Valuing Life, Contributing To The Community

Over the last 40 years, Life Insurance Association of Malaysia (LIAM) has been involved with many community service activities. Apart from being a leading insurance association in the country, LIAM also plays its part in giving back to the community through many of its community service programmes and activities. In this issue, CSR Malaysia gets to take a look at LIAM’s community service initiatives in conjunction with its 40th anniversary.

It started back in 1991, where LIAM contributed to the underprivileged and the needy in different parts of the community. Since then, this project has been celebrated on a yearly basis with a myriad of activities ranging from blood donation, contributions to orphanages, old folk homes, paediatric wards and outward bound activities for teenagers.

Growing in tandem with the transformation of the industry is the evolution of LIAM’s community service programmes which has been brought to the next level under the Insurans Hayat Cares umbrella. In conjunction with the LIAM 40thAnniversary celebration in 2014, the Insurans Hayat Cares logo was launched, followed by a series of community service activities, reiterating LIAM’s commitment to the community.

Being a responsible corporate citizen, caring for the community and insuring the nation are the ultimate objectives of the LIAM member companies. This is in line with our philosophy to be more engaging with the rakyat through various community service programmes and initiatives. LIAM believesthat the spirit of caring and sharing should be an integral part of the life insurance business and the message of hope and love should be spread all year round.

This year, the association started with a community service project with the Cancer Research Initiatives Foundation (CARIF) to raise awareness of the top five most common cancers among males and females. Through this collaboration, LIAM hopes to share its experiences in educating the community to be aware of the cancer disease and promoting cancer education to the young generation. The “Be Frank” booklet on cancer was launched by the Deputy Governor of Bank Negara Malaysia, Dato’ Muhammad bin Ibrahim at the LIAM 40th Anniversary celebration in Grand Hyatt Kuala Lumpur.

The “Be Frank” booklets printed for both male and female feature the top 5 cancers in the country and highlight the steps that one has to take to reduce the risks of cancer. Testimonies of cancer survivors are also shared in the booklets to inspire and encourage readers to continue to live a wholesome life of hope. LIAM will be distributing 50,000 booklets in multi languages to the general public. A grant of RM50, 000 was also presented to Professor Dr Teo Soo Hwang, Chief Executive Officer of CARIF, by LIAM’s President, Mr Vincent Kwo.

LIAM hosted and sponsored a gathering for about 100 underprivileged children from two homes namely Asrama Darul Falah (ASDAF), Bukit Persekutuan Kuala Lumpur and SHELTER Home, Petaling Jaya. The event was attended by LIAM’s President Mr Vincent Kwo, representatives from LIAM’s member companies, Principal of ASDAF, Ustaz Zulyadain Bin Mohd Radzi, General Manager of SHELTER Home, Mr Cheok Hoong Poh and children from both homes.

In-line with the spirit of sharing, caring and giving, the gathering has brought more happiness, cheer and laughter to the children who came from different backgrounds, who also needed care, guidance and love without boundaries. To add more fun and excitement for the children and teenagers whose ages ranged from 4 to 17 years old, the organizing committee made up of representatives from LIAM member companies, conducted fun activities to encourage them to use their thinking skills and knowledge on road safety and financial literacy. Activities such as Money Crossword, Road Safety Puzzle and quiz were among the exciting activities.

A team of 390 runners from 11 member companies took part in a 3-kilometre annual volunteer-driven run under LIAM’s Insurans Hayat Cares to raise funds for cancer research in Malaysia. Held at Taman Tasik Titiwangsa, Kuala Lumpur, LIAM’s participation in the 34th Terry Fox Run was in-line with the objectives of Insurans Hayat Cares to create more awareness on cancer and promote cancer education among the society.

LIAM via its Insurans Hayat Cares team brought a pleasant surprise to about 40 children and their caretakers at the Paediatric Unit, Oncology Ward of Hospital Kuala Lumpur. Headed by LIAM’s President, Mr. Vincent Kwo, the Insurans Hayat Cares team brought smiles to the faces of the children and their caretakers when they brought in goodie bags with loads of presents and the famous Upin & Ipin mascots to their hospital beds.

Moving forward, the Insurans Hayat Cares team has outlined a number of engagement activities with the community in the coming months.