Giving back: Representatives from one of the schools receiving a mock cheque from Carlsberg Malaysia.
A TOTAL of RM7.9mil was raised for four schools in Sabah through Carlsberg Malaysia’s flagship community engagement programme in Sabah and Sarawak — the “I Love Chinese Education” Charity Concert (EMCC).
Of the four schools, SJK (C) Yuk Chin Tawau raised a whopping RM5.34mil, while SJK (C) Chee Vun Lahad Datu raised RM720,000; and both Lahad Datu Middle School and SRK (C) Ming Chung Sandakan raised RM1mil each.
The second leg of the charity concert will be held in Miri, Sarawak on Sept 13.
Since its inception, a total of RM15.2mil has been raised to help the development of more than 40 Chinese institutions and schools in Sabah and Sarawak.
Despite various macro-economic challenges, Carlsberg Malaysia continues to pledge its corporate social responsibility (CSR) commitment towards the advancement of education and development of schools in Sabah and Sarawak.
EMCC has also incorporated Carlsberg Diamond Idol, a talent search platform, into the stage performance.
Last year’s champion, Sabahan Sylvester Lee showed off his singing talents at this year’s EMCC charity concerts and earned a money-can’t-buy chance to show off his vocals and dance moves in front of a live audience.
By incorporating both CSR and brand building projects, the brewer hopes to further engage its consumers while giving back to society.
“We are pleased that the charity concert is back for the fifth consecutive year.
“We aim to raise the bar higher each year and we have not only presented a more glamorous, entertaining and complete show but also run a consumer promotion at the refreshment outlets to support fundraising for the schools,” said Carlsberg Malaysia communications and CSR director Pearl Lai.
“Carlsberg Malaysia’s two flagship Chinese community projects — Top Ten Charity Campaign and EMCC — have, over the last 27 years, accumulated a school-building fund breaching RM400mil for approximately 694 schools and education institutions,” Lai added.
This year’s EMCC artistes line-up are famous TV host cum personality Lim Tiong Piow, duo Summer Grace, Peace Teo, Crystal Ong, Nic Chin and Mohan.