Final Year Student Initiative Attracts Young People's Interest In Appreciating Heritage

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Final Year Student Initiative Attracts Young People's Interest in Appreciating Heritage


		Two groups of final year students of the Bachelor of Public Relations degree at Taylor's University have breathed new life into completing their final year coursework when they chose to implement a communication campaign with local communities and heritage institutions. Guiding lecturer, Nurun Najah Tarmidzi, said those who were divided into the Heritage Kita and Syok PR groups, chose to highlight a strategic communication approach based on digital storytelling and youth involvement to strengthen appreciation for the country's cultural diversity. "For example, Heritage Kita, through the Voices of Betau initiative, is working with students of Sekolah Kebangsaan Pos Betau, Kuala Lipis, to empower the heritage of the Orang Asli community of Betau, Pahang. "Through the social media workshops organised, school students were trained to document the stories, traditions and experiences of their communities using digital platforms," he said. According to him, the campaign, which lasted for 14 weeks, recorded more than 162,000 interactions on Instagram, thus expanding the reach of messages related to the community's heritage to a larger audience.		Students from SK Pos Betau with members of the Heritage Kita group.
		Meanwhile, he said, the Syok PR group is collaborating with the Melaka Museum Council (PERZIM) to rekindle the interest of the Gen Z group in the state's history and heritage. Through creative content on Instagram and TikTok, the campaign reintroduces four museums and major cultural sites in Melaka with a closer approach to the younger generation. "As a result, the campaign recorded over 481,000 interactions on Instagram and 243,000 views on TikTok, reflecting the effectiveness of the digital storytelling strategy in bringing heritage institutions closer to the youth group," he said.		Nurun Najah said that both projects illustrate how our students are able to apply strategic communication skills to bring real impact to society through a more youth-friendly approach. "Projects like this not only provide practical experience, but also hone social leadership and a love of culture in students." "The creativity and perspectives of Generation Z that are highlighted also take digital storytelling to a higher level," he said. All the results of the campaign were presented at the Final Year Project Public Relations Showcase, recently.
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Date of Input: 19/03/2026 | Updated: 11/05/2026 | aidawati

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