Press release and images on “I can change the world” from Dilmah
ABC Charity is a Swedish non-profit
Together with Dilmah Tea and their philanthropic arm, the Merrill J. Fernando Charitable Foundation, the ABC Charity created the letter “J” in Sri Lanka. The Letter “J” was shot on June 5th, 2018 in the verdant tea fields of Dilmah’s Dunkeld Estate overlooking the
Creating this masterpiece was a moment of togetherness which brought together two teams and kids from 2 schools towards one goal - that is to create the best J possible. MJFCF Youth from Moratuwa volunteered to support the ABC Charity event and they enthralled the audience with their mindblowing performance with the Giant Puppet. This was a first time for many of the young people from the estates.
“The entire production was a sheer joy for the MJF Foundation and Dilmah teams, where usually the focus of life on estates is negative this featured their potential through the young, vibrant thriving communities that they are,” says Dilhan C. Fernando, CEO of Dilmah Tea.
What makes ABC Charity human alphabet special is the effort that goes into making the letter. The team does not use drone photography since they want the human value to be incorporated into the final creation. Creating the letter J in the central highlands amidst the intermittent monsoonal rains was a challenging mission. But the team’s unwavering positivity and the blessings of well-wishers finally let the sun, shine through the gloomy skies opening up the heavens making way to create a masterpiece.
Each photo shoot of ABC Charity is followed by a heartwarming event that encourages children to celebrate the human spirit with kindness - in line with ABC Charity’s claim “Kind Is The New Cool”. Fia Garvner Agooo sees this as a meditative experience - where kids have fun and get inspired through art and community. "Together with kids, we rekindle our love and respect for the earth, environment
Every photo of the ABC Charity Alphabet has a fascinating story. Prior to the event, the ABC Charity team met up with the locals and engaged and the kids from the schools around Dunkeld Estate. "It’s important that we let the kids - the creators familiarise themselves with the whole concept of our Art Charity," says Filip. Few days before the letter J was created, there was an entertaining session with the kids. “We
The limited edition photo alphabet art will be sold in the ABC Charity webshop through which local and global charities will benefit from the purchase of the letters – receiving a minimum of 90% of the funds from the webshop sales to support children’s education and well-being in the country it was shot in.
“Charity is all about the dignity of the recipient. Through this incredible experience, we are sending out a powerful message that urges us to corporate and partner up to help kids.” says, Merrill J. Fernando Chairman and Founder of Dilmah Tea and Settlor of the MJF Foundation.
Upon successfully completing the photo shoot of the letter J, ecstatic Filip shared his thoughts and excitement. “Weather was in
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