LIAM marks 50th year with new campaigns and RM50,000 fundraiser

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.

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.

LIAM’s decades of leadership

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.

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

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.