By UOW Malaysia 

UOW Malaysia’s Bachelor of Communication (Honours) Public Relations students recently concluded a successful digital fundraising campaign, “Quality Over Quantity: Caring More, Counting Less”. As part of a classroom project (Fundraising and Public Relations), the students raised RM1,232 for the Society for the Prevention of Cruelty to Animals (SPCA) Selangor’s Spay & Neuter Program, exceeding their initial goal of RM1,000 within 30 days. The campaign, which ended on 30 April 2025, aimed to combine theoretical learning with real-world impact.

Through strategic messaging and online advocacy, the students effectively raised awareness about animal population control and encouraged public support for humane solutions to stray overpopulation. Their efforts not only increased their Instagram followers and engagement but also showcased the power of digital public relations in addressing community issues, highlighting the role of communicators in shaping social awareness.

The initiative involved five Public Relations students, their Program Leader Ms Suzie Lagis, Lecturer Mr Yeap Thiam Hoong, and SPCA Selangor staff. This project demonstrates how public relations can extend beyond branding to play a vital role in advocacy and social impact, proving that small actions, when amplified through the right channels, can lead to meaningful change.