Astra Dinnen Dina Wadenno
Astra has been the trusted brand by Sri Lankan mothers for years and recently launched the Dinnen Dina Wedenno campaign to help mothers develop good food habits for their children.
The goodness of 'Dinnen Dina Wadenno'
A child’s growth and health is vital for all mothers. Children need good nutrition because their bodies are constantly growing and developing. Lack of proper nutrients inhibits a child’s physical and mental development because the lack of vitamins and minerals is a definitive factor in poor growth processes and health problems later in life. It is therefore very important for a child’s nutrition to be properly monitored for the correct balance of healthy foods and the right nutrients.
Developing good food habits
In facilitating this Astra launched the campaign “Dinin Dina Wadenno” to educate mothers on developing good food habits for their children. After all, good nutritional habits are best developed at a very young age. Astra contains fats which are essential for the daily growth of a child and it is fortified with vitamin A and D to provide strong bones and eyes. The “Dinin Dina Wadenno” campaign was launched in March 2009 after the successful Daru Diri Poshanaya activation conducted in 2008 which resulted in reviving the brand with a 30% growth.
The main objective of the new campaign is to educate parents of the importance of their children’s daily food habits and how Astra can be a part of their child’s vital growth’ said Ruvindu Gunaratne, Junior Brands Manager for Astra. “This is a well thought out campaign which is implemented regionally with plenty of pre-publicity through media.”
The importance of growth
Earlier this year pre schools were encouraged to participate through pre-registration. Selected pre schools are then briefed on the event and the message is taken to the children with a song created specially for the pre scholars. On the day of the event children are entertained by popular artistes such as Edward Jayakody and Charitha Priyadharshini. Every child is given a weight and height checkup with a growth card with information on nutrition and good food habits to reiterate the importance of growth.
Special games are created in getting children involved and every child is given a healthy meal of green gram or Kadala with Astra to enhance the taste and to make the food more appetizing.
The parents are invited for a special program conducted by well known Child Psychologist and a inspirational speaker Dr. Ajith Jayawardene. During the program parents are briefed on how to develop good food habits in the early stages of their children.
Making children strong & healthy
As a leave behind all the pre-schools are given a notice board with a gift to every child comprising of a school bag a cap and a lunch box. A happy child will leave the Dinnen Dina Weddenno event with parents having a positive mind set and more enhanced knowledge how to facilitate daily growth in making their children strong and healthy.
To date two successful programs have been conducted in Kandy and Anuradhapura making more than 25,000 contacts. “Dinnen Dina Wedenno” will be implemented in Kurunegala and Colombo for 2009 in taking “Daily Growth Daily Astra” message to build up a healthy nation.
