Sunrise Berhad announced their participation in MyKasih ‘Love My Neighbourhood’ programme in Segambut by contributing RM25,000 to the cause. The programme is aimed to improve the living condition of less fortunate members of society.

25 families from Segambut and nearby areas have been identified and Sunrise Berhad’s RM25,000 contribution will go towards subsidising the purchase of basic food items for them. The eligibility of families to receive the subsidy was based on qualitative and quantitative assessments by local NGOs.

Anne Tong, assistant general manager (branding and community development department) of Sunrise Berhad said, “Sunrise Berhad believes in making contributions in a meaningful manner, offering assistance to the poor and needy, particularly in food aid and education schemes. By supporting these selected households, we hope to ease their financial burden somewhat and improve their living condition.”

According to MyKasih Foundation director Ho Kay Tat, the urbanisation rate is increasing rapidly with 63 per cent of population living in urban districts and many find it hard to make ends meet due to high cost of living.

Families in the programme need to nominate a person who will be purchasing the items and the nominee will use his/her MyKad to make purchases.

YBhg Datuk Badlisham Ghazali, chief executive officer of Multimedia Development Corporation (MDeC) commended the use of the MyKad system to distribute welfare funds. He said, “The use of MyKad as a touch point to rakyat is aligned with the government’s directive of using MyKad as a single access for services.

Ho Mun Hao, marketing director of GCH Retail (Malaysia) Sdn Bhd said, “We are committed to this partnership and happy to be able to play an important role, using Giant Brem Mall as the distribution centre where recipient families will have easy access to daily necessities at everyday low prices.”

Ho added that that they will also be contributing 10 per cent of the purchases to MyKasih Foundation in line with their corporate social responsibility objectives.