PR students collaborate with NCSM and MAKNA to raise awareness about breast cancer through their CSR project

“Get Screened Today!” was the message conveyed in The Tale of Pink Ribbon, a Corporate Social Responsibility (CSR) project, initiated by a group of 53 Bachelor of Communication (Honours) Public Relations students, in partnership with the National Cancer Society of Malaysia (NCSM) and Majlis Kanser Nasional (MAKNA).

The tale tells of the problems encountered by breast cancer patients in Malaysia, and all the funds raised and revenues gained throughout the project will be used to cover the expenses of the project whilst channelled towards improving the quality of day-to-day life of the targeted group.

Their efforts were substantiated with an opening ceremony, organised on 7 April 2024 in collaboration with NCSM, MAKNA, AEON Mall Kinta City and Perak Transit Bhd. Present at the opening ceremony were UTAR Vice President for Student Development and Alumni Relations Prof Dr Choong Chee Keong, representing UTAR President Ir Prof Dato’ Dr Ewe Hong Tat; Faculty of Arts and Social Science (FAS) Dean Dr Lee Lai Meng; NCSM Medical Officer and Community Health Dr Gurpreet Singh; AEON Mall Kinta City Sales Manager Puan Rohaliza binti Harun; FAS academic and project advisor Ms Diong Fong Wei, and Project Director Lee Xiang Ting. Guests who witnessed the launching were NCSM Senior Public Health Executive Dr Janice Hew Pei Fang; NCSM Public Health Executive Ms Agate Koh Yin Ting; FAS academics Cik Bazlin Darina binti Ahmad Tajudin, Dr Chin Ying Shin, and Ms Teh Su Yen; and Mighty Bakery Sdn Bhd Senior Sales Executive Mr Henry Lau Tiong Siang.

Prof Choong highlighting UTAR’s commitment to serve the community

Prof Choong said, “UTAR has always believed in community engagement and enriching activities not only for the students in the university but also the public community. Through the collaboration with NCSM and AEON Mall Kinta City, we recognise our responsibility to promote health and well-being, not just within our campus but also in the wider community. We are committed to supporting initiatives that have a positive impact on society and collaborating with organisations and individuals who share similar visions as us. I am delighted that our PR students are continuously taking the initiative to organise CSR projects that address community needs. UTAR takes pride in its commitment in offering quality education by encouraging and allowing our students to reach out to the industry’s key players and community members in improving community well-being and health consciousness. Our overarching mission is not just to educate, but also to promote actions in developing the community’s well-being.”

Puan Rohaliza thanking UTAR and PR students for the collaboration

Puan Rohaliza thanked UTAR and the PR students for the collaborative opportunity and mentioned that the activities have attracted much participation from the public. She applauded the students for taking this step in ensuring the health and well-being of the community. On behalf of AEON Mall Kinta City, she expressed her support and hoped that more projects would be executed to bring about a healthier environment for the community.

Dr Gurpreet explaining the mission of NCSM

Dr Gurpreet Singh said, “Our mission is to ensure that no Malaysian fears cancer by creating an understanding of cancer that leads to prevention and early detection, and by providing the best possible care and support for those affected by cancer. Living in a world without cancer will be the vision that motivates us to combat cancers which affect many lives. Today, we are gathering here to witness the efforts of UTAR PR students in working together with NCSM to improve breast cancer awareness and advocacy initiatives. I would say that UTAR has trained the students well. Not forgetting, our committed partner, AEON Mall Kinta City and generous sponsors for providing the team with the venue, facilities and support in making the event a great success. Your contribution reflects the potential of togetherness in fighting breast cancer and enhances the public’s awareness of the importance of cancer screenings.”

Lee explaining the objective of the project

Lee expressed, “In January, we conducted a pre-campaign survey targeting 200 respondents. The survey results showed that 69% were aware of the importance of mammogram screening, but only 14.5% had undergone the test. Thus, the tagline of our project is ‘Get Screened Today!’ to emphasise the importance of screening tests for early detection in reducing the mortality rate. We must stand in solidarity to fight against breast cancer and to create a resilient and hopeful community. The services that are offered during this exhibition include free HPV vaccinations for young women aged 13 to 20 years old and there are also free health screening tests specially for PERKESO members aged between 40 to 59 years old as well as other screening packages that are opened to the public. So, we are here not only to raise awareness, but to also encourage everyone to ‘Get Screened Today’.”

Afterwards, the launching of the exhibition commenced with a gambit set up on stage, followed by a guided tour that attracted a large crowd of attendees. The exhibition started on 5 April 2024, and on the second day, Deputy Chairman of the Perak State Assembly and State Member of the Canning AsseJenny Choy Tsi Jen, and a member of the legislative assembly for Hulu Kinta Yang Berhormat Muhamad Arafat Varisai Mahamad showed their support for the exhibition.

At the exhibition NCSM offered various services, including free HPV vaccinations for young women aged 13 to 20 years old, health screening tests for PERKESO members aged between 40 to 59 years old, essential community cancer screening, and comprehensive wellness screening open to the public. NCSM also provided a Digital Mobile Mammogram Unit (DMMU), a screening truck designed to travel across various countries, to increase and promote early breast cancer detection. Throughout the three-day event, 242 individuals participated in the exhibition, and a total of 126 people received breast cancer screenings, contributing to early detection and prevention efforts, which aligns with the project’s objectives.

Another highlight at the exhibition was the awareness talk on “Beyond Pink Ribbons: Fostering Breast Cancer Awareness" delivered by two distinguished speakers from NCSM, Dr Janice Hew Pei Fang and Ms Agate Koh Yin Ting, who educated the public on the breast cancer. An interactive session added an element of fun to the exhibition, where participants engaged in the "Pink Pao Wall" game. Participants drew questions related to breast cancer from pink pao and answered them to raise awareness. Participants who successfully answered questions were rewarded with prizes generously provided by sponsors, including Lipton, bread from Mighty Bakery Sdn. Bhd., and candied dates.

One of the visitors commented, “I have learned about breast cancer after participating in this exhibit. I found the services provided beneficial for our health and it is important to prioritize our breast health. If similar events are held in the future, I will definitely participate again.”

Meanwhile, another participant said, “I think this exhibition on breast cancer is beneficial for raising awareness among the public. It is crucial because people are often too busy with their work and do not have time to seek information. Therefore, having the exhibition in a mall enables them to learn about breast cancer while they are out shopping, making it easier for them to gather information and increase their awareness.”