Magic Clean CSR campaign

Harpic and Lysol, two of Reckitt Benckiser's market leading brands in household cleaning and disinfection, have scaled up their CSR programme, the Magic Clean campaign, which aims to educate and create awareness on the importance of cleanliness of toilets and other surface areas of the home. While the campaign has been in progress over the last few years, the latest scaled-up version, which has been in motion during the last three months, sends out multiple teams so that the campaign can cover more areas of the country simultaneously.

The objective of the ongoing campaign is to disseminate reliable information on the capability of specialized toilet and other surface cleaners to prevent the spread of diseases such as diarrhoea, dysentery, cholera as well as other bacteria and virus related infections. One of the important messages the programme conveys is that a surface that appears clean may not actually be germ-free.

Therefore, the teams making house-visits emphasize the importance of using specialized cleaners to ensure a sanitized home.

Reckitt Benckiser's Managing Director for Sri Lanka Murgai said, "Researches carried out across most countries show that the general public is normally oblivious to the importance of hygienic cleaning within households and unaware of health risks from disease causing germs that could be transferred from various surfaces of the home. Hence, it is important to raise public awareness levels around good hygiene habits that can greatly reduce the risk of illness in the family." He further added, "Through our Magic Clean campaign we are committed to reaching the masses and spreading the importance of hygienic cleaning. In future, we intend to roll out the campaign to other parts of the country as well." Speaking about the future of the Magic Clean campaign, Tanzim Rezwan, Head of Marketing of Reckitt Benckiser said, "It is our intention to take this programme islandwide and convey the message that proper cleansing and the use of adequate sanitary and disinfecting products are essential for a family's health and well-being."