The #guardiancares initiative supports a range of projects in communities where we operate and passed several key milestones in 2023. Our #guardiancares ‘Together, Keeping Kids Clean and Healthy’ programme first launched in Singapore, Indonesia, Vietnam and Malaysia in late 2022.

During 2023, we expanded the programme to support initiatives in Brunei and Cambodia. The ‘Together, Keeping Kids Clean and Healthy’ programme provides bath care products for underprivileged children across our markets in Southeast Asia. We reached our 2023 goal of providing the equivalent of 20 million baths in one year to underprivileged children by July. Building on this success, we doubled the target to 40 million baths a year.

For each litre bottle of Guardian Own Brand bath care sold, a designated amount (e.g. RM 0.15 in Malaysia/VND 2,500 in Vietnam), is donated to a fund used to provide Guardian Own Brand bath products to children living under challenging circumstances. Our customers can also support the programme by purchasing a #guardiancares Bear plush toy.

All proceeds from the sale of #guardiancares Bears go towards funding bath care products and education for disadvantaged children.

Each market works with a recognised local NGO partner to identify and reach communities in need. Our partners support engagement activities, including distributing bath products, organising hygiene workshops for school children and projects to upgrade schools.

In Brunei, Guardian collaborates with the Children’s Cancer Foundation (YASKA), which supports children living with cancer and their families. Guardian Brunei donates B$0.1 to YASKA for every litre of Own Brand bath care products purchased by customers. Guardian also organised a donation drive for Guardian Essential body wash to support YASKA beneficiaries in Brunei and offered activities for children such as basic lessons in hygiene, a pop quiz session and colouring activities.

Meanwhile, Guardian Cambodia collaborates with non-profit Pour un Sourire d’Enfant (PSE) to support the education of children facing acute hardship and helps them break the poverty cycle. PSE operates community service centres in slum areas and supports over 6,500 children a year to receive an education, including some who scavenge from dump sites and grow up on the streets. Additionally, PSE has established a vocational training institute that enables school leavers to gain skills and learn a trade.

Guardian team members marked the start of the #guardiancares initiative in Cambodia by visiting the PSE community service centre at Phum Russey. Our volunteers distributed Guardian body wash products and #guardiancares Bears to over 135 schoolchildren. In addition, we gave gift bags out to them, which contained educational materials about the importance of staying clean and healthy and the best way to wash hands and bodies.

Meanwhile in Vietnam, where Guardian funds better education opportunities to children living in remote areas, we presented scholarships to 10 children in the Cẩm Mỹ district. At the same time, we also distributed #guardiancares hygiene kits to the communities in need.