| Summary: | The increase in unhealthy lifestyles such as smoking, obesity, and lack of exercise has been identified as the main cause of the surge in health issues among the population of Malaysia. The government has aggressively promoted a healthy lifestyle through various nationwide programs and campaigns to transform Malaysia into a sporting nation. To promote a healthier society, the government has initiated a health-related campaign to address the growing cost of healthcare. With a large portion of the Malaysian population spending significant time on social media, the campaign uses these platforms to spread information. The ministry and agencies created social media accounts on popular platforms like Facebook to engage with online citizens. This study investigated the competencies required for implementing a health-related campaign and promotion on social media to engage the target audience. This study employed qualitative methodology to investigate the competencies of the policymakers from the Ministry of Youths and Sports Malaysia (MOYS) through in-depth interviews and qualitative content analysis (QCA). The content created by the team was also examined. The study's primary objective was to comprehensively grasp the contextual significance and