Viva Detergent launches ‘Clean Clothes, Clean Hearts’ campaign to tackle bullying

NIGERIA — Viva Detergent, a leading household cleaning product from Aspira Nigeria Limited, has launched the “Viva Clean Clothes, Clean Hearts” campaign, an initiative that emphasizes both physical cleanliness and emotional well-being.

At the core of this campaign is a compelling documentary that illuminates the harsh realities of school bullying.

Featuring firsthand accounts from children who have bravely shared their experiences, the documentary highlights the deep emotional scars that bullying leaves behind.

It is a powerful call to action for fostering kindness and inclusivity in schools.

Speaking about the initiative, Lynda Aguocha, Head of Advertising and PR at Aspira Nigeria, emphasized the brand’s commitment to holistic well-being.

“At Aspira, a clean heart is just as important as clean clothes. We envision a world where children feel confident, safe, and supported in their school environments,” she stated.

“Through this campaign, we are addressing the critical issue of bullying and promoting a culture of respect and compassion.”

As part of the initiative, Viva Detergent has taken proactive steps to engage with schools nationwide. As students returned to classrooms in September, the brand distributed 1,000 anti-bullying-themed back-to-school kits.

These kits included essential school supplies such as socks, stationery, school bags, water bottles, notebooks, Viva detergent, bar soap, and dishwashing products.

The campaign also featured educational activities in collaboration with the Lagos State Ministry of Basic and Secondary Education.

Debate and public speaking competitions were organized at Ojota Junior Grammar School (Educational District II), Ojodu Junior Grammar School (Educational District VI), and Wesley College of the Hearing Impaired.

These events aimed to create safer and more inclusive learning environments while encouraging students to speak up against bullying.

Santhosh Nair, Chief Marketing Officer of Aspira Nigeria, underscored the brand’s commitment to positive social impact.

“By empowering students to stand up against bullying, we foster a culture of kindness and inclusivity in our schools,” he said.

Through the “Viva Clean Clothes, Clean Hearts” campaign, Viva Detergent promotes hygiene and advocates for young Nigerians’ emotional and mental well-being.

This initiative is more than just a corporate social responsibility effort; it is a movement towards a more compassionate and supportive society, one school at a time.