UEM Sunrise launches multifaceted campaign in support of ‘Malaysia Prihatin’


UEM Sunrise Bhd has introduced “UEM Sunrise Cares”, a campaign which promotes togetherness in conjunction with 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 country’s aspirations that call on everyone to work together in fighting the Covid-19 pandemic while in the Recovery Movement Control Order (RMCO) period.

Through the campaign, UEM Sunrise will be collaborating with Projek57, an accredited social enterprise, to procure #CaringIsMyHappy reusable face masks to be distributed to 16 schools under its PINTAR Adopted School Programme.

The three-ply reusable face mask which is designed with UEM Sunrise’s “Smiley” symbol and Projek57’s signature Tunku Abdul Rahman emblem, is an ethically sourced and a fair-trade product by Earth Heir.

UEM Sunrise MD and CEO Anwar Syahrin Abdul Ajib said the campaign underscores the company’s commitment to sustainability by pushing initiatives to reduce single-use waste from the daily usage of disposable face masks.

He added that at the same time, it also encourages everyone in combating the 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,” he said in a statement recently.

Meanwhile, to encourage a healthy lifestyle and staying active during the Merdeka month, UEM Sunrise staff have pledged to walk or run a combined total of 630km, 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.

Additionally, 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 also a continuation from a series of illustrations developed by UEM Sunrise and Ikhsan during the MCO to spread hope and positivity to all Malaysians, while maintaining meaningful connections with the UEM Sunrise social media followers.

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 national celebrations.

To further reward the Trésorians, the company has partnered with several homes and professional service providers such as MyGroser, Maideasy and Bateriku to provide vouchers worth RM6.30 for bookings made through the hUb Home app.

The app is a new digital customer experience platform which is available for all UEM Sunrise homeowners.

Furthermore, the Publika Shopping Gallery, which is a creative retail space developed and managed by UEM Sunrise also presented “Muhibah Kita”, a Merdeka campaign in celebration of togetherness and all things that bind Malaysians together as a nation.

The month-long campaign which started on 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.

The exhibition also offers a special lucky draw for Publika shoppers who have spent at least RM250 with any of the retail tenants.

Anwar said despite having to scale down the on-ground events, the company still wanted everyone to celebrate the special month and remind Malaysians that they can overcome all adversity if they stay united.

“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,” Anwar Syahrin said.