five reports daily. Child rights experts however believe that these figures are probably the tip of the iceberg since many cases go unreported. Tragically for children, only extreme cases that require hospitalisation or which result in death are reported to the police or the Ministry’s Social Welfare Department.

Collective responsibility

In support of UNICEF and the Government’s efforts to help build a safe environment for children, L’Oreal’s Kerastase worked with three gifted Malaysian designers – Zang Toi, Donna Chew and Beatrice Looi to create limited edition bags communicating the message of care and protection for children. The bags were sold through 115 salons nationwide during a campaign held from 1 February to 15 April 2007. L’Oreal Malaysia complemented its fundraising efforts with a communication program using in-store collaterals that also carried “care and protect” messages to mobilise public support against violence.

“Our responsibility as part of the Malaysian community and society is to make sure nobody ignores the problem of violence against children. Every one of us must be concerned about it and must act accordingly to prevent it,” said Mr. Juery of L’Oreal Malaysia. “We all share the responsibility to put an end to violence against children.”






Kerastase "Care and Protect" Campaign

Say No to Violence Against Children

Child Protection: Malaysia


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