The “Beat the Drums Music Festival”, which took place on 27 April 2024 at the Exhibition Hall in Kampar Putra Sentral, served as the closing event for the project titled “The Tale of Pink Ribbon”, organised by 53 Bachelor of Communication (Honours) Public Relations students in collaboration with Majlis Kanser Nasional (MAKNA) and Kampar Putra Sentral. The event drew a total of 372 attendees, successfully attracting a crowd to Kampar Putra Sentral.

Aimed at celebrating breast cancer survivors and raising awareness about the disease, the “Beat the Drums Music Festival” commenced with a lion dance performance in pink and white, symbolising unity and strength in the fight against breast cancer. The festival ambience was further uplifted as attendees donned pink or white attire in solidarity with breast cancer awareness.

The event was graced by distinguished guests, including YB Jenny Choy Tsi Jen, Timbalan Yang-DiPertua Dewan Negeri Perak and Ahli Dewan Negeri, Kawasan Canning; Encik Ahmad Nu’man bin Abdul Rahman, Assistant Programme Manager of MAKNA; sponsors, and UTAR staff. The success of the project is also credited to sponsors such as Etika Sdn Bhd, YB Tuan Mohd Azlan Helmi bin Helmi, Mighty Bakery Sdn Bhd, and Group of Es Tan Sdn Bhd.

One of the highlights of the evening was the opening gambit, during which guests were invited to activate a button that illuminated a map showcasing the nine districts of Perak that had been visited during the organising team’s roadshows. The illuminated map formed a ribbon shape, symbolising breast cancer awareness.

YB Jenny Choy Tsi Jen commended the efforts of the organising team, stating, “As we are concerned, health is a critical part of our lives. Breast cancer is one of the most prevalent cancers in the nation, and many individuals have faced various obstacles in combating this cancer. Therefore, we as a community, must fight against this disease, and continuous efforts must be taken by various individuals. In fact, I am truly impressed by the students’ dedication and passion portrayed to serve the community.”

Rachel Lim Zhi Qian, the project director stated in her speech, “We gather here today to get on the melodious journey to promote breast cancer. Let us remember that each one of us has the power to make a difference, hand in hand, as we strive for a world where this disease no longer casts a shadow over the lives of our loved ones. We can and will make a lasting impact in the fight against breast cancer, ‘Get Screened Today!’.”

Encik Ahmad Nu’man bin Abdul Rahman emphasised MAKNA’s commitment to fighting cancer, stating, “MAKNA was founded with the vision to gather and utilise all efforts, expertise, and finance of all sectors of society to fight cancer and reduce its negative impact. Our mission is to summon resources to provide curative, preventive, research, and support services to cancer patients and their families, high-risk groups, and the public, in Malaysia and the world.”

The organising team showcased unique dance performances at the music festival, symbolising the triumph over breast cancer. Attendees also had the opportunity to explore exhibition boards offering details about breast cancer, view media coverage of the project, enjoy diverse food and beverages from food trucks, and interact with MAKNA’s Cancer Awareness Truck, where 35 individuals had the chance to learn about breast cancer through virtual reality.

The festival also featured special guests; the original singers of the popular Chinese New Year song “Chou Xing Chi”, the well-known local media content creation group, Steady Gang, and the rising star of the Malaysian singer, Emily Chua Jing Shuen, whose performances attracted many attendees, contributing to the overall success of the event.

“The Tale of Pink Ribbon” was initiated by Group 1 of the UTAR Public Relations Corporate Social Responsibility (PR CSR) Project 2024. The group received guidance from Ms Diong Fong Wei, the Project Advisor for UTAR PR CSR Project 2024. Comprising 53 Public Relations students, “The Tale of Pink Ribbon” collaborated with the National Cancer Society Malaysia (NCSM), Majlis Kanser Nasional (MAKNA), AEON Mall Kinta City, and Perak Transit Bhd. The project aimed to address the challenges faced by individuals dealing with breast cancer in Perak and advocate for early detection.