On 16 July 2026, YTL Cement's ‘The Penyu Shell-Ter Project’ received recognition at The MARKies Awards 2026, winning two prestigious awards together with social media agency ONETWOJUS: Most Creative B2B Marketing and Most Effective Use – Government Sector/Non-Profit Marketing.

The MARKies Awards recognise outstanding marketing campaigns across Malaysia and Singapore that demonstrate exceptional creativity, strategic effectiveness and measurable impact. The awards recognise the success of the campaign in promoting The Penyu Shell-Ter Project, YTL Cement's art-for-conservation initiative, which successfully raised funds and public awareness for turtle conservation in Malaysia.

Organised through YTL Cement's CSR arm, BUILDS, in conjunction with YTL Group's 70th anniversary, The Penyu Shell-Ter Project brought together 51 Malaysian artists and public figures to transform 70 handcrafted turtle sculptures made using ECOCem® into unique works of art. The sculptures were exhibited at selected YTL Hotels before being auctioned to raise funds for conservation, while inspiring conversations on the importance of protecting Malaysia's endangered turtle species.

The campaign successfully raised RM1 million through the charity auction, with a further RM255,000 donated on behalf of participating artists to NGOs of their choice. All proceeds from the auction were channelled to the Turtle Conservation Society of Malaysia (TCS) and PULIHARA to support turtle conservation, habitat protection, hatchery operations, community-led programmes and public education.

The award-winning campaign combined strategic digital engagement, compelling visual storytelling and strong partnerships to transform a conservation initiative into a nationwide movement. By connecting corporate sustainability with public participation, it demonstrated how creative marketing can inspire action, generate meaningful awareness and deliver measurable social and environmental impact.

YTL Cement extends its sincere appreciation to the artists, partners, supporters and everyone involved in bringing The Penyu Shell-Ter Project to life. This recognition reflects the collective commitment of all those who contributed to the campaign's success and demonstrates the impact that purpose-driven collaboration can achieve for communities and the environment.