Dirt is good. Surf Excel acts on this long-held brand philosophy to unleash human potential by giving children the freedom to get dirty and experience life, thus preparing them for the future.
According to the World Health Organization (WHO), children between 5 to 10 years of age should be spending at least one hour every day playing outdoor games for proper physical and mental growth. This is becoming increasingly difficult in Bangladesh due to the rapid and unplanned urbanisation in major cities at the cost of playgrounds and open spaces.
To bring a change to people and children's lives in this busy city, Surf Excel has collaborated with the Dhaka Transport Coordination Authority (DTCA) to organise the “Car Free Street” initiative on the first Friday of every month by closing 200 meters of Manik Mia Avenue road in front of the National Parliament Building. This is the first Surf Excel collaboration with any government authority in the country. The two parties signed the MOU on March 14, 2019 at Nagar Bhaban. The collaboration will remain in effect for the entire year of 2019. Jakir Hossain Majumdar, Executive Director of the DTCA and Zeeshan Bayezid Rahman, Category Head, Fabric Solutions from UBL signed the agreement.
During the event, the street is open for all, with no entry restrictions. Children of all ages can come to spend time, run around, play games, paint and cycle. They are encouraged to learn values like teamwork, friendship, respect, and discipline by engaging with each other.
Surf Excel teaches children different values through various themes. In February 2019, the month of International Mother Language Day, Surf Excel arranged to teach children the values of patriotism and love for one's mother tongue. Children had the opportunity to create art pertaining to the theme “Bhasha Andolon”, our language movement and showcase their work to the public.
In March 2019, Surf Excel commemorated International Women's Day in collaboration with Light of Hope by arranging for children to make greeting cards for the important women in their lives. In addition to helping children recognise and respect the contributions of women to family and society, the initiative also taught them the value of creativity.
Surf Excel will continue to drive values among the new generation of the country. The brand, through various endeavours, teaches children the values of being model citizens and agents for change.