Wednesday, May 13, 2015

Media Release: The First High Heel Dash In Malaysia In Celebration of Women Empowerment

KUALA LUMPUR, 6 April 2015 – Fast on the heels of high heel runs trending around the world, the first-ever high heel race in Malaysia has opened for online registration.

The High Heel Dash is an event that celebrates women empowerment in Malaysia. Participants will raise funds for charity and dash 50 metres in high heels to win attractive prizes. More than half of the funds raised will go directly towards the Women's Aid Organisation (WAO), which needs the funds to refurbish the shelter for women who are survivors of domestic violence.

“The life of the modern woman is in fact a big high heel race,” said Ms. Therine Goh, Director of the Bloc 48 Group, the agency behind The High Heel Dash. “She’s constantly on the run. She’s a working mom, a creative professional and a lifestyle expert. We want to celebrate these women who have to juggle multiple roles in life and to empower them to shatter the glass ceiling.”

The WAO is a non-profit organisation that works towards the elimination of discrimination against women, and to bring about equality between women and men. "By pledging your donations, you will help women overcome the hurdle of surviving violence," said Ms. Sumitra Visvanathan, the WAO's new Executive Director.

Malaysia currently has the lowest female participation rate in the labour force at roughly 32 percent. “With the High Heel Dash, we hope to encourage women to outrun those numbers,” said Ms. Goh.

The High Heel Dash is pairing up with, Asia’s largest online giving community, to empower participants to go the extra mile and fundraise for the WAO. Participants can choose to pay a registration fee or get their friends to pledge a minimum amount of donations to the WAO. Singles participants, whose entry tickets cost RM150 each, will get to race for free if they manage to raise a minimum of RM300 worth of donations to the WAO. For doubles participants, the fee of RM250 will be waived if the duo manage to raise RM500 or above. "This way, participants have the chance to make a meaningful contribution on top of having a lot of fun," said Ms. Anrie Too, Relationship Manager of

Winners of the dash will receive Malaysia Airlines flights to exciting destinations (the grand prize being tickets for 2 to London), Enrich Miles, L'Oréal Professionnel Hair Care and Styling hampers as well as Shu Uemura products. Early bird sign-ups will receive premium goodie bags valued at RM785 each, whereas participants who sign up after the early bird offer will receive goodie bags valued at RM500. These goodie bags include products, vouchers and more from sponsors.

The High Heel Dash will take place on Saturday, 23 May 2015, from 10am to 6pm, at Publika, Solaris Dutamas, Mon’t Kiara. Besides the race, the event will also feature inspiring talks from leading female figures, performances, activities, and booths offering products and services for the modern woman.

The High Heel Dash is supported mainly by women-focused businesses such as Malaysia Airlines (title sponsor), Enrich by Malaysia Airlines (title sponsor), Marie Claire (official magazine partner), Tongue in Chic (official fashion & lifestyle portal), Lewre (official shoe partner), Curves Malaysia (official fitness partner), L’Oreal Professionnel (official hair partner), Shu Uemura (official makeup partner), Toni&Guy Mont Kiara (official salon partner), myBurgerLab (official F&B partner), Smooshie (official juice partner) and many more supporting partners including Strip: Ministry of Waxing, LeBunny Bleu, The Cooking House, Sothys and Gary Chong Studios.

Malaysia Airlines and Enrich are pleased to be part of this historic event as it takes place for the first time in Malaysia. "Women are such an important contribution to the workplace and we are excited to support events like The High Heel Dash that are pushing for that objective," said Khairul Nisa Ismail, Vice President of Loyalty (Enrich), Malaysia Airlines. "We would like to welcome our members especially the ladies amongst our Enrich members to participate in this event. This is the time that you get to run in heels for a good cause and it will definitely be an enriching experience together with your friends and family members."

High heel runs have become a global symbol of empowerment and solidarity for important women’s causes around the world. First introduced in 2006 by Glamour magazine in Amsterdam, dozens of cities around the world from Hong Kong to New York now organize races every year. The organizers of Malaysia's High Heel Dash hope to make it an annual event.

"Join us for a fun and chic day in celebrating the modern woman," said Ms. Goh. "Let's show the world the value she brings."

For more information, visit
To be a fundraiser, log on to

More on The High Heel Dash at…

Runwitme Says: We have all heard the sayings, ”You never truly know someone until you've walked a mile in their shoes". So, guys let's try to understand and appreciate the women in your lives! Celebrate and support them by running in their shoes (literally). If they can dash around in heels everyday, you sure can do it in just 50 meters.

Registration ends 15. So, hurry!

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