LASCO powers up SunCity Read & Win School Tour

For the past ten years, the SunCity 104.9 FM Read & Win School tour has been making an impact with students at primary and prep schools islandwide during the month of May, which is celebrated as Child Month. The school tour features two main components, learning (awareness, education and action) and Fun.

LASCO has been involved with the initiative for the past eight years and this year, the company has increased its presence, coming on board as title sponsor.

Renee Rose; category manager, LASCO Distributors Limited, noted in a release to the media that, “LASCO has been partnering with SunCity Radio for the past eight years through our breakfast cereals category. This year, the strategic decision was made to include additional brands that also target children. The goal was to broaden awareness not only among our young consumers but also among educators and the wider SunCity Radio audience. With five brands now on board, we felt it was the right time to take on the role of title sponsor. We’re delighted we did, as the response has been overwhelmingly positive.” Rose described the relationship between her company and the initiative.

“The association with SunCity has been a rewarding and impactful one. Through this partnership, LASCO had the opportunity to engage directly with primary school students, educators, parents and guardians, to increase awareness of selected range of our products across the cereals, nutrition, beverages, children’s nutrition and personal care categories. Our participation involves interactive on-the-ground activities, including product sampling, card games to test students’ skills, reading and comprehension exercises, as well as fun activities like parent-child eating competitions. We also facilitated educational talks with young girls, focusing on topics such as personal hygiene and menstrual health. Overall, the collaboration has allowed us to connect meaningfully with our target audience while reinforcing the importance of education, health, and family values,” Rose explained.

TARGETED MESSAGING

LASCO’s partnership has helped to bring awareness to several of its brands.

“This year, five LASCO brands came on board to help build awareness through targeted messaging and product education. Our breakfast cereals line and LASCO Food Drink; including both the regular and reduced sugar variants – highlight the importance of starting the day with a nutritious breakfast and demonstrate how these products can be incorporated into a healthy morning routine as well as other ways of consuming LASO Cereals and LASCO Food Drink any time of the day. We also featured our iCool reduced sugar beverages, raising awareness of their role in keeping consumers hydrated while offering a flavourful, lower-sugar alternative. FreeJoy Fruit Purée was introduced to appeal to younger consumers looking for a tasty and convenient fruit-based snack,” Rose shared.

She continued, “In addition, we used this platform to promote Curves Sanitary Napkins by engaging students in grades four to six in discussions around personal hygiene and menstrual health. This allowed us to educate young girls on the importance of proper care during their cycle and the benefits of using Curves for protection and comfort.”

The category manager also noted that Child Month is of significance to LASCO as it gives the opportunity to continue to invest in the youth of Jamaica.

“At LASCO, giving back to children during Child Month aligns perfectly with our company mantra, Every Day Family Values, and our commitment to being a socially responsible organisation. Supporting Child Month is not just important – it’s a necessity. We have a strong history of investing in educational initiatives, including our flagship Corporate Teacher and Principal of the Year Awards. During Child Month, we also proudly participate in Read Across Jamaica, where LASCO employees visit selected schools to read to students and promote literacy. Our involvement in the SunCity Read and Win school tour is another meaningful way we engage with the next generation, encouraging them to embrace reading and showing that learning can be fun. These initiatives reflect our ongoing commitment to national development and to being a positive force in the lives of Jamaican children,” Rose shared.

The LASCO/SunCity Read and Win School Tour began on May 6 and will end on May 31 with a grand finale at Buzzers in Portmore. So far, the tour has visited Swallowfield Primary, Mannings Hill Primary, St Peter and Paul Prep, George Headley Primary and St Richard’s Primary.