Omo ‘Learning for Tomorrow’ Partners with UNICEF

UNITED KINGDOM: Omo (also known as Persil in the UK and Surf Excel in India) has launched the Learning for Tomorrow Initiative, which the Unilever detergent brand is calling the “first step in committing to help improve the future of children around the world and support them in reaching their full potential through access to quality education and new learning experiences.”

This year, the Omo Learning for Tomorrow Initiative will partner with UNICEF.

The initiative is funded with an initial €1.4 million donation from Omo and Unilever Global Partnerships, which will contribute to UNICEF’s education programs, providing access to quality education for 10 million children in Brazil, India and Vietnam. It will expand the initiative to further markets in 2016 and beyond, according to Unilever.

To introduce the Learning for Tomorrow Initiative, Omo has commissioned BAFTA-nominated director Amanda Blue to create the ‘First Day’ film, a short documentary in which mothers discuss the momentous milestone of their child’s first day at school.

“For much of its history, Omo helped parents prepare their children for the future by encouraging them to learn and develop by exploration and experimentation, with no worries of getting dirty. Child development has always been at the heart of our brand,” said Aline Santos, global senior VP for Omo. “The Omo Learning for Tomorrow Initiative with UNICEF is part of our commitment to ensure every child has the chance to experience quality education, broaden their life skills and begin building their own bright future.”

“Education is a human right. It is also one of the most powerful tools for creating economic growth” said Jorge Olague, UNICEF head of private sector fundraising. “But childhood learning is facing a crisis. Millions of children are out of school and for many, they sit in a classroom each day but do not receive the quality education they need to attain their full potential. Access to education of poor quality is tantamount to no education at all. UNICEF welcomes this partnership as a means of advancing childhood development through quality education and helping us to ensure that no child is left behind.”