Hemas television documentary launched

Baby Cheramy, the largest baby care brand in the country, marketed by Hemas Manufacturing, yesterday launched a specially produced television documentary - Daru Patiyage Lokaya (The World of a Little Child) - which takes the message of the importance of ECCD (Early Childhood Care and Development) to all corners of Sri Lanka.

Rochelle de Silva, Director Brands - Personal Care of Hemas Manufacturing said, "Having been in the baby care sphere for more than 40 years, we have continuously looked to invest in sustainable projects that develop the quality of interaction between parents and their young children. This is, in fact, a further extension of our involvement with children. We consider it our duty to take this very important message to the Sri Lankan masses."

"Baby Cheramy will present the docu-drama along with supporting leave behind material in the Maternal Clinics managed by the Public Health Department of the Colombo Municipal Council. It will later extend to similar Maternal Clinics in the outstations," she added.

Produced by Baby Cheramy at a cost of Rs. 8 million, the message is conveyed in the form of a docu-drama thus creating greater interest and emotional connect with the target audience across geographical, social and ethnic barriers.

Produced by Baby Cheramy in collaboration with the children's Secretariat of the Ministry of Child Development and Women's Empowerment, the 20 minute docu-drama will be used by both the Ministry and Baby Cheramy for extensive educational purposes. The Ministry will primarily use the docu-drama in the numerous seminars and workshops it conducts around the country.

In its efforts to strengthen early childhood care and development in this country, Baby Cheramy signed an MOU with UNICEF in 2001 as a partner to further ECCD. This was a flagship programme aimed at developing the full potential of the child in terms of ensuring its cognitive, physical, social and emotional development.