@Green July/August 2025 | Page 29

PEOPLE
Advancing social equity
July-August. 2025 | @ green

PEOPLE

29

IN a heartening display of social responsibility and inclusion, the students of Sek Keb( SK) Lemoi- a remote Orang Asli school nestled in Cameron Highlands- were the proud recipients of official memorabilia from the historic Manchester United vs ASEAN All-Stars football match, held recently at Bukit Jalil National Stadium.

ShekhinahPR, a public relations agency with a history in sports development, led this community upliftment initiative.
The gesture, which also included 15 pairs of new football boots, highlights a broader ESG commitment to promoting social equity, empowering rural youth, and developing grassroots sports.
ALIGNING SPORTS WITH ESG GOALS
Instead of a one-time donation, the initiative was designed as a longterm effort to bridge socio-economic divides and foster meaningful engagement with underserved communities through sport.
By focusing on indigenous youth in remote areas, ShekhinahPR strengthens the social pillar of ESG by emphasising inclusion, identity, and opportunity.
“ This isn’ t just about football boots or memorabilia. It’ s about giving these children a sense of

Shekhinah PR ignites Lemoi dreams

� The initiative demonstrates how targeted outreach, in this case to an Orang Asli school, can foster social inclusion and youth development.
belonging, pride, and potential. It’ s our way of saying- you matter,” said ShekhinahPR CEO Dato ' Christopher Raj.
� By making consistent contributions( not just a single event), ShekhinahPR exemplifies good governance and ethical responsibility.
� Football is used here to promote confidence, discipline, and a sense of belonging while bridging urbanrural and social divides.
The symbolic handover occurred during a dinner event in Kuala Lumpur, attended by“ The Botaks”- SK Lemoi’ s school football team
- serving as a symbol of hope for Orang Asli youth.
ETHICAL GOVERNANCE
ShekhinahPR’ s ongoing engagement with SK Lemoi, including previous donations in March, exemplifies an ethical governance approach that prioritises long-term impact over superficial gestures.
By maintaining transparency in their outreach and aligning with community stakeholders, the agency exemplifies corporate stewardship rooted in accountability and investment in human capital.
This matters in the ESG landscape because: Equitable access to sport is a tool for empowerment. Cultural inclusion of indigenous youth in national narratives. Public-private collaboration in advancing social mobility. Inspiration as infrastructure: building belief systems alongside physical assets.
ESG IN ACTION
This initiative shows how sportsbased CSR can evolve into ESG-aligned activity, where focus shifts from publicity to purpose, and children like those at SK Lemoi are seen not just as passive recipients but as active participants in a more inclusive future.

Advancing social equity

OVER the past six years, the Shekhinah Shares Feeding Programme, under the banner of Persatuan Kasih Shekhinah, has become a cornerstone of the organisation ' s corporate social responsibility, demonstrating how businesses can make meaningful contributions to social equity, inclusivity, and dignity in vulnerable communities.
FOOD SECURITY
What began as a modest initiative to sponsor meals has evolved into a sustained commitment to uplift underserved communities. With a focus on food security and compassionate outreach, the Shekhinah Shares Feeding Programme has reached three core groups:
1. Samaritan Hope Home In partnership with Sister Fatimah’ s Samaritan Hope Home, ShekhinahPR regularly sponsored and helped serve freshly prepared meals to the underprivileged. These engagements went beyond logistics— they fostered inclusion, dignity, and emotional support, proving that
meaningful impact is built through empathy and presence.
2. Carl’ s Kitchen By funding and volunteering at Carl’ s Kitchen, a grassroots initiative that feeds families in crisis, ShekhinahPR reinforced its belief that dignity is a human right. The programme not only addressed immediate hunger but also created a safe and respectful environment for community members to feel seen and supported.
3. Street Feeding in Kuala
Lumpur Our independent street outreach brought Shekhinah volunteers directly to the homeless, serving meals with compassion in some of the city’ s most marginalised spaces. This work reminded us that effective social responsibility must meet people where they are— literally and figuratively.
COMMUNITY ENGAGEMENT
The success of Shekhinah Shares rests not only on the communities it serves, but also on the governance values it
upholds internally.
Key governance highlights include: Volunteer Integrity- All participation was voluntary and guided by clear codes of conduct rooted in empathy, respect, and confidentiality. Responsible Resource Use- Every donation and allocation was accounted for transparently, ensuring that resources directly benefited those in need. Organisational Alignment- The programme was championed at every level of ShekhinahPR, reflecting a values-based leadership approach where social impact is integrated into core decision-making.
This framework ensured the initiative
remained mission-driven and stakeholder-aligned.
IMPACT-DRIVEN CITIZENSHIP
Shekhinah Shares was never about charity- it was about shared humanity. As a communications firm, the company recognised its unique platform and mobilised it to amplify compassion, promote inclusion, and uphold basic human dignity.
Whether serving food, building partnerships, or delivering aid on the streets, the team embodied what they believed a responsible business should look like: grounded in service, guided by values, and accountable to society.- @ green