UEM Sunrise Berhad (“UEM Sunrise” or the “Company”), one of Malaysia’s leading property developers, has launched the “National Smiles Campaign – Smiling Proud, Smiling Strong and Smiling Together” a comprehensive digital campaign to foster the spirit of unity and happiness as the nation celebrates its National Day, Malaysia Day, and World Smile Day.
The “National Smiles Campaign” aims to spread cheer and bring smiles in light of the COVID-19 pandemic and the prolonged Movement Control Order. Aligned with the Company’s C.H.I.E.F. values and inspired by Malaysians’ united and caring spirit, the series of digital initiatives are open to its customers and the public.
At the same time, the smile is based on UEM Sunrise’s ubiquitous ‘Smiley’ symbol. Created as the brand expression, the ‘Smiley’ represents the look, feel, tone and manner that embodies the essence of joy and happiness.
The campaign began from 25 August to 1 October. Its initiatives include social media contests, a user-generated content video contest, a virtual race, and a planting workshop for UEM Sunrise customers in the ‘Trésor’ programme.
Anchored by the objective of giving back to the community, Smiling Strong invites the public to share a video or a compilation of all things that inspire them or can inspire others.
For every entry uploaded by the public onto Instagram, UEM Sunrise; through identified food banks, pledges to donate 400 packs of essential items, including food and personal care products to the needy, welfare homes and impoverished families. Entries with the most creativity and likes will stand a chance to win cash prizes up to RM1,500.
UEM Sunrise Chief Executive Officer Sufian Abdullah said: “Our initiatives seek to not only bring happiness and smiles to our customers and the public, but also to those who are in need. Driven by our C.H.I.E.F values: we Care for the communities around us, we are Honest with them, get Involved with them, be Enthusiastic in what we do and most of all, be Fun-loving with those around us.”
“In conjunction with the World Smile Day on 1 October, we will celebrate the occasion by donating our proceeds to those in need and bringing actual smiles. We hope that our efforts will alleviate some of their hardships during these challenging times,” he added.
“The rapid vaccination rate has allowed the local economy to gradually open up – something we all look forward to; especially tenants in our retail facilities. Nonetheless, we must remain vigilant and continue to comply with the established SOPs to curb further spreading of COVID-19.
“Despite that, we still want everyone to celebrate our National and Malaysia Day as well as World Smile Day in their own capacity. We’ve seen some remarkable tenacity, enthusiasm, and innovation in adapting to the current situation. We are proud to see this spirit of care, compassion and collaboration continue to bring out the best in all of us,” said Sufian.
“I’m optimistic that we will come out stronger as a nation as we stay united against the pandemic,” he added.