PIAM honours students championing 3R sustainable living

In a bid to inspire sustainable living among the younger generation, the Persatuan Insurans Am Malaysia (PIAM) has honoured nine tertiary students for their creative contributions under its inaugural #GoGreenWithPIAM 3R Campaign. The prize-giving ceremony, held recently at PIAM’s headquarters, marked the culmination of a two-month initiative aimed at embedding the values of Reduce, Reuse and Recycle in daily life.

The campaign, held between May and June 2025, invited students nationwide to submit short videos that demonstrated how they practised the 3Rs in their everyday routines. Entries ranged from recycling and upcycling efforts to creative takes on reducing waste and reusing materials. Judges noted that authenticity, personal storytelling and technical skill were key highlights of the submissions.

PIAM Chief Executive Officer, Chua Kim Soon, said the initiative arrived at a critical time, when environmental challenges are increasingly impacting the insurance sector.

“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, 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 said.

Chua praised the sincerity of the students’ work, adding, “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.”

Grand Prize winner

Among the winners, Grand Prize recipient Nur Aqilah Binti Noor Hisyam from Perlis stood out for her creative and heartfelt submission. Her video highlighted community-driven recycling initiatives and the power of small actions in sparking greater change.

“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,” Nur Aqilah said. “Organising a community recycling drive and seeing young children learn about waste really stuck with me. 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 added that the prize money of RM3,000 would support her studies in environmental science, with hopes of starting a small eco-project such as a compost bin or mini garden to continue promoting sustainability.

Other winners received three Runner-Up prizes of RM750 and five Consolation Prizes of RM350, underscoring PIAM’s effort to encourage widespread participation.

Building a long-term movement

The campaign was spearheaded by Lee Chiew Lai, Programme Leader of the 3R Campaign and a member of PIAM’s Climate Change Action Committee (CCAC). He emphasised that the initiative is part of a broader movement to instil lifelong sustainable habits among young Malaysians.

“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,” Lee said.

He explained that the campaign was designed not only to promote recycling but also to encourage critical thinking on reducing consumption and reusing materials in practical 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 added.

Looking ahead, PIAM plans to extend its outreach to schools and local communities, with the long-term aim of nurturing a culture of environmental responsibility.

Chua reaffirmed this commitment, noting, “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.”

For updates on future initiatives, the public can visit www.piam.org.my or follow PIAM’s official social media platforms.