30 March 2010

mom & me & suncare

An local lack of focus on suncare from an early age, and a desire to foster an early love of reading prompted Everysun and HDI Youth Marketeers to develop the Mom & Me programme.


Since Piaget’s early childhood development theories of 50 years ago, we have known that the ages 3-7 are pivotal in developing children’s consciousness and decision-making patterns. Reading is a pivotal habit that helps develop children’s innate sense of curiosity and promote an interest in learning when they go to school.

This need, coupled with the lack of local focus on suncare from an early age, prompted Everysun and HDI Youth Marketeers to develop the Mom & Me programme. The programme visits hundreds of pre-schools to teach children important lessons through colourful stories and exciting activities that allow them to have fun while learning at the same time. Everysun is one of three coporate partners undertaking this venture.

From September 2009 to March 2010, the Mom & Me & Everysun Suncare team will be visiting over 400 pre-primary schools in Gauteng to deliver a book to each child, give teachers activity manuals, as well as a variety of posters that teach the importance of suncare, amongst other key learning themes. The content is divided between the stories which moms read to their children at home and interactive exercises, which the children complete at school.

The books have been specifically designed with pre-primary school children in mind. “The stories feed children’s natural curiosity, the text is simple to understand, the pictures are colourful and appealing to this age group and the fun activities are perfect for moms and their children to interact and spend quality, educational time together,” says Jason Cederwall, Group Brand Manager of Incolabs sun care portfolio

According to a pre-primary schoolteacher in Edenvale, educating and connecting with your child is paramount during the formative years from 3 -6 years of age. “The only real time to connect moms and tots is bedtime and bathtime – they don’t have much free time and want most activities to be done at school”, she says.

There is also a competition element where children draw a picture of a lesson that they have learnt with Mom & Me. Three winners are chosen across the participating schools. The winning children get their picture printed on a T-shirt for every child in their school and the school receives a book voucher prize.

Pre-school teachers are also given the opportunity to order a free, bulk Everysun dispenser, and supplies of sunscreen (in one litre batches) at cost price, to apply to all learners daily.

With all this awareness around suncare, children are being educated on having a healthy respect for our South African sun. What’s more they get to learn about suncare items that should be used everyday to protect themselves from the sun, such as hats, sunglasses, long-sleeved shirts, umbrellas and sunscreen.

For more information on Mom & Me, call Kirstin Tsaperas at HDI Youth Marketeers on (011) 706-6016 or email her at


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