LIAM's 50 Years: New Campaigns & RM50,000 CSR Initiative

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As the Life Insurance Association of Malaysia (LIAM) celebrates its 50th anniversary, two campaigns – #LIAMGoldenMoments and #LifeisFullofSurprises – are being launched. Aimed at educating Malaysians on the importance of life insurance and financial planning, these campaigns run from June to November 2024. Participants will have the chance to win over RM45,000 in cash prizes while playing a part in raising RM50,000 for selected Malaysian non-governmental organisations (NGOs), marking a milestone in LIAM’s five decades of dedication to the industry.

The #LIAMGoldenMoments campaign invites Malaysians to share their most cherished memories through personal video submissions. For each submission (up to 5,000), LIAM will donate RM10 to five selected NGOs and social enterprises, including the Association of Learning Disabilities District of Petaling, Selangor (GOLD), Suri Lifestyle, Persatuan Wanita & Ibu Tunggal (WITUS), Reef Check Malaysia and The Asli Co./Ajar Society, with a minimum donation goal of RM50,000. In addition to contributing to these worthy causes, participants also have the chance to win significant cash prizes in categories such as Weekly Lucky Draw, Most Creative Video and Most Impactful Video, celebrating life’s milestones while fostering community engagement.

Celebrating LIAM’s five decades of safeguarding Malaysian lives, with the continued support and contributions of its member companies, ensuring a secure future for generations to come.

“LIAM’s 50th anniversary is a significant milestone to celebrate the profound impact we’ve had on improving the lives of Malaysians.” – LIAM’s Chief Executive Officer, Mark O’Dell

The #LifeisFullofSurprises campaign raises awareness about the benefits of life insurance in safeguarding individuals and families against unexpected events, while also promoting financial literacy. Running concurrently with #LIAMGoldenMoments, this campaign offers RM50 each to 100 weekly winners, highlighting the importance of life insurance for achieving financial security and planning for the future.

For every #LIAMGoldenMoments video submission, LIAM donates RM10 to support selected NGOs and social enterprises contributing to meaningful causes in their communities. Together, we make a difference!

Established in 1974, LIAM has spent five decades leading Malaysia’s life insurance industry. As a trade association registered under the Societies Act 1966, LIAM represents 16 members, including 14 life insurance companies and 2 life reinsurance companies. The association plays a crucial role in promoting financial protection and enhancing public understanding through educational initiatives, collaborating with the government to strengthen social protection efforts. LIAM’s commitment to advancing the industry’s image and professionalism has significantly contributed to Malaysia’s economic development, with the life insurance sector being vital in supporting families and communities.

“With the #LIAMGoldenMoments and #LifeisFullofSurprises campaigns, we aim to raise awareness about the value of life insurance and give back to the community that has supported us for five decades. Through participation, Malaysians can support a worthy cause while taking steps to secure their financial future.” – LIAM’s Chief Executive Officer, Mark O’Dell

For details on participating in the #LIAMGoldenMoments and #LifeisFullofSurprises campaigns, including entry guidelines and prize categories, visit LIAM’s 50th-anniversary microsite at https://50th.liam.org.my/liam-golden-moments. Celebrate 50 years of dedication to financial protection and community support with LIAM.