KUALA LUMPUR, 23 January 2025 – Stepping into 2025, Tune Protect Group Berhad (“Tune Protect” or “Group”) reflects on 2024, a year marked by a series of impactful Corporate Good (CG) initiatives. Each initiative highlighted the Group’s ongoing dedication to community empowerment, sustainability, and positive change. Throughout the year, Tune Protect has engaged communities across various sectors, focusing on social good, education, environmental conservation, and digital literacy.
From 2022 to 2024, Tune Protect made significant strides in its CG initiatives, surpassing its initial commitment of 6,000 volunteer hours by achieving a total of 7,299 hours. In 2024, these efforts encompassed a wide range of initiatives, including a partnership with Sekolah Kebangsaan (“SK”) Kampung (“Kg”) Baru Si Rusa to enhance sports and digital literacy, organising the Battle of the Reds football clinic for children, distributing Iftar meals to uniformed personnel and bringing festive cheer to hospital patients in collaboration with media partners, and participating in tree planting activities. These initiatives demonstrate Tune Protect’s dedication to making an impact on social welfare and environmental sustainability.
“In 2024, we shifted our focus from merely achieving numbers to delivering purposeful actions that create lasting benefits for the communities we serve,” said Koot Chiew Ling (“Koot”), Tune Protect Chief Strategy Officer and Chairperson of the Sustainability Committee. “Surpassing our CG commitment of 6,000 volunteer hours with a total of 7,299 hours from 2022 to 2024 demonstrates the dedication and compassion of our employees. This achievement highlights our steadfast commitment to integrating ESG principles into our operations and advancing impactful initiatives across environmental sustainability and social well-being.”
Among the key initiatives in 2024 was a partnership with SK Kg Baru Si Rusa in Port Dickson, Negeri Sembilan focusing on enhancing sports and digital literacy for students. The initiative included upgrading the school’s sports facilities and refurbishing the school’s digital resource centre. In addition to the infrastructure enhancements, Tune Protect conducted a series of cybersecurity talks, engaging over 350 students from Years 4 to 6, teaching them essential skills for navigating the online world safely. The collaboration culminated in the Kids Athletic Carnival that united seven schools in the Port Dickson district, celebrating student achievements and fostering a spirit of growth, sportsmanship, and community.
The refurbished digital library at SK Kg Baru Si Rusa
Students participating in a cybersecurity talk series organised by Tune Protect at SK Kg Baru Si Rusa
Tune Protect volunteers alongside teachers and students of SK Kg Baru Si Rusa during the Kids Athletic Carnival
In conjunction with The Battle of the Reds, a highly anticipated football match featuring retired legendary players from two of the most iconic football clubs, Manchester United and Liverpool, Tune Protect organised a football clinic at the Bukit Jalil National Stadium. This initiative welcomed 40 children from Sekolah Kebangsaan (“SK”) Cochrane. Following the football clinic, the children enjoyed an exhilarating match between the Manchester United and Liverpool legends, making the day an unforgettable experience for all.
Tune Protect volunteers and students from SK Cochrane at the Bukit Jalil National Stadium
Through the Roll Out Iftar initiative, a distribution of Iftar via the Misi Rakyat Food Riders programme, 2,000 food packages, including murtabak and homemade ubi boko kuih, were distributed. Through a collaboration with a media partner, Tune Protect supported uniformed personnel and food delivery riders in Shah Alam. The initiative not only supported essential workers such as police officers, firefighters, air force personnel, and hospital staff during Ramadan but also provided food delivery riders with opportunities to earn additional income.
Misi Rakyat food riders heading out for the food distribution
Tune Protect continued its community outreach efforts in partnership with another media partner for the Titipan Kasih Syawal event at Hospital Tunku Ampuan Besar Tuanku Aishah Rohani in Cheras, Kuala Lumpur. Over 60 Tune Protect volunteers and 20 volunteers from the media house came together to organise a festive celebration for the children and families. The event included engaging games and activities and distributing branded merchandise, ensuring each child felt special. Volunteers also added a festive touch by decorating the hospital, while visiting patients in various wards to offer encouragement and spread joy, sharing the spirit of Hari Raya Aidilfitri.
A Tune Protect volunteer handing a gift to a child at Hospital Tunku Ampuan Besar Tuanku Aishah Rohani
In line with its sustainability goals, Tune Protect reinforced its commitment to environmental conservation by participating in a large-scale tree-planting initiative organised by The Global Environmental Centre on World Sustainability Day at the Kuala Langat North Forest Reserve in Selangor. Joined by 104 volunteers from various organisations, Tune Protect contributed to the planting of 600 Tenggek Burung trees, a vital species for conserving Selangor’s peatland ecosystem. This effort was aimed at bolstering biodiversity and combating climate change.
Tune Protect volunteers at the Kuala Langat North Forest Reserve participating in a large-scale tree planting initiative
Koot added, “Our CG initiatives in 2024 were centred on uplifting communities, nurturing future generations, and promoting environmental preservation. These initiatives reflect Tune Protect’s dedication to creating a significant and enduring impact. Looking ahead to 2025, our sustainability vision, ‘In Tune for a Better Tomorrow,’ continues to inspire our journey toward a more resilient and sustainable future. To build on this momentum, we have pledged 6,000 volunteer hours for the next three years (2025–2027). We will focus on environmental conservation, advancing sustainability efforts, and reaffirming our commitment to leaving a positive, lasting legacy for the planet and its future generations.”
Learn more about Tune Protect’s initiatives at https://www.tuneprotect.com/my/people-community/
1 For more information on the Global Environmental Centre, please visit https://gec.org.my/.
