As part of YTL Group’s Beyond 70 campaign, BUILDS launched the Penyu Shell-Ter Project, a flagship conservation initiative that brought together artists, conservation organisations, employees, community partners and the public to support the protection of Malaysia’s endangered sea and freshwater turtle populations. Named after the Malay word penyu (turtle), the project demonstrated how creativity, collaboration and community participation can contribute to biodiversity conservation whilst raising public awareness of endangered wildlife.
The initiative featured 70 turtle sculptures, each handcrafted by YTL Cement’s research and development team using ECOCem®, YTL Cement lower-carbon cement, before being transformed into one-of-a-kind works of art by 51 Malaysian artists and public figures. Supported by the National Art Gallery, leading local galleries, YTL Hotels, conservation organisations and media partners, the sculptures were exhibited at selected YTL Hotels nationwide and showcased through a digital catalogue and online platform, encouraging greater public appreciation of turtle conservation and environmental stewardship.
The project culminated in a charity auction in November 2025, raising RM1 million, with 100% of the proceeds donated to the Turtle Conservation Society of Malaysia (“TCS”) and PULIHARA. The funds will support long-term programmes in turtle conservation, habitat protection, scientific research, environmental education and community engagement, contributing to the protection of Malaysia’s endangered sea and freshwater turtle populations and the ecosystems they depend on.
In addition, YTL Cement contributed RM5,000 on behalf of each participating artist to an NGO or social enterprise of the artist’s choice, providing a further RM255,000 in support of organisations advancing food security, palliative healthcare, education for underserved children, environmental conservation, child welfare, mental health and circular economy initiatives through upcycling and women’s empowerment.
By bringing together art, innovation and strategic partnerships, the Penyu Shell-Ter Project created meaningful environmental and social impact beyond the exhibition itself. The initiative demonstrated how creative collaboration can mobilise public participation, generate funding for conservation and strengthen community support for protecting Malaysia’s natural and cultural heritage.
