Sharing with the community

GELM ChildrenCare long term community project

Helping children has always been at the centre of Great Eastern Life Assurance (Malaysia) Berhad's (GELM) work to make life great for the less privileged and the community at large.

Launched in 1995, ChildrenCare is GELM's long term community project benefitting over 10,000 Malaysian children in registered children homes under Jabatan Kebajikan Masyarakat (JKM). ChildrenCare inspires underprivileged children to discover their potential in the areas of Education, Health and Wellness and Personal Development.

In 2014, ChildrenCare launched Program Aspirasi Gemilang ‘A’, an initiative under the Education pillar. The programme helps underprivileged children perform better in their public examinations through educational aids and via a series of workshops run throughout the year. In 2015, ChildrenCare launched new programmes under the pillars of Health and Wellness and Personal Development.

In addition to channelling donations to various charities and homes, many interesting activities are organised to bring cheer to underprivileged children throughout the year - these include ChildrenCare Annual Youth Camps, Legal Awareness Camps, Children's Art Therapy sessions and even equipping a playroom for abused children, located in the first video recording witness suite under the care of the Polis Diraja Malaysia.

GELM is also proud to support education and human capital development by offering deserving students the ability to pursue their tertiary education locally and overseas. In 2018, 10 of these Great Eastern Supremacy Scholarship Awards were presented, bringing the total scholarship amount awarded to more than RM12 million, benefiting 180 recipients since its inception in 1998.

GELM ChildrenCare is a long-term community project launched in 1995 which benefits children charities under the umbrella of JKM across Malaysia.

In line with our brand aspiration as a LIFE company, GELM ChildrenCare focuses its efforts on three core pillars when reaching out to children in need: Education, Health and Wellness, and Personal Development.

Since GELM ChildrenCare’s launch in 1995, we have worked hand-in-hand with Government Ministries and various Non-Governmental Organisations on children welfare programmes to address and resolve the on-going struggles these children face every day.

It is a collective and nationwide effort that involves the participation and support of the Management, staff, and members of the field force. Various programmes centred around education, health and wellness, and personal development are organised on a quarterly basis by a dedicated volunteer group comprising of GELM staff, also known as “I-Pledge Volunteers”.

Among other significant programmes are forums to educate children on their legal rights, equipping a playroom for abused children in the first video recording witness suite under the care of the Polis Diraja Malaysia, sponsoring Children’s Art Therapy sessions to provide alternative avenues for juvenile children to express themselves through art, educational camps with aboriginal children, Read to the Blind project, ChildrenCare Junior Chef: Eat Healthy, Stay Happy, as well as initiatives that promote learning and recognise the effort put in by the children in pursuit for knowledge, such as Fun & Easy Learning English and Program Aspirasi Gemilang “A” Great Eastern Life.

Staff and members of the field force also embark on annual public fund-raising campaigns and community-wide events to raise funds for GELM ChildrenCare. In an effort to create a caring community and raise public awareness, we also involve members of the public in our efforts. With a donation of any amount, they too can help change the life of an underprivileged child. As a token of appreciation, GELM ChildrenCare sponsors an adorable Sunny Lion item for every RM20 donation made. The Sunny Lion is the official mascot of GELM ChildrenCare.


As at 31 December 2021, we have donated more than RM3.12 million to thousands of underprivileged children from JKM children homes through ChildrenCare activities. These donations were channelled to purchase books, learning aids, specialised equipment, school bags and uniforms, health and nutrient supplements, as well as equip the children with personal development programmes.

At GELM, we are committed to play our part in ensuring a better tomorrow for children in need. We welcome all who would like to lend a hand in our effort to make real differences in the lives of underprivileged Malaysian children. To learn more on how you can support, drop us a line at BrandAndCommunications@greateasternlife.com.

A board of appointed trustees oversee the management and administration of GELM ChildrenCare.