Ayam Brand™ Community Care Campaign 2019 Takes the Message of Balanced Nutrition Nationwide To Fight Childhood Obesity
The brand collaborated with KPJ Ampang Puteri to educate the participants on healthy meals in its CSR finale wrap up event.
Was your last meal a Malaysian Healthy plate –according to quarter, quarter, half? Ministry of Health Malaysia promotes Suku-Suku Separuh, the division of plate portion to a quarter for protein, a quarter for complex carbohydrates and half for fruits and vegetables. It is an easy way to portion out the types of food our body needs.
The Malaysian Healthy Plate or Suku-Suku Separuh is not the norm for most of us, which has led to an obesity epidemic among adults, and children. According to the Economist Intelligence Unit’s Tackling Obesity in ASEAN Report , Malaysia’s prevalence of obesity is at 13.3%, which is the highest in South East Asia. Malaysia was among the top three countries in Asia with high percentage 11.5% of obese children, aged between six months and 12 years.
“We have been carrying out our annual CSR campaign for 12 years, and it was time for us to expand it to benefit more children by bringing them the Quarter, Quarter, Half (Suku-Suku Separuh) message through activations that would make it easy to understand, with tips that they could use at home, and share with their friends and family,” Tunku Dato’ Mu’tamir added.
The theme for this year’s campaign is ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’. It will empower children from 10 states with information to identify healthier food choices and equip them with skills to prepare their own Malaysian Healthy Plate meal. The program is open to children from eight years up.
Ayam Brand held its finale campaign at KPJ Ampang Puteri Specialist, one of the premier hospital in Malaysia as well as South East Asia. At the finale event, KPJ Ampang Puteri Specialist Dietician, Mrs. Nur Hayati Azmi shared with the participants on living and eating healthily.
The event kicked off with an interactive introduction to the #sukusukuseparuh concept, followed by ten teams each comprising of four children preparing a meal based on the 3S principles, within 30 minutes with minimal assistance from adults, using recipes that have been vetted by nutritionist. While waiting for their Malaysian Healthy Plate meals to be evaluated the children were challenged with games that required Higher Order Thinking Skills to reinforce what they had learned on good nutrition.
“Today I learnt that I need to eat more vegetables, fruits and proteins, and reduce the rice and bread that I like so much. The food I made today was very tasty, and it was healthy too. I will try to eat balanced meals every day to be healthier, and will do more exercise,” said one of the participants. Ayam Brand™ took taking the campaign online and amplifying it via social media through activations such as the Show Us Your Healthy Plate contest, as well as sharing the live updates of the event.
“Ayam Brand™ has been supporting NGOs for many years, and homes always look forward to being selected as their product contribution has seen many a home through tough times when donations were scarce. Our thanks to Ayam Brand™ for consistently caring for the community,” said Mr. David from Persatuan Rumah Kids.
Want to help more communities? Visit the Ayam Brand™ e-charity at https://www.ayambrand.com.my/e-charity.html and purchase Ayam Brand products to be contributed to a charity of your choice. The Ayam Brand™ e-charity offers 15% off retail prices, and free delivery to make it easier for more charity organisations to Get Healthy Malaysia, Start Now.
About Ayam Brand
Ayam Brand, a household name in Malaysia and Asia for 127 years, is famed for its wide range of quality and healthy canned food that are preservative free and contain no added MSG. Ayam Brand products are manufactured in state-of-the-art facilities that meet the highest international standards with worldwide-recognized certifications (HACCP, ISO 9001) and are certified ‘Halal’. For the past four consecutive years from 2013 to 2016, Ayam Brand has been ranked in the Top 10 as Malaysia’s most chosen FMCG brands, according to Kantar Worldpanel’s Brand Footprint Study.
For more information on Ayam Brand, please visit www.ayambrand.com.my or join https://www.facebook.com/ayambrandmalaysia.