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National Smiles Campaign by UEM Sunrise Aims to Bring Happiness to All

Media Highlights

07 September 2021

UEM Sunrise Berhad (“UEM Sunrise” or the “Company”) has recently 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 campaign aims to spread cheer and bring smiles in light of the Covid-19 pandemic and the prolonged Movement Control Order. In line 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. 


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.


Bearing the aim 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.


Meanwhile, UEM Sunrise continues its collaboration with local illustrator collective Artortoise with the Smiling Proud: Find the Smiley contest on Facebook and Instagram where users spot and count the number of smileys in the illustration. Be one of the 30 lucky users to stand a chance at winning Grab vouchers worth RM100 each. Artortoise previously designed the special National Day-themed illustrations, which were widely featured in last year’s “UEM Sunrise Cares” campaign. In keeping up with the tradition, they will be designing special National and Malaysia Day-themed illustrations and an exclusive UEM Sunrise WhatsApp Messenger and GIPHY National Day sticker packs.


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.”


UEM Sunrise will also be organising Go The Distance – Hope & Unity Virtual Race. 800 participants can walk, run, or cycle for at least 5km anywhere and anytime between 16 September and 22 October. The initiative serves to promote healthy balanced living and become a positive platform in motivating the community to stay active and united​. Fitness-enthusiast participants could also walk away with attractive lucky draw prizes. Registration opens on 15 September.


Publika Shopping Gallery, UEM Sunrise’s creative retail space, will be organising a National Day Giveaway, a social media contest, where hUb mall members can win exciting prizes. Meanwhile, Planting Seeds of Happiness is a virtual planting workshop organised for loyal UEM Sunrise customers and residents called Trésorians. It seeks to promote the Greening Malaysia Programme, one of the national agendas to address climate change and to adopt a greener future. Apart from fostering a closer relationship amongst the communities, the workshop will be a fun and educational programme for families.


Please visit as well as UEM Sunrise’s Facebook and Instagram page to find out more about the “National Smiles Campaign” and its various initiatives.


Source: Propsocial

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