Share the language of love with Johnson’s Baby !

SLOL logo 2

When Johnson’s Baby wrote to me about “Share the Language of Love”, I was quite happy to take it forward. Thinking of Johnson’s Baby – the brand – always brings back happy baby-time memories of my girls. That smell was actually referred to as the “Baby smell”. Such was the association of their products and babies. Even recently, to promote their product, the newspapers carried the “Baby smell” on them and that day was quite a nostalgic one for me 🙂

Now, these Johnson’s Baby people are working towards a cause – that too a very good and noble one. And here I am, sharing the cause with you and asking you all to contribute and make this Campaign a successful one.

Share the Language of Love is an initiative by Johnson’s Baby to inspire mothers across various cities to contribute their child’s old or unused articles to an underprivileged child in need of them. The campaign is an extension of their core philosophy of ‘care’ and they have partnered with GOONJ, a reputed NGO that resonates this philosophy, to make the campaign a continued success.

Together, they organize various collection touch points in major cities in India to encourage mothers to contribute.

The idea behind the campaign (The Joy of Sharing)

The core idea is to develop a platform wherein less fortunate children can also ‘experience the joys of childhood’. The same platform also uplifts the spirit of all those who contribute as they feel they have played a small but significant part in helping these children feel the warmth and care they desire. This Campaign aims at collecting articles, which were bought by parents for their children out of love, to have a positive in the life of yet another less fortunate child and brighten up his or her childhood.

The act of bringing joy to another child’s life certainly has a heartwarming effect on mothers, who best understand the happiness of a child. By contributing, the mother will also become a role model for her child, instilling the value of sharing and compassion in him or her.

The partnership with GOONJ

The Johnson’s Baby team wanted to engage with a partner that shared the same commitment, passion and belief towards this campaign and they approached GOONJ without any hesitation. The team at GOONJ has been very co-operative and has helped them grow SLOL from year on year.

The partnership is strengthening pillar to pillar with Johnson’s Baby handling the front end allowing it easy for mothers to contribute and GOONJ ensuring the collected articles reach to the needful.

In fact various incidents has further strengthened their belief in this activity as a sharing a simple toy/book/clothes brings a huge difference in the life of the underprivileged child.

– Colorful aanganwadis bring children back

– Material like toys, games etc. are a big motivator for the little children in aanganwadis in villages. These are otherwise bland spaces with very little color or activity to involve or interest a child. As a result they would earlier come in for a little while, only long enough to pick their midday meal, even that they would prefer finally eating at home. As a result all the Government’s child health initiatives centered on the aanganwadis are not that effective.

When GOONJ turned some aaganwadis into colorful spaces with charts, toys, games books etc. the place become vibrant and kids who had never seen so many toys and games, were elated. They not only came in hordes, they stayed back to play and spend as much time as possible in this new happy environment. Their prolonged stay in the aanganwadi, helped facilitate proper health checkups for malnutrition and other diseases.

– In the words of an aanganwadi worker “Pehle baccha aaata nahi tha, ab baccha jata nahi hai.”

– A soothing touch to the disaster hit children.

– Toys, games, books etc. play an impactful role especially for the disaster hit children. Whether it’s Bihar, Uttarakhand or Muzzafarnagr camps. Children respond similarly to these symbols of innocence and fun. For the time that they spend with these things, they tend to forget, even if momentarily, the trauma of the natural or man made disaster they have gone through.

– A healing touch to sick children.

– In Madhya Pradesh, at a hospital, when stuffed toys were given to a child at the last stage of malnutrition, who otherwise had very little energy for any movement, the holding of a toy not only brought a glimmer of a smile but it also made him do some movements. As he clung to the toy, it made his last days more cheerful.

This year the collection center is being set up in 14 cities including Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Ahmedabad, Cuttack, Pune, etc. over 3 successive weekends.

In order to contribute, various touch points are made available through which a mother can contribute to the campaign. To get more information about a nearest collection center, all one needs to do is give a missed call on 1800 267 6767/ 1800 267 2222 which will guide you to the nearest out of the 300 collection centers set up.

Also, please note that the collection centres in Chennai are spread across the city in areas such as Saligramam, Thyagaraja Road, Royapettah, Royapuram and Velachery. Select malls in these areas (Phoenix Market City, Express Avenue Mall, Spectrum Mall etc) will have a corner kept aside for the collection / contribution in their Big Bazaar section.

After all the items are left in the drop box for the day, they are collected from all the drop boxes in the city and transported to the nearest Goonj Collection Centers. Here the things are cleaned, sorted and pressed. These are transported to the local Goonj centers and given to the needful.

As a mother, I’ve always taught my girls to give away unused things or rather things they have outgrown. It brings a smile on the faces of those little kids when they receive a small kitty bag or a soft toy or pencils or notebooks or story books. When our children are taught to give, the impression in their minds is so strong and this value lesson of life carries on through their life. In turn, our children will pass on this wonderful lesson through the coming generations. And the world becomes a better place, with more smiling people.

So, come on, contribute and make a child smile. Also please take your child with you, while contributing, so that a great value lesson is taught effortlessly 🙂

SLOL Drop Box 1

12 Replies to “Share the language of love with Johnson’s Baby !”

    1. That is a lovely initiative.. and yes i agree with it whole heartedly that if you dont use a toy or even clothes and it can be used by others , then one should share

      there are a lot of underprivileged children who would be so happy to play with them ..


  1. such a lovely initiative! 🙂
    sharing toys and clothes brings joy not only to us but to all those kids who couldn’t have afforded it 🙂


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