November 30, 2010 – Mist emerged the winners of this year’s Always Dance off Competition dubbed ‘Always No Check Check Dance Off’, rising out of 100 groups of female contestants from across the country who gathered at Central Park to showcase their dancing talent before a panel of professional judges, family, friends and well-wishers.
Always, a leading brand in sanitary pad protection in Kenya gave girls aged 12-18 years an opportunity to portray their confidence and to express themselves through dance. The competition was a huge success as students, parents and friends made their way to Central Park in support of their best dance crew. The competition this year was unlike any other held in the past as the contestants formed groups of four and performed their well-rehearsed dance routines to the ‘Always No Check Check’ jingle played in different renditions of rock, ragga, kapuka and hip hop. The girls portrayed tremendous skill and talent
Speaking at the competition, Always Brand Manager Riccardo Cele said that girls generally feel less confident during their monthly periods and their self-esteem is also low. The dance off competition is therefore an attempt to raise esteem and build self confidence among the girls. “The always dance competition is an avenue for girls to express themselves and feel free about who they are and to show their talent through music and dance,” Riccardo added.
As a way of motivating the girls all participants walked away with prizes Always branded merchandise while the winners took home KSH 80,000 and Ksh 60,000 for the runners-up The brand has always had a keen interest in the girl child and through initiatives such as ‘Always Keeping Girls in School Program’ a partnership with the Ministry of education, it has supported girls in schools by providing them with free sanitary pads. This program has also given more than 20,000 girls information guiding and counseling with key focus on puberty and how to handle themselves during their menses.