The “Athukuri Olhalama” communication campaign was a student-led initiative developed as part of the Communication Campaigns (PRL201) module in the Bachelor of Arts in Media and Public Relations programme at the Faculty of Arts, The Maldives National University (MNU).

The campaign focused on raising awareness about voluntary blood donation and its importance in supporting community health. Through research, strategic planning, audience analysis, communication content development, and campaign implementation, students applied communication theories and professional practices to address a community health-related need.

As part of the initiative, students translated classroom learning into practical communication activities, gaining experience in research, strategic communication, public awareness, advocacy, audience engagement, and campaign management. The campaign provided students with an opportunity to develop professional competencies while engaging with an issue of importance to the wider community.

The initiative also highlighted the role of effective communication and public engagement in supporting health-related community initiatives. By developing awareness-focused communication on voluntary blood donation, students contributed to encouraging informed community participation and strengthening awareness of how individuals can support others through voluntary donation.

The campaign provided a practical learning environment in which students could connect academic knowledge with social responsibility and community engagement. It also demonstrated how communication and public relations skills can be applied to address real-world issues and support initiatives that benefit communities.

The “Athukuri Olhalama” campaign contributed to SDG 3 (Good Health and Well-being) by promoting awareness of voluntary blood donation, SDG 4 (Quality Education) through experiential and applied learning, SDG 10 (Reduced Inequalities) through community-focused awareness and engagement, SDG 16 (Peace, Justice and Strong Institutions) through responsible civic engagement and public awareness, and SDG 17 (Partnerships for the Goals) through community-oriented collaboration and engagement.