From Classroom to Impact: “Stories of Betau” Crowned Winner at PRCA Asia Pacific 2026

When strategy aligns with purpose, impactful outcomes follow. The September 2025 cohort of Public Relations Consultancy students successfully transformed their final-year project, “Stories of Betau,” into an award-winning campaign, securing the Student Campaign Award at the Public Relations and Communications Association Asia Pacific (PRCA APAC) Awards 2026. Led by Ms. Nurun Najah Tarmidzi, Programme Director of Bachelor of Mass Communication (Public Relations & Event Management, Public Relations & Marketing) the campaign exemplifies the capacity of student-led public relations initiatives to extend beyond academic settings and generate meaningful social impact. The award was presented on 24 April 2026 in Singapore.

At its core, “Stories of Betau” sought to address gaps in awareness and understanding of the Orang Asli Betau community, with particular focus on children from Sekolah Kebangsaan Pos Betau in Kuala Lipis, Pahang. Through a storytelling-driven and ethically grounded approach, the campaign foregrounded authentic voices and lived experiences, offering a more nuanced and humanised representation of a community often underrepresented in mainstream discourse. The project was undertaken as part of the Liveable Urban Communities Taylor’s Impact Lab initiative, reflecting its alignment with broader sustainability and community engagement objectives.

Students worked closely with local educators and community stakeholders to ensure respectful and meaningful participation. Workshops conducted with secondary school students focused on digital literacy and storytelling skills, enabling them to articulate and share their own narratives. Younger children contributed through artwork themed “My Home Betau,” which was incorporated into campaign materials, ensuring their perspectives were both acknowledged and visibly represented.

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Despite being implemented within a 14-week academic semester, the campaign navigated real-world challenges with a high degree of professionalism. Students demonstrated the ability to balance creative execution with ethical responsibility, particularly in representing children and indigenous communities. These constraints provided valuable experiential learning, reinforcing the importance of responsible and context-sensitive communication in advocacy-driven initiatives.

Through the strategic use of Instagram, “Stories of Betau” generated over 230,000 views, surpassing initial targets and achieving strong audience engagement. More importantly, the campaign elicited meaningful responses, encouraging reflection, connection, and dialogue. In doing so, it not only raised awareness but also contributed to reshaping perceptions, amplifying indigenous voices, and demonstrating the transformative potential of purposeful storytelling in contemporary public relations practice.