Beacon of light: Florence and her staff in a discussion at the Sneham office in Seri Berapit, Bukit Mertajam. — ZHAFARAN NASIB/The Star
Corporate high-flyer finds a greater calling to help those in need
BUKIT MERTAJAM: She once sat in posh boardrooms, drawing a high salary, steering corporations and troubleshooting problems across Asia.
At the peak of her career, Datuk Dr Florence Sinniah did something few dare to do – she walked away.
Not for a higher post or early retirement, but to listen to the cries of people crushed by grief or despair.
“I left when I was doing my best work. My performance was consistently in the top tier.
“But I knew I had another calling,” said Florence, founder and chairman of Sneham Malaysia – a renowned toll-free suicide prevention helpline.
From corporate corridors to hospital wards, Florence wore many hats.
She has worked as a psychiatric nurse, a midwife and a senior human resources (HR) director in multinational companies.
It was during her HR career – navigating the mental breakdowns of top-performing employees – that she discovered her purpose.
“One case that changed me was an engineer who broke down from the pressures of managing a global team.
“I realised then that I had the ability to connect with people deeply, and that the mental health of people cannot be an afterthought,” she said in an interview.
That realisation planted the seed that would grow into Sneham, which in Tamil means “love” or “friendship”.
Florence began volunteering with the Befrienders hotline in 2009, quietly taking the graveyard shift from midnight to 6am every Friday – just to be there for those in crisis.
By 2018, she knew she had to go further.
She resigned and launched Sneham in October that year.
Today, Sneham is powered by 35 dedicated volunteers, supported by 48 members in total.
It’s more than a hotline – it’s a lifeline for those trapped in darkness.
“In a world where emotional pain is often invisible, just having someone to listen without judgment can save a life,” she said.
Since 2019, Sneham has answered 9,235 calls, responded to 2,292 WhatsApp messages, provided 128 in-person counselling sessions, and reached 193 schools and communities with outreach programmes.
During the pandemic period, calls surged from 375 in 2019 to 1,885 in 2023, showing how isolation and despair gripped a higher number of people.
But running a lifeline isn’t easy. Florence is candid about the struggles.
“We’re constantly working to expand our volunteer pool and secure enough funding to keep going,” she said.
In 2020, Sneham was recognised globally with the Stars of Covid Award – one of 100 selected from over 1,600 nominations.
Behind the numbers lies the beating heart of a woman who gave up comfort to sit with people in their darkest moments – simply to remind them that they matter.
Meanwhile, the Star Golden Hearts Award (SGHA) returns for the 11th edition to honour everyday Malaysians whose compassion and selflessness have made a lasting impact on others.
With McDonald’s Malaysia as the new strategic partner, SGHA is poised to broaden its reach and deepen its impact nationwide.
This year also marks the debut of the McDonald’s Caring Hearts Award – a special recognition honouring individuals or grassroots groups whose heartfelt acts of kindness have uplifted lives in profound and lasting ways.
Since its inception in 2015, SGHA has honoured more than 100 individuals and organisations whose efforts have inspired action, transformed lives and strengthened communities nationwide.
