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Tuesday April 3, 2012

Event to promote awareness on

Bernas Bowls for Humanity
campaign
By STUART MICHAEL
metro@thestar.com.my
Photos by AHMAD IZZRAFIQ ALIAS

IT WAS a wet day but it did not deter 180 participants taking part in the
Bowls for Humanity Run at the padi field in Tanjong Karang last
Sunday.
Participants aged betwen seven and 64, were treated to an assortment
of local delicacies whilst taking in the breathtaking views of the
Tanjong Karang padi fields.
After the run, the participants were presented with a 10kg pack of rice.
The event, which is part of Padiberas Nasional Berhads (Bernas)
corporate social responsibility programme, saw participants running in
four age group categories Adults (18-44 years old), Children
(seven-12 years old), Teens (13-17 years old) and Senior Citizens (45
years old and above) for men and women.

Seeing green: Participants running on a gravel road in scenic Tanjong Karang.

Launched in July 2011 by the Deputy Prime Minister, the campaign

was created with the objective to feed orphans across the country.
On Sunday, Agriculture and Agro-based Industry Minister Datuk Seri
Noh Omar launched the run, said that he was glad to be part of the
event.
This shows Bernas commitment to the padi farmers and wanting to
help improve and develop their farmers lifestyle.
Besides this, Bernas have also pledged to give air-conditioners to
foursuraus in Tanjong Karang and initiatives to increase harvest
among the farmers, he said.

Treat: Packets of 10kg rice being distributed to

participants after the run.

Bernas chairman Datuk Syed Abdul

Jabbar Syed Hassan said he was happy
with the results of the Bowls for
Humanity Run.
The run promoted camaraderie and
awareness s within the commuities in
Tanjong Karang and those in the
outskirts.
Our aim is to help inspire Malaysians to help the less fortunate. Since
the launch, Bernas has donated 600,000kg of rice worth RM1.5mil to
orphanages nationwide.
Through this campaign, Bernas continues to donate 25g for every
pack of Bernas rice purchased to orphanages throughout Malaysia,
said Abdul Jabbar.

Here we go!: Boys in the seven to 12 age group at the starting line.

At the event, Bernas presented a mock cheque of RM184,231.15 to 10

orphanages in Selangor out of the 26 charity home recipients
nationwide.

Members of the public can participate in the ongoing Bowls for

Humanity campaign by purchasing Bernas rice at designated retail
outlets across the nation.
Bernas donates 25g for every 10kg pack purchased to orphanages
around Malaysia.
The campaign is participated by several Bernas subsidiaries such as
Jasmine Food Corporation Sdn Bhd, Serba Wangi Sdn Bhd and Era
Bayam Kota Sdn Bhd from peninsular Malaysia; and Sabarice Sdn
Bhd, Sazarice Sdn Bhd and Liansin Trading Sdn Bhd from Sabah and
Sarawak.

Other activities such as Nasi Goreng cooking competitions for the local
residents was held at the event.
Popular cartoon characters Upin and Ipin were there to greet the
children and there were also a face-painting session and clowns to
entertain the children.

No issue of rice shortage during

festive period, says Bernas.
KUALA LUMPUR: Padiberas Nasional Bhd
(BERNAS) today said there was no issue of a
rice shortage during this festive period.
Managing Director of BERNAS, Datuk Bakry Hamzah, said the usual
demand for rice amounted to three to four thousand metric tonnes, and that
supply will be doubled during the festive period with the price remaining the
same.
"We have about 10,000 metric tonnes of rice in Peninsular Malaysia, 1,500
metric tonnes in Sabah and 1,800 metric tonnes in Sarawak," he said.
However, glutinous rice is still imported from Thailand and Vietnam
according to the prevailing demand, he said.

