This year’s campaign focuses on healthy meals and staying active
Petaling Jaya, November 14, 2024 – Ayam Brand, a 132-year-old household brand famed for the wide range of quality, no preservative, no added MSG, convenient and Halal certified canned food, is committed to continue its annual community care campaign, which was first introduced in 2008.
This year’s theme, #AyamBersamaMu Sihat & Cergas, aims to promote healthy living among children across Malaysia.
The campaign, in its 17th year, has benefited over 28,350 individuals from 635 NGOs, providing more than 2.2 million nutritious meals to them. This year’s campaign will focus on building good nutrition habits with Omega-3 for healthier children and making fitness a part of every child’s life for a fitter generation of Malaysians. In Klang Valley, the campaign will be benefitting 425 children from four NGOs by providing them 76,500 meals.
In partnership with dietetic experts from Columbia Asia, Focus Point Group, nutrition and fitness expert, Ayam Brand will be holding workshops related to the Malaysian Healthy Plate with emphasis on Suku-suku Separuh, fitness routines that the children can do at home and a fitness challenge to encourage the children to remain active, for the participating charity homes in Johor, Pulau Pinang, Sarawak, Sabah, Kuala Lumpur and Selangor.
According to Ms Teoh Wei Ling, Head of Marketing at A. Clouet (Malaysia) Sdn Bhd, the brand strongly believes everyone deserves access to healthy food and the opportunity to lead a healthy life. “Through our annual community care program, we aim to empower individuals and communities to make positive changes to their health and well-being,”
Data from the Ministry of Health Malaysia 1 shows that the Omega-3 fatty acid intake of the average Malaysian is currently low. They suggest three ways to remedy this; namely eat more pulses like beans, tofu and fish; use cooking oil that is a blend of palm olein and Omega-3 rich vegetable oil; and include Omega-3 rich foods.
1 Ministry of Health Malaysia: 3 Fats: Foods which serve as good sources of Omega-3 fatty acids
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“Omega-3 is crucial for heart, brain, nerve, skin and eye health. We are providing our products with Omega-3, with the aim to provide one of the key nutrients for the children in this campaign. This year, we are integrating fitness into our campaign to maintain healthy lifestyles. Malaysia sees a rise in childhood stunting and obesity rates hence we would like to promote healthy living and fitness program into our campaign. Knowing our nation is still facing the challenge of obesity, let’s start somewhere to help address that,” adds Teoh.
Recently, reports2 show that health literacy among Malaysians remain low. Malaysia has the highest number of diabetes and obesity cases in Southeast Asia. Our Ministry of Health is alarmed that one in three3 school-going students are overweight or obese.
Ayam Brand is also collaborating with Focus Point Group on eye health, and those who require them will receive prescription glasses sponsored by Ayam Brand.
“We are continuing with the eye health for our campaign as a global analysis4 recently reported that children’s eyesight is steadily getting worse with one in three now short-sighted or unable to see things in the distance clearly. The report mentioned the highest rates are in Asia. Let us do what we can to assist children who need a clearer vision,” elaborates Teoh.
“We’re thrilled to be a part of Ayam Brand’s Ayam BersamaMu Sihat & Cergas campaign. This collaboration aligns well with Columbia Asia’s commitment to promoting healthy living and well-being. By offering our expertise and resources to the charity homes involved, we hope to make significant impact on their overall health and quality of life,” says Ms Gwen Yap, Regional Marketing Manager, Columbia Asia.
In Klang Valley, the recipients of the campaign are Pertubuhan Anak-Anak Yatim Selangor , Yayasan Sunbeams Home, Pertubuhan Rahoma Darul Fakir Malaysia, Ti-Ratana Welfare Society Malaysia, Shelter Home and Pusat Jagaan Rumah Keluarga Kami.
