IPOH: Jennifer Liau has been involved in charitable work for about 28 years and has no plans to stop anytime soon.

Liau, formerly the president of local welfare non-governmental organisation Ipoh Love and Care Society (ILCS), said she plans to continue serving and contributing to society for as long as she can.

“ILCS was where it all began for me. I served with them for a decade from 1997 to 2007.

“Since then, it has been ingrained in me to help those in need and the underprivileged,” she said in an interview.

“With my children all grown up and working, I can dedicate more time to helping those in need.

“I strongly believe in doing charitable work to help the needy, not for fame, benefits or status,” added the mother of three with two grandchildren.

Liau, 74, recalled that she did not have any experience in charitable works prior to joining ILCS.

“I was fortunate to have wonderful team members supporting me throughout.

“We were very active and would attend to any requests for financial aid for medical treatment, going around in search of support and donations,” she said, adding that she is currently ILCS’s adviser.

Liau said even after she stepped down, she still received messages asking for assistance to help those in need.

“I then joined Pertubuhan Meningkat Akhlak Chi Pee Seah Perak to continue giving aid to the underprivileged.

“We are also very active and would have soup kitchens and food aid distribution activities regularly,” said Liau, who is the deputy president.

She also said that during her birthday, no celebration would be held and the occasion would be used to spread joy to the less fortunate instead.

“I would make donations, including cakes from my outlet to welfare homes,” said Liau, who co-founded JJ Roll, which sells Swiss rolls and cakes.

“Having come across so many people who are underprivileged during my time with ILCS, I feel that I should do something to assist them,” she said, adding that she also receives many requests from schools and other NGOs to donate cakes for charity sales.

Meanwhile, the Star Golden Hearts Award (SGHA) returns for its 11th edition to honour everyday Malaysians whose compassion and selflessness have made a lasting impact on others.

With McDonald’s Malaysia as the new strategic partner, SGHA is poised to broaden its reach and deepen its impact nationwide.

This year also marks the debut of the McDonald’s Caring Hearts Award – a special recognition honouring individuals or grassroots groups whose heartfelt acts of kindness have uplifted lives in profound and lasting ways.

Since its inception in 2015, SGHA has honoured over 100 individuals and organisations whose efforts have inspired action, transformed lives and strengthened communities nationwide.