12/02/2026

THURSDAY | FEB 12, 2026

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Project to boost NGO media outreach

decades in the communications industry, she observed that many professionals were willing to contribute their expertise to help such organisations gain visibility and credibility, which led to the formation of the collective. Selected organisations receive pro bono support covering media relations, publicity, social campaign strategy and partnership outreach. Since its inception, Project Good has supported initiatives that include autism awareness campaigns, flood relief efforts in Kelantan and festive aid programmes for underprivileged families. Among its current collaborations is OrphanCare, a non-profit organisation focused on child protection and family strengthening. The partnership includes strategic

and expertise. Projects are curated to match skill sets with the needs of organisations. To guide its selection process, the initiative applies the Project Good Impact Barometer, a framework that assesses applications based on purpose, community relevance, readiness for amplification and potential for measurable impact. The evaluation combines qualitative assessments with guiding criteria, allowing applications to be reviewed holistically rather than through rigid metrics. “Project Good was created to support organisations that are doing meaningful work, that do not always have the resources, access or clarity to tell their stories or know where to turn for help,” said Lim at the launch. She said during more than two

personal care retail chain Guardian. Chor said what inspired him about the cloth tiger was that no two pieces were ever made the same. “Each one carries different motifs and well wishes, shaped by a parent’s hopes for their child for protection, peace, health and fortune. That idea of personalised care stayed with me.” He said Guardians of Legacy grew from the belief that love and protection are expressed through thoughtful gestures “crafted uniquely for the one they are meant to watch over.” “I believe there is a hidden guardian in everyone. That is why (for the art installation) I wanted to expand the cloth tiger concept to every zodiac sign.” He said the zodiac sculptures were created with a cloth-like appearance in honour of the cloth tiger, despite being 3D printed and hand-painted to withstand Malaysia’s tropical climate. The Guardians of Legacy art installation is open to the public from Jan 30 to March 8 daily from 9am to midnight. – Bernama planning, media engagement and narrative development to elevate public discourse on child welfare, adoption and family preservation. The collaboration has boosted the organisation’s ability to articulate its mission and broaden public engagement, said OrphanCare advocacy, communications and fundraising manager Riza Alwi. “Working with Project Good has helped us articulate our mission more clearly and bring greater visibility to the issues affecting vulnerable children and families.” Project Good is seeking additional contributors, including industry professionals, influencers, brands and corporate partners, to expand its network and projects. Those interested can find out more at www.myprojectgood.com.

o Initiative driven by volunteer PR and media professionals, writers, creatives and partners who assist organisations lacking resources

Ű BY IKHWAN ZULKAFLEE newsdesk@thesundaily.com

Kwai Chai Hong co-founder Zeen Chang said the installation gets its inspiration from the cloth tiger, which was traditionally handmade by parents or grandparents and gifted to children as a symbol of protection. “The cloth tiger originates from northern China, notably in Shanxi Province,” she said, adding that the Chinese character wang (king) is engraved on the forehead of each zodiac animal to reinforce the tiger’s status as the “king of all beasts” in Chinese culture. Conceptualised by Kwai Chai Hong co-founder Javier Chor, the installation is a tribute to “quiet gestures of love and care” because, as Chang pointed out, in many Chinese families, parents show their love to their children through actions, not words. “As we grow older, we begin to understand this quiet form of love, instilling in us a strong sense of duty and sacrifice to honour our parents or elders, a value known as filial piety,” said Chang. Elaborating on the cloth tiger, she said in ancient times, it was regarded creative specialists committed to impact-driven work. The collective was founded by iOli Communications CEO Yan Lim and brings together public relations and media professionals, writers, creatives and partners who contribute their expertise on a voluntary basis to organisations with limited resources or access. Project Good is structured as a shared ecosystem rather than a fixed programme, with contributors participating based on availability

KUALA LUMPUR: The once-infamous Lorong Hantu or Little Spirit Alley off Jalan Petaling here is displaying a new themed art installation in conjunction with Chinese New Year, which begins on Tuesday. Guardians of Legacy, the installation in the historic alleyway known as Kwai Chai Hong in Chinese, is mainly inspired by the “cloth tiger”, a form of folk art, and features the 12 animals of the Chinese zodiac. Stepping onto the red bridge at Kwai Chai Hong, visitors are greeted by rows of colourful lanterns adorned with cartoon-style illustrations of the Chinese zodiac animals. Further inside the lane stands the centrepiece, a 2.1m-tall sculpture of a horse, heralding the Year of the Horse. The remaining zodiac animals are placed throughout the alley, each accompanied by brief descriptions of the characteristics of every zodiac identity. Adding a whimsical touch to the art installation, the zodiac sculptures resemble oversized plush toys, with distinctive patterns on their bodies. KUALA LUMPUR: Amid growing challenges for civil society groups to secure visibility and public support, communications firm iOli Communications has launched a pro bono collective to help NGOs strengthen their media and public outreach. Project Good formalises two years of informal collaboration among communications, media and

Chinese New Year alley gallery inspired by folk art

Chang said the art installation gets its inspiration from the cloth tiger, which was traditionally handmade by parents or grandparents and gifted to children as a symbol of protection. – ADAM AMIR HAMZAH/THESUN

animals, each symbolising a different virtue. Essentially, every baby received its own personalised army, colourful and fiercely symbolic,” she said, adding that the installation is a collaboration with health, beauty and

as an “embroidered superhero”, charged with guarding children from evil spirits while bestowing health, strength and prosperity on them. “The cloth tiger was placed right in the cradle, surrounded by stitched