Students from INTI International College Penang’s (IICP) School of Business (SOBIZ) have taken digital marketing beyond the classroom with their Earth Hour 2025 ‘Fundraise for Nature’ project, raising RM2,150 to support WWF-Malaysia’s conservation efforts. What began as an academic exercise quickly demonstrated how young minds can use digital tools to drive real-world impact on pressing global issues like environmental preservation.
The creative display set up by INTI International College Penang students for the WWF-Malaysia Charity Fundraising Event highlights their commitment to sustainability and conservation during the Earth Hour 2025 campaign.
Led by lecturer Muhammad Rajaie Mustafar, the project saw students applying their marketing skills to an initiative that resonated far beyond campus. Timed with the global observance of Earth Hour on 22 March 2025, the campaign exceeded its initial RM1,000 target and helped raise awareness of the urgent need to protect the planet’s natural resources.
Digital marketing students engage with visitors at their fundraising booth, promoting sustainable efforts during the Earth Hour 2025 ‘Fundraise for Nature’ campaign.
“INTI students continue to apply their knowledge to address real-world challenges,” said Hemalatha Murugiah, Chief Executive of INTI International College Penang. “This project highlights their ability to go beyond theory and put their skills to use for the greater good. We are immensely proud of their efforts and the example they’ve set.”
Over three months, from April to July 2024, the students worked on digital campaigns, online outreach, and physical fundraisers, showcasing their versatility in using various platforms to promote sustainability. Their efforts included selling food, reusable items, and perfumes on campus and online, ensuring they produced zero plastic waste using paper containers and reusable bottles.
Their success was recognised by WWF-Malaysia, who commended the students and their lecturer for their dedication to environmental conservation. The organisation emphasised the importance of grassroots initiatives in protecting essential resources like clean water, fresh air, and biodiversity, which are crucial to fighting climate change.
Muhammad Rajaie reflected on the broader role digital marketing can play in addressing societal issues. “This project wasn’t just about marketing products—it was about using digital tools to raise awareness on critical environmental challenges. Our students successfully turned theory into practice, showing how digital marketing can inspire action for a good cause.”
Despite challenges such as limited time and resources, the students found innovative ways to overcome these hurdles. They developed an online ordering system and donation channels and employed eco-friendly packaging solutions to minimise their environmental footprint. Their efforts to recycle and promote sustainable practices were integral to the project’s success.
Hemalatha echoed these sentiments: “This project demonstrates our students’ creativity, leadership, and sense of responsibility. It also reflects the broader mission of INTI, which is to cultivate skilled professionals and socially responsible citizens who are mindful of their impact on the world.”
On 4 July 2024, the students presented their donation to WWF-Malaysia. IICP remains committed to sustainability and plans to explore the intersection of digital marketing and environmental responsibility. An upcoming project will focus on recycling raffia strings used in food packaging to influence state waste management policies.