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UEM Sunrise supports ‘Malaysia Prihatin’ through its company-wide initiatives for Merdeka


The students and teachers from SK Kiaramas, Kuala Lumpur together with the staff of UEM Sunrise Corporate Communication and Branding Department and Projek57 donning the #CARINGISMYHAPPY reusable face mask.

28 August, KUALA LUMPUR – UEM Sunrise Berhad (UEM Sunrise or the Company) – one of Malaysia’s leading property developers – presents “UEM Sunrise Cares”, an all-embracing campaign that promotes and inspires togetherness as the nation celebrates the 63rd Merdeka, and Malaysia Day amid the Covid-19 pandemic.

The comprehensive campaign draws inspiration from ‘Malaysia Prihatin’, the official theme of the Merdeka celebrations this year which highlights the Government and rakyat’s aspirations that call on all Malaysians to work together in fighting the Covid-19 pandemic while in Recovery Movement Control Order.

UEM Sunrise will be collaborating with Projek57, an accredited social enterprise, to procure #CaringIsMyHappy reusable face masks to be distributed to the 16 schools under the Company’s PINTAR Adopted School Programme. This provides an avenue for UEM Sunrise to put the ‘Happy’ in school-level engagements this Merdeka month.

From left: SK Kiaramas’s Senior Assistant for Student Affairs Khairul Shahrudin and Headmistress, Mariam Muda, Emilia Azyyati Abdul Rahman, UEM Sunrise’s Head of Corporate Communication and Branding, and Debbie Choa, Executive Director of Projek57 during the #CARINGISMYHAPPY reusable face mask handover to the school.

Designed with UEM Sunrise’s ‘Smiley’ symbol and Projek57’s signature Tunku Abdul Rahman emblem – an iconic symbol of patriotism – the three-ply reusable face mask is an ethically sourced and a fair trade product by Earth Heir.

UEM Sunrise Corporate Communication and Branding staff and team from Projek57 pose together with the teachers and students of SMK Kiaramas in Kuala Lumpur after handing over the #CARINGISMYHAPPY reusable face mask.

“This underscores UEM Sunrise’s commitment to sustainability by pushing initiatives to reduce single-use waste from the daily usage of disposable face masks and at the same time, encourage everyone in combatting spread of Covid-19 by staying safe and protected. Face masks are now a staple part of our wardrobe, so why not inject some patriotic flair to it in time with our Merdeka celebrations,” said UEM Sunrise Managing Director/CEO Anwar Syahrin Abdul Ajib.

To encourage a healthy lifestyle and staying active during the Merdeka month, staff of UEM Sunrise have pledged to walk or run on their own a combined total of 630 km, in conjunction with the 63rd Merdeka. Their progress will be tracked through an activity tracker and social networking app Strava. For participating in the ‘#CaringIsMyHappy Unity Virtual Walk’, they will also receive the special edition face masks.

UEM Sunrise has also collaborated with popular local illustrator Ikhsan Ise, or widely known by his moniker “Artortoise”, to produce a special Merdeka-themed illustration to commemorate the momentous celebration. Together they have created a special “UEM Sunrise Cares” illustration and an exclusive UEM Sunrise WhatsApp Messenger’s Merdeka sticker pack.

The unique collaboration is a continuation from a series of illustrations developed by UEM Sunrise and Ikhsan during the Movement Control Order to spread hope and positivity to all Malaysians, while maintaining meaningful connections with the UEM Sunrise social media followers.

In addition, the loyal UEM Sunrise customers and residents called the “Trésorians”, will be encouraged to participate in several virtual engagement activities including a drawing competition to unleash their creativity in the spirit of the Merdeka and Malaysia Day celebrations.

To further reward the Trésorians, the Company has partnered with several home and professional service providers MyGroser, Maideasy and Bateriku to provide vouchers worth RM6.30 for bookings made through the hUb Home app, a new digital customer experience app available for all UEM Sunrise homeowners.

Publika Shopping Gallery, a creative retail space developed and managed by UEM Sunrise, presents ‘Muhibah Kita’ – a Merdeka campaign in celebration of Malaysian togetherness and all things that bind us together as a nation. The month-long campaign which started in Aug 14 showcases an exhibition in a kopitiam-inspired setup, bazaars featuring local food, fashion, accessories and home décor from the best of local and homegrown brands, and a special lucky draw for Publika shoppers who have spent at least RM250 with any of the retail tenants.

“Despite having to scale down our on-ground events with our customers and closest communities to celebrate the Merdeka and Malaysia Day, we still wanted for everyone to celebrate the special month and remember that we can overcome all adversity as long as we stay united,” said Anwar.

“As the nation recovers from the impact of the Covid-19 pandemic, we remember that it is challenges like these that will make us stronger as people and as a nation,” he added.

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