Moved by the story of a woman who went without a month's medical treatment so that she could buy her son a birthday cake, Mr Ridjal Noor decided to do something to help less privileged children celebrate their birthdays.

The businessman roped in his friend Lubis Ratno to start Birthday Brigade SG (BBSG) in June last year. The non-profit organisation now organises one birthday party a month for underprivileged children.