Talking to reporters during the giving out of "bubur lambuk" (rice porridge)at
the Masjid Jamek Kampung Baru here, today, Bakry said the country's rice
production was still at the same level with 70 per cent being domestic
production and 30 per cent imported.
"For now, Malaysia has around 500,000 metric tonnes of rice (stock) and
this is sufficient to meet demand for six months," he said.
BERNAS today launched for the fourth consecutive year, its Corporate
Social Responsibility Campaign, entitled, "Secupak Budi, Sepenuh Hati"
where it gave away 7,500 packets of the special rice porridge to the people
around Kampung Baru and surrounding area. It also made cash donations
to three orphanages. BERNAMA

http://www.mad.com.my

'Ka Fan' This CNY with Bernas

Friday, 08 February 2013 16:43

(Adoimagazine.com) - Riding on the emotional route and tying in with its

core product, Padiberas Nasional Berhad's (BERNAS) 2013 Chinese New Year
commercial moves beyond its 2012 'Eat Rice' theme to 'Add Rice' or Ka Fan.
The TVC chronicles the bond between a single, hardworking mother and her
son, especially over a meal and how the son drifted apart as he grew older.
No longer living with his mother and ignoring her due to his hectic life, the
son realises that his mother had always asked if he wanted to add rice so
that she could spend longer time with him. Eventually the son returns home
for Chinese New Year and the bond and love is rekindled.

The creative agency which worked on the commercial is Integrated Strategic

Communications (ISC) and its team includes Executive Creative Director Paul
Lingan, Creative Director Kit Hor, Art Director Sam Siong Wee and copywriter
Heng Aik Kuan. Reservoir Productions produced the commercial.
ISC presented two top ideas from the four its team came up with and Bernas
finally picked Ka Fan.
Lingan said "The idea was to showcase timeless values. Hence the focus is on
a heart warming story on the bond between a mother and son and the value
of their time spent together."
Central to this story is of course rice, Bernas' core product. However, it is
also well used as not just something that is integral to celebrating Chinese
New Year, but also as symbolic of the love between mother and son.
Speaking on this symbology, Lingan said, "Rice is considered a staple among
Chinese, Malaysians and in fact most Asians. It is used as a part of everyday
life, in festive occasions and all causes for celebrations. What emerges
strongly here is that rice goes beyond sustenance; it stands for the bond and
the yearning to spend more time with your loved ones."
Lingan added, "The commercial is a reminder of what truly matters, while
you can have a big feast and big celebrations, what is really important are
being with ones family."
The TVC has a strong flashback element and according to Lingan, it was
important to get the atmosphere right. The locale is definitely not that of a
big city, which only comes in once the son grows up and starts working.
Moreover, the ambience is not that of affluence. The objective was to
showcase them as hardworking honest people. Lingan added that the
universality of the message rings loud in the commercial which is the real
value of life lies with being with those who really matter.
The TVC was first aired on February 4 on ntv7, 8TV and selected Astro
channels.

http://www.mad.com.my

Bernas launches CSR

campaign to feed orphans
nationwide
Wednesday, 17 August 2011 01:19

Malaysias Deputy Prime Minister today launched a corporate social

responsibility (CSR) campaign called Bowls for Humanity through which
Padiberas Nasional Berhad (BERNAS) will feed the orphans across the nation.
BERNAS biggest and flagship CSR campaign was rolled out by Yang Amat
Berhormat Tan Sri Dato Hj. Muhyiddin bin Hj Mohd Yassin at a special event
attended by about 200 orphans and representatives of orphanages as well as
special invited guests at the event held at Bukit Kiara Equestrian & Country
Resort.
Bowls for Humanity is an overarching BERNAS CSR initiative that will reach
out to every level in society and local communities. It is a more integrated
campaign which further extends the CSR efforts that the national rice
provider has undertaken since its establishment in 1996 and is in line with its
social obligation and commitment to Nourish the Nation.
Under the campaign which kicks off today, BERNAS will donate 25 grams of
rice for every 10kg pack of BERNAS rice purchased by Malaysians at any
retail outlet across the nation. The rice will go towards feeding orphans at
the participating orphanages.
For this purpose, BERNAS is targeting 150 orphanages from various races
and religion around the country to become the beneficiaries of the campaign.

