THE UNIVERSITY of Wollongong (UOW) Malaysia believes that effective public relations (PR) is a powerful tool for social good.
Impactful PR campaigns are capable of driving behavioural change and fostering meaningful community partnerships.
A prime example of this philosophy in action is the university’s own sustainability campaign, “Rescue a Meal”.
This initiative, organised by students from the Bachelor of Communication (Honours) Public Relations programme in collaboration with the What a Waste (WaW) organisation, tackled the critical issue of food waste head-on.
The campaign took place at a bustling local bazaar in Subang Jaya, Selangor, serving as a real-world laboratory for its students to apply their strategic communication and logistical skills.
The participants redistributed surplus produce from local farmers to 30 different vendors and identified and redirected unsold food to communities in need, ensuring that excess resources are channelled to support vulnerable groups rather than ending up in a landfill.
The campaign was supported by UOW Malaysia senior lecturer Suzie Lagis and WaW co-founder and chief operating officer Alvin Chen, and involved a total of 12 student volunteers.
A curriculum rooted in purpose
This initiative is not just an extracurricular activity; it reflects the way the university’s programmes integrate Sustainable Development Goals (SDGs) into its student experience.
Through the campaign, the volunteers helped bridge the gap between food surplus and food scarcity, gaining hands-on experience in social advocacy and event management while doing their part to reduce the environmental footprint of food waste.
By viewing surplus food as a community resource rather than waste, the students demonstrated the heart of modern PR: building a more responsible and compassionate society.
The sustainability campaign proved that the university’s students are not just learning about the industry, but are preparing to lead it through real-world experiences.
This reflects the institution’s belief that true expertise is built on the ground.
In line with this principle, learning at the university extends into the community, with projects delivering measurable, lasting impact.
From managing large-scale sustainability campaigns like "Rescue a Meal" to collaborating with industry pioneers, students gain in-demand skills valued by employers.
To learn more about UOW Malaysia’s programmes, visit their open day from May 7-10 at the Glenmarie, Selangor and Batu Kawan, Penang campuses.
