Students champion 3R values in PIAM's #GoGreenWithPIAM 3R Campaign

In a bid to cultivate environmental awareness among Malaysian youth, the Persatuan Insurans Am Malaysia (PIAM) celebrated the achievements of tertiary students from across the country at a recent prize-giving ceremony held at its headquarters. The event honoured nine winners whose creative, inspiring and authentic submissions showcased how they incorporate the practices of 3R into their daily life. This was the first nationwide initiative under PIAM’s #GoGreenWithPIAM 3R Campaign.
The campaign, which took place between May and June 2025, invited Malaysian tertiary students to submit short, creative videos showing how they incorporate the principles of 3R – Reduce, Reuse, and Recycle – in their daily lives. Open to tertiary students, the campaign was designed to encourage personal reflection and storytelling on sustainable living.

PIAM’s Chief Executive Officer, Chua Kim Soon, shared that the initiative came at a time when environmental issues are increasingly affecting the general insurance industry. He explained that, “We have seen how floods and storms are becoming more frequent and severe. As insurers, we help with the aftermath, but we also feel a responsibility to be part of the solution. Through the 3R Campaign under our #GoGreenWithPIAM initiative, we are hoping to bring back simple habits from the past, like using tiffin carriers instead of plastic containers, that can help protect the environment and ourselves.”

He also highlighted how the younger generation brings fresh energy and creativity to such efforts, saying, “What made many of the video entries stand out was how personal and authentic they were. These students didn’t just talk about recycling, they showed how it fits into their lifestyle. Their sincerity, combined with strong editing and storytelling, was impressive and inspiring.”

One of those standout voices came from the Grand Prize winner, Nur Aqilah Binti Noor Hisyam from Perlis, whose video was praised for its creativity and heartfelt message. “It has been a passion of mine for some time now, and this campaign gave me the platform to showcase my commitment to sustainable living,” she said. “Organising a community recycling drive and seeing young children learn about waste really stuck with me, it showed how small actions can spark bigger change. Climate change can feel overwhelming, but I have learnt that simple habits, like using reusables or encouraging others to recycle, do make a difference.” She shared that the prize money will go towards her studies in environmental science and, if possible, a small eco-project like a compost bin or mini garden to keep the campaign’s spirit alive.

The campaign was led by Lee Chiew Lai, Programme Leader of the 3R Campaign and member of PIAM’s Climate Change Action Committee (CCAC). He explained that this first initiative is part of a broader, long-term goal to drive behaviour change starting with young people. “We believe tertiary students are future leaders. If they start building sustainable habits now, they will influence their peers, families, and eventually the wider community,” he said.

Lee added that the campaign was not just about promoting recycling, but about encouraging deeper thinking around reducing waste and reusing materials in practical, everyday ways. “Our goal is to encourage a circular economy mindset. It’s not just about what we throw away, but how we can reduce what we use in the first place,” he said. “This is only the beginning of our #GoGreenWithPIAM journey, and we are excited to continue building on this momentum.”

The campaign received submissions from across the country, with students showcasing a mix of creativity, storytelling and technical skill. Prizes were awarded to nine winners, including a Grand Prize of RM3,000, three Runner-Up prizes of RM750 each, and five Consolation Prizes of RM350.

PIAM hopes to continue engaging the youth through more campaigns in the future, while also expanding outreach to schools and local communities. Chua emphasised that the association is focused on long-term change, not just short-term impact. “Our aim is to encourage lasting habits of environmental responsibility. Through education and awareness, we hope to inspire a mindset shift that stays with people for life,” he said.