Proton reaffirmed its commitment to sustainable community development through its annual Proton Beach Cleaning initiative. Now in its third consecutive year of the programme, the initiative, Held at Pantai Cermin, Port Dickson, Negeri Sembilan, brought together 82 volunteers — including Proton employees and, for the first time, students from Universiti Pendidikan Sultan Idris (UPSI) — who removed 536 kilograms of trash and debris washed up on the popular tourist beach.
Proton says the initiative showcases its dedication to making a lasting environmental impact while spreading environmental awareness among its staff and, starting this year, university students as well.
Specialising in teacher education and human capital development, Proton says UPSI served as an ideal partner in extending sustainability awareness to the younger generation. Through hands-on participation in conservation activities, students gained practical exposure to complement classroom learning, encouraging advocacy for sustainable living within their communities and future workplaces.
UPSI student, Muhammad Norhyshyam bin Umar, said, “We are grateful for the opportunity to participate in Proton Beach Cleaning 3.0. Programmes such as this provide students with valuable real-world exposure to environmental conservation efforts and reinforce the importance of individual responsibility in protecting our natural resources.”
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“Beyond collecting waste, the experience has deepened our understanding of sustainability and inspired us to play a more active role in promoting environmental awareness within our communities,” he added.
Commenting on the initiative, Proton Director of Group Communications, Salawati Mohd Yusoff, said, “Sustainability is not a destination but an ongoing commitment that requires collaboration, consistency and collective responsibility. Through Proton Beach Cleaning 3.0 we continue to translate our sustainability aspirations into meaningful action by engaging multiple parties in initiatives that create tangible value as we believe long-term impact can only be achieved through sustained engagement and shared ownership of our environmental responsibilities.”
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