ExecuteAWA expands national animal welfare programme across Malaysia

ExecuteAWA is driving a national movement centred on accountability, data collection and cross-sector partnerships to deliver lasting animal welfare reforms.

KUALA LUMPUR: Sue Ann Kong, founder of ExecuteAWA, is confident that Malaysia’s first national humanity movement for stronger animal welfare is gaining momentum with each passing week.

Following the inaugural National Humanity Summit in February, ExecuteAWA has continued engaging with state authorities nationwide to expand its flagship programme, #projektogetherboleh 2.0.

The latest chapter of the initiative took place in Seremban on June 7, bringing together corporate partners, non-governmental organisations (NGOs), veterinary professionals and community stakeholders.

Building on its successful implementation with the Rembau District Council in November 2025, the programme marks another significant milestone in Malaysia’s efforts to adopt #projektogetherboleh’s inclusive and sustainable model for cross-state and cross-sector collaboration.

The initiative promotes accountability and collective ownership of ExecuteTNVRM (Trap-Neuter-Vaccinate-Rehome-Reclaim-Release-Microchip-Manage).

Jointly led by Negeri Sembilan-based NGOs NS Happy Paws (NSHP) and FurryKids SafeHaven (FKSH), #projektogetherboleh seeks to support a more intelligent, strategic and systematic approach to stray animal management.

Rooted in science and evidence-based policymaking, the programme incorporates structured field operations, comprehensive data collection, vaccination support and long-term sterilisation efforts.

“Accurate population intelligence and coordinated leadership are the foundation of effective policy. As Malaysia’s first animal welfare movement working alongside dedicated partners across the country, it is important to recognise our role as value-driven advocates in bridging global research with on-the-ground realities to strengthen both the effectiveness and integrity of the cause,” said Kong.

“By equipping government agencies with irrefutable, science-based data, we enable authorities and stakeholders to make informed decisions that transform longstanding uncertainties into effective stray population management strategies.

“This approach provides tangible evidence of the effectiveness of TNVRM initiatives and helps bring an end to outdated and ineffective catch-and-kill methods once and for all.”

A key highlight of the national initiative is the participation of Millennia Village as Malaysia’s pioneering corporate partner, fostering meaningful collaboration with local NGOs NS Happy Paws and FurryKids SafeHaven.

The partnership reflects growing cross-sector engagement and demonstrates the coordinated local action required to support meaningful implementation within and around the resort area.

Millennia Village director of sustainability Gabriel Hii said the company firmly believes sustainability must extend beyond environmental considerations to focus equally on creating a harmonious balance between people, animals and nature.

“Through our partnership with ExecuteAWA and its national programme, we are demonstrating how the hospitality sector, NGOs and local communities can work together to deliver practical, measurable impact that contributes to a more harmonious, productive and compassionate society,” said Hii.

By championing humane alternatives to culling, ExecuteAWA has placed science and innovation at the centre of its approach. The movement has developed its own population modelling framework using a reverse-engineering methodology that incorporates realistic variables such as mortality, reproduction and population decline rates.

These data-driven insights enhance the ability of government agencies and local authorities to assess stray animal populations more accurately, helping to address longstanding data gaps through practical interventions and evidence-based solutions grounded in accountability.

Following the success of the Seremban programme, ExecuteAWA continued its engagement efforts through discussions with Ampang MP Rodziah Ismail and support for the expansion of the Penang Animal Welfare Society, enabling more animals to receive care and protection.

“Animal welfare is a complex and often difficult cause that requires more than good intentions. It demands structure, strategy, accountability and systemic reform.

“In this regard, ExecuteAWA’s vision aligns strongly with Pesona Ampang’s belief that compassion must be translated into effective systems that benefit animals, communities and the nation.

“It was equally inspiring to see Penang Chief Minister Chow Kon Yeow and Bukit Bendera MP Syerleena Abdul Rashid lend their support to the cause, reinforcing the importance of leadership that chooses action and compassion.”

As Malaysia continues its journey towards a more humane future, initiatives such as #projektogetherboleh 2.0, together with the collective efforts of advocates, volunteers, policymakers and community members, demonstrate that lasting change is possible when compassion is supported by meaningful action.

“When love leads, communities rise. When communities rise, humanity wins,” said Kong.