WE Baharu 2.0 campaign, marked by alaunch event at Media Prima, Balai Berita Bangsar, featuring our Brand Ambassador – Alif Satar. The initiative reflects our focus and ongoing commitment to embed sustainability into Raya traditions while uplifting communities in need
Running from 13 February to 31 March, the 2026 edition expands beyond Klang Valley to reach Penang and Johor, with the aim of benefiting 300 recipients. Malaysians are encouraged to donate clean and wearable baju melayu, baju kurung and samping, which will be refreshed and distributed to residents of elderly care centres, children’s homes and single mothers, helping them celebrate Aidilfitri with dignity and joy.
Last year, the campaign successfully collected over 2,000kg of garments, which were refurbished and distributed to 100 children.
In collaboration with AEON BiG, KLOTH Cares and FedEx, the campaign features 18 drop-off bins located at selected AEON BiG outlets, Sun Life Malaysia offices and FedEx locations, making it easy for Malaysians to take part in this meaningful Raya initiative.
Hear from the beneficiaries and their heartfelt thanks:
Through this initiative, we aim to make Raya more meaningful by bringing communities together through the spirit of giving. Find out more about the campaign here.