Landmark Group Partners with Cancer Research Malaysia to Champion Breast Cancer Awareness

Pink October initiative highlights the power of corporate collaboration in raising awareness and encouraging early detection.

Corporate partnerships play an important role in bringing health awareness initiatives closer to communities. Through its Pink October breast cancer awareness initiative on 21 October 2026, Landmark Group demonstrated how organisations can use their workplace platforms to encourage meaningful conversations about health, promote early detection and support the fight against cancer.

The initiative brought Landmark Group together with Cancer Research Malaysia (CRMY), a non-profit organisation dedicated to discovering ways to prevent, diagnose and treat cancers affecting Malaysians and Asians. The collaboration aimed to raise awareness of breast cancer among employees while encouraging them to take a more proactive approach to their health.

A Meaningful Partnership with CRMY

Nicole from Cancer Research Malaysia gives a cancer awareness talk to Landmark Group employees, with CRMY banners and an agenda slide on screen

Nicole from Cancer Research Malaysia (CRMY) presents key information on cancer awareness and importance of healthy eating habits and lifestyle during Landmark Group’s Pink October initiative.

Landmark Group’s connection with CRMY began through a colleague who introduced the organisation to the team. Further exploration of CRMY’s work through its website and social media platforms strengthened the group’s confidence in the organisation and its mission.

The opportunity to collaborate was a natural fit, given the importance of breast cancer awareness and the potential for workplace initiatives to encourage greater understanding of the disease.

The collaboration also reflects the value of partnerships between organisations and non-profit institutions in supporting causes that matter to the community. By working with CRMY, Landmark Group was able to bring cancer awareness into the workplace and provide employees with an opportunity to learn more about early detection and the importance of supporting those affected by cancer.

Turning Awareness into Action

The Pink October awareness talk was organised to highlight the importance of early detection and encourage employees to prioritise their health through regular check-ups and self-examinations.

Nicole holds up a lemon to demonstrate breast cancer warning signs using a Know Your Lemons kit as Landmark Group employees look on

Following the presentation, Nicole demonstrates the Know Your Lemons initiative, using lemons to illustrate breast cancer warning signs and encourage greater awareness of breast cancer.

Beyond sharing information, the initiative sought to create a supportive environment where employees could learn, exchange experiences and develop a better understanding of the physical and emotional challenges faced by people living with or recovering from breast cancer.

By providing a platform for these conversations, Landmark Group helped reinforce an important message: cancer awareness should go beyond a single campaign or event. It requires continued education, understanding and a collective commitment to taking action.

Building Opportunities for Greater Impact

The collaboration was facilitated by Sanjeevan, CRMY’s Donor Engagement Manager, who was introduced to Landmark Group through IOI City Mall Putrajaya following their positive experience working together during Terry Fox Run 2025.

Recognising the potential for further engagement, Sanjeevan approached Landmark Group to explore opportunities for collaboration. The group’s portfolio, which includes Babyshop, a brand catering to parents and families, and Max, a fashion brand with the potential to reach a broad audience, presented opportunities to connect cancer awareness with future fundraising initiatives.

The discussions also explored how Landmark Group could support CRMY’s wider activities and contribute to raising awareness of cancer research among different audiences.

A Shared Commitment to the Cause

The Pink October initiative demonstrates how corporate partnerships can help extend the reach of cancer awareness efforts beyond traditional health campaigns. By bringing CRMY into the workplace, Landmark Group contributed to creating opportunities for employees to learn, engage and become more conscious of the importance of early detection.

Rows of pink drinks and pink-frosted cupcakes laid out for Landmark Group's Pink October event

Landmark Group embraces the spirit of Pink October with a selection of pink-themed food and drinks, adding a thoughtful touch to the breast cancer awareness initiative.

For CRMY, collaborations with corporate partners are valuable in building awareness, strengthening community engagement and encouraging support for cancer research.

As the fight against cancer continues, partnerships such as this highlight the importance of bringing organisations and communities together around a shared purpose.

CRMY extends its appreciation to Landmark Group for its collaboration and support in making the Pink October initiative possible. Through continued partnerships, CRMY hopes to reach more Malaysians and Asians with important cancer awareness messages and advance its mission to discover better ways to prevent, diagnose and treat cancer.

Story by,
Dr Shamini
Cancer Research Malaysia