At the heart of this campaign is a documentary that sheds light on the harsh realities of bullying many students face. The documentary captures the voices and experiences of children who have bravely shared their stories, highlighting the deep emotional scars that bullying can leave behind.
The Head, Advertising and PR for Aspira Nigeria, Lynda Aguocha, who spoke on the campaign, said: “At Aspira, a clean heart is just as important as clean clothes. We envision a world where children feel confident in their clean clothes, safe and supported in their school environments.
“With the ‘Viva Clean Clothes, Clean Hearts’ campaign, we’re committed to driving change by addressing the critical issue of bullying and fostering a culture of kindness and respect.”
She noted that the campaign doesn’t stop at the documentary as the company took the initiative directly to schools nationwide to provide 1,000 anti-bullying-themed back-to-school kits, including socks, stationery, school bags, water bottles, notebooks, Viva detergent, bar soap, and dishwashing products.
“In collaboration with educators and the Lagos State Ministry of Basic and Secondary Education, the brand conducted debate and public speaking competitions at Ojota Junior Grammar School for students across Educational District II.”
