It all started when Jasmine Lee, Chief Marketing Officer of U Mobile Sdn Bhd, was nominated to take part in the ALS Ice Bucket Challenge. To take the good cause with a slight difference by giving it a special U Mobile twist minus the water wastage, Jasmine took it upon herself to challenge the whole U Mobile C-management team which includes Wong Heang Tuck, Chief Executive Officer, TJ Too, Chief Technology Officer, Tan Hoon San, Chief Financial Officer, Ng Siew Kim, Chief Corporate Services Officer and Alex Tan, Chief Sales Officer.
The ALS Ice Bucket Challenge, which has gone viral on social media in recent weeks, has turned into a popular culture phenomenon.
U Mobile took the ALS Ice Bucket challenge differently in its support of increasing awareness on the ALS disease. Aside from the U Mobile staff pouring ice-cold water on its senior management team whilst all being decked out in their signature U Mobile orange color, U Mobile decided to address the water wastage criticism associated with the Ice Bucket campaign by utilizing water to wash their cars together instead. By the end of the challenge, U Mobile CEO, Wong Heang Tuck also challenged the CEOs of DiGi, Maxis, Celcom Axiata and Berjaya SOMPO to take the ALS Ice Bucket Challenge. The CEO of Berjaya SOMPO took on the challenge on the very same day itself.
The challenge typically involves dumping a bucket of ice water over a person’s head with the aim to promote awareness of the amyotrophic lateral sclerosis (ALS) disease and encourage donations to research. U Mobile said it has also combined monetary donations from its staff to contribute towards the cause which can be done by donating to www.alsa.org.
“At U Mobile, we believe that it is important to help increase awareness over important issues as part of our corporate responsibility and in order to show our support for crucial causes. However, we also believe that we are able to do so in a fun, different and inspiring manner, and this is what we hope to achieve together with the U Mobile staff through our ALS Ice Bucket Challenge,” said Wong Heang Tuck, Chief Executive Officer of U Mobile.