The selection process will be carried out continuously from time to time until
the target number of orphanages is met.
Besides BERNAS brand, the Campaign will also be participated by several of
BERNAS subsidiaries namely Jasmine Food Corporation, Serba Wangi Sdn.
Bhd. and Era Bayam Kota Sdn. Bhd. in the Peninsular Malaysia whilst in
Sabah and Sarawak by Sabarice Sdn. Bhd., Sazarice Sdn. Bhd. and Liansin
Trading Sdn. Bhd., respectively.
BERNAS Chairman, Dato Wira Syed Abdul Jabbar Syed Hassan said, As a
company that is jointly responsible in managing the nations staple food
business, as well as encouraging the development of paddy and rice industry,
BERNAS has always emphasize on sharing its wealth by giving back to the
people through various CSR programs and activities.
He added that as such, it is timely for BERNAS to embark on a more
structured and systematic CSR program which will also act as a channel for
BERNAS to be closer to the people.
With Bowls for Humanity, every Malaysian can now become a true
community giver with the rice they buy and can join BERNAS in taking care
of the needs of an often forgotten and needy segment of society the
orphans.
The new BERNAS campaign will be sustained by a series of interesting events
in urban and rural areas during the forthcoming Puasa and Hari Raya period
and onwards, including monthly donations of rice to feed orphans in various
states across Peninsular Malaysia, Sabah and Sarawak.
Events planned to sustain the BERNAS campaign include Bubur Lambuk
Ramadan Utusan Malaysia - BERNAS, an activity which will see BERNAS
donating Bubur Lambuk to mosques in strategic towns in Kuala Lumpur and
Alor Star. The Bowls for Humanity Charity Run, which will target charitable
Malaysians with a passion for sports, will also be organized in conjunction
with the wider campaign. The run will aim to ignite a spirit of giving amongst
the public, foster camaraderie, team spirit and unite Malaysians in a common
cause.

BERNAS will also conduct a comprehensive media blitz via print

advertisements and television commercials to raise public awareness and
evoke wide participation in feeding the nations orphans.
To make this campaign highly visible to Malaysians, all BERNAS and
participating brands of rice sold at outlets will be marked with special Bowls
for Humanity stickers. The stickers will remind buyers of rice packs that
their purchase is more than just an ordinary purchase. It will tell them that
each of their purchases of 2 kg, 5 kg or 10 kg packs of rice will result in a
rice donation to the orphanages on their behalf.
In conjunction with the campaign, a Bowls for Humanity microsite,
www.bowls4humanity.com will also be developed for members of the public
to view and gain all the information they need on the campaign, including
the list of participating orphanages effective from today.
Malaysians have always been buying rice all the time and now through this
campaign, just by doing what they normally do, they will be making a
humble gesture towards making life much better for the orphans of Malaysia.
For every 10kg you buy, 25 grams will go towards feeding orphans in
Malaysia.

New Sarawak Tribune

BERNAS contributes rice to six

Penan longhouse
residents
NG K ANG CH EW

07 Apr 2012

TINJAR: Padib eras Nasional Berhad (BERNAS) continues to extend its

corporate social responsibility (CSR) programmes to the rural areas of
Sarawak. Recently, it held its CSR programme by contributing rice to six
Penan longhouse residents inTinjar Tengah near here. The presentation
ceremony was held at Beris Longhouse, two hours' travel from Jalan
MiriBintulu.The outreach programme, jointly organized by BERNAS and
Faculty of Economics and Commerce, Universiti Malaysia Sarawak (UNIMAS),
was supported by Radio Televisyen Malaysia (RTM), Sarawak. "The rice
contribution is BERNAS's sincere contribution for the needy in Sarawak. "In
this programme, we also presented school bags to the students of SMK Tinjar,
especially those who excelled in their studies," said Beras Corporation Sdn
Bhd Sarawak's Corporate Communication Executive, Sahrein Maloh. The
programme was a continuous CSR effort by BERNAS since its establishment
in 1996 and was in line with its social responsibility and commitment to help
create "prosperity to all," added Sahrein. BERNAS is an organization in the
business of staple food andnational rice industry development. It prioritises
the sharing of prosperity with contributions back to society through its
various programmes and CSR activities.

SAHREIN (centre) handing over the rice to six Penan longhouse chiefs in
Tinjar Tengah, Baram recently.