Every person needs to express their affection. A hug is one type of physical affection that can be easily done. Hugs have many benefits, both psychologically and physically, especially for children. A hug that is full of tenderness is something that can soothe and even help optimize their growth.
Acknowledging the importance of hugs, Molto - a product very close to Indonesian families today, kicked off its ”Berbagi Pelukan Melalui Kelembutan Molto” (i.e. “Sharing Hugs through Molto Tenderness”) campaign. Not only does Molto invite families to start the habit of hugging each other (which is very useful), but also participate in sharing soft hugs with unfortunate children. "We want to emphasize the importance of a hug that is full of softness especially for children, right from their birth up to adulthood. Moreover, Molto also spreads hugs by donating “Molty” teddy bears as a symbolic gesture to unfortunate children, "said Hira Triadi as Marketing Manager Laundry Category PT Unilever Indonesia, Tbk.
Indonesians are actually very accustomed to physical touch in their traditions, especially when children are still babies and need to be cuddled before sleep. Roostien Ilyas, a children observer said, "Parents try to express their love by fulfilling their children’s needs, like buying toys, providing them with a proper education, giving their special attention and speaking softly with them. But as the children grow, their parents tend to be more reluctant to give them hugs since that is usually only associated with youngsters.
Roostien continued, "But in fact, physical touch, such as hugs, may give you the feeling of comfort, warmth, and peace of mind subconsciously. People need hugs as a form of non-verbal communication that can actually speak more than just words. Melly Puspita Sari, Psi, M, NLP, Psychologist, master NLP trainer and author of the book ”The Miracle of Hugs” explains, "Give your children a hug at least eight times a day to refresh their energy so they can optimize their potential whilst doing their activities. A hug provides closeness, inner strength and loving vibrations between parents and children. "
The benefits of hugs are not limited to age; the warmth of a hug can be felt from the day a person is born until the day they die. A lot of clinical and psychological research on the importance of hugs has been done - here are some results: hugs between parents and children can increase brain intelligence and stimulate the release of the hormone Oxytocin, which gives children a sense of calm and reduces the toxicity of hazardous substances in the brain . Hugging is more effective than words of praise or affection as it makes the child feel loved and appreciated . A hug has a positive impact on the children’s development and IQ .
"We should know as well that a soft hug is one way to solve problems, especially with children who behave differently. A hug is also important because people who are usually being hugged tend to show compassion more easily to others. Therefore, don’t hesitate to start the hugging habit from now on! "Said Melly.
Realizing the importance of a hug that is full of softness, Molto invites consumers to participate in the campaign "Berbagi Pelukan Melalui Kelembutan Molto Ultra Pure". With every purchase of a Molto Ultra Pure product, consumers will automatically be donating a Molty bear to unfortunate children. The teddy bear has been chosen as a symbol of affection because it can be a wonderful companion for children. Moreover, the doll, which is easy to hold and cuddle, may also be a tool to express feelings such as compassion, a sense of belonging and so on.
Besides purchasing Molto products, consumers can also participate by donating old stuffed dolls into a drop box. The old dolls will be washed and smoothened out with Molto Ultra Pure softness before being handed to unfortunate children. All of the collected Molty bear will be built into a giant Molty bear, which will be distributed to unfortunate children at the event’s climax on November 24, 2013 at Mal Taman Anggrek
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