A TOTAL of 130 final-year students from Universiti Sains Malaysia’s (USM) School of Communication traded their textbooks for real-world impact.
Under the banner Empathy, Courage, Heritage and Originality (Echo), the students launched four distinct social awareness campaigns inspired by the initiative’s core pillars.
For the first time, the students adopted an interdisciplinary model, where each team integrated four specialisations – strategic communication, digital communication, creative screen and journalism.
The Empathy group calling themselves “Sprout Up” led by Racheline Matthew, collaborated with Cerebral Palsy Association of Penang.
Beyond advocacy, the team worked directly with underprivileged children and gained valuable insights from them and their parents.
“This project taught us that while these children may be non-verbal, they are fully capable of expressing themselves,” said Racheline, adding that they aimed to correct public misconceptions that cerebral palsy was a mental health issue rather than a physical disability.
Project director Coco Lim spearheaded the courage campaign of #BeraniSayNo against bullying.
Through stage acts and workshops, the team empowered students to break their silence.
“Small actions, like reporting early or standing by a friend can reshape a school’s culture,” Lim, who was also Echo project director, explained.
“The students also gained experience in managing projects, collaborating with multiple parties and handling real-world challenges,” she said.
Focusing on the preservation of traditional arts like wayang kulit under the Heritage theme by Hikarya, project leader Cheah Khe Xin emphasised the technical rigours of the project.
The team navigated complex stakeholder relations and project management to bring ancient crafts back into the spotlight.
“This project taught us communication, problem-solving as well as project management skills while deepening our understanding of heritage and traditional crafts,” she said.
For the Originality theme, YOUnique’s project tackled the digital age’s impact on self-worth.
Leader Lee Yun Xin organised motivational talks and art therapy to foster positive self-image and combat unrealistic beauty standards fuelled by social media.
“Our goal was to help youth reconnect with their authentic selves,” she said.
The initiative drew praise from USM School of Communication dean Prof Dr Bahiyah Omar, who highlighted how the model mirrors the collaborative environments of the professional world.
“This reflects USM’s dedication to sustainability, inclusivity and meaningful community engagement,” she said during the Echo closing ceremony.
The event was attended by supporting partners, including the police, Wak Long Music & Art Centre, Mind Navi Consultation Centre and Cerebral Palsy Association of Penang.
