One of Amway’s CSR initiatives for the past 28 years is helping Rumah Tunas Harapan, a foster home in Selangor that cares for underprivileged children. They commissioned us to create an event to launch Harapan Programme, which is a new 3-year programme from Amway to benefit the foster home.
Our concept for the event is “Delivering Hope”. From that, we created collaterals based on cartoon postman, a fun Amway chap that delivers hope to the Rumah Tunas Harapan foster home.
Here’s an excerpt of an NST press release:
Amway brings hope to foster children
AMWAY Malaysia recently launched Program Harapan, a three-year corporate social responsibility programme to benefit more than 100 children under the care of Rumah Tunas Harapan.
Women, Family and Community Development Minister Datuk Seri Rohani Abdul Karim launched the programme and witnessed the signing of a Memorandum of Understanding (MoU) between Amway Malaysia Sdn Bhd (Amway) and the Social Welfare Department (JKM).
Under the MoU, the two parties will work together on programmes for the benefit of the children and four Rumah Tunas Harapan foster homes.
Of these programmes, perhaps the most significant is Project HeadStart to lend assistance to those leaving the foster homes upon attaining the age of 18.
To give them a leg-up, Project HeadStart offers these young adults a six-month apprenticeship at Amway Malaysia headquarters. The project starts next year.
Amway’s relationship with Rumah Tunas Harapan began 28 years ago. The company funded the RM555,000 project to build six foster home units in Kuala Selangor. In the years since, Amway distributors and employees have continued to make “cheer visits” and lend aid to the home and the inmates whenever necessary.
“I’m proud to see so many of our distributors and employees caring for the children and it is heartening to see each child develop and progress,” said Amway executive director Paul Yee.
“But we want to do more for these children, which is why Program Harapan is getting more involved than it ever has before.”
The over 400 guests cheered as a postman on a bicycle delivered an envelope with the word “Hope” on it to Rohani.
The minister then declared the programme officially launched with the screening of the Harapan music video, featuring the singers Nor Ashikin, 15, and Nor Hisyam, 13, from Rumah Tunas Harapan.
Harapan is the original theme song for Program Harapan. It was commissioned by Amway and composed by up-and-comer rock musician Daniel Yoong, who is currently studying music on a full scholarship at Berklee College of Music.
Rohani also launched the song and music video at the event.
To view the video, go to youtu.be/p7M-AE_b5Ok.