Cameron Highlands is one of the top 5 attractions in Malaysia. This is widely due to the fact that it has a very rich natural heritage and very beautiful flora and fauna dwelling within its peaceful and cool weathers, attracting thousands of visitors all the time. However, rapid development and such have created a lot of problems for the natural landscape at Cameron Highlands and this has resulted in the calls for changes and conservatory efforts.

One of the programmes which were launched for this purpose is known as the R.E.A.C.H. or Regional Environmental Awareness Cameron Highlands. It is an organisation that was established back in 2001 by the community in Cameron Highlands due to the fast deteriorating situation at Cameron Highlands. It was for the reason of declining water quality and massive land clearing activity for development that R.E.A.C.H. was formed where it wants to create awareness among the public to preserve, restore and maintain this highland so that it will continue to be a major attraction for its environmental richness.

R.E.A.C.H plans and launches programmes to ensure that the balance between environmental protection and development are maintained. In other words, it ensures that while development is very much welcomed, there must be efforts to make sure that the natural habitat here are all well preserved for the future generations.

R.E.A.C.H. is run and maintained by a group of volunteers and channel its funds through programmes like donations, membership and selling of souvenir, all of which are created and designed to spread the awareness of its efforts.

Other activities that R.E.A.C.H. is involved in include highlighting the problems of land clearing to the public, all the environmental issues involved as well as in areas like water and forest biodiversity studies and research.

The efforts of R.E.A.C.H. have reached a national level and the awareness programmes have created as lot of interest among many communities and groups. Starting from the 15th of January 2011, donations channelled to R.E.A.C.H are tax exempted which will surely encourage more participation and funding from the general public. Volunteers and people from all walks of life are encouraged to help out in the efforts of R.E.A.C.H in all areas that include its recent reforestation site in Gunung Brinchang in which researchers and other experts are invited to join and contribute. Volunteers are able to contribute in small and big ways which could be in the highly specialized areas as well as in areas like maintenance and such.