KOTA KINABALU: Universiti Malaysia Sabah (UMS) students are set to become ambassadors of youth health through a six-month campaign aimed at reshaping attitudes and behaviours linked to physical activity, nutrition, and healthy living.
The initiative is led by the UMS-UNICEF Communication for Development (C4D) Research Unit, in collaboration with the Sabah Health Department.
It will feature peer-led activities and social media interventions across the Faculty of Social Sciences and Humanities (FSSK). Students will actively promote key health messages and model healthy practices.
UMS-Unicef C4D Research Unit head Dr Latif Lai said the campaign, called FSSK x ANMS, aligns with the Ministry of Health’s Agenda Nasional Malaysia Sihat (ANMS).
It aims to improve student well-being and empower undergraduates to become advocates of positive change among their peers.
“This campaign is a great opportunity for students to lead by example. They can be the voice of a healthier youth generation,” he said.
The campaign was inspired by a preliminary study involving 360 undergraduates, which revealed significant gaps in knowledge and practices related to exercise and nutrition. While many students were aware of the Malaysian Healthy Plate concept, most admitted to not following it in their daily meals.
The study found that 77% of students failed to meet the recommended weekly minutes of moderate exercise.
Additionally, 90% lacked accurate knowledge of the daily recommended intake of fruits and vegetables, and 77% consumed only one to two servings per day.
The Malaysian Healthy Plate recommends each main meal consist of half a plate of fruits and vegetables, one-quarter protein, and one-quarter carbohydrates.
“This shows that awareness alone is not enough. We need our students to help drive real behavioural change among their peers,” said Faculty of Social Sciences and Humanities Dean Professor Dr Asmady Idris during a recent campaign briefing.
He added that insights gained from this campaign could lead to its expansion across the university or even statewide in collaboration with the Sabah Health Department.
Student leaders who attended the briefing shared feedback that will shape the campaign’s upcoming activities. These include on-campus engagement sessions, student-led discussions, and awareness campaigns through digital platforms.
Also present at the briefing were Health Education Division senior assistant director Razmin Ramli, Sabah Health Promotion Branch head Nor Saadah Omar, Nutrition Branch head Shahrulnaz Norhazli Nazri, and UNICEF’s Programme Specialist for Sabah, Dr Elaine Kong, alongside faculty staff, research fellows, and student representatives.
The FSSK x ANMS campaign is scheduled to begin at the end of April and will run for six months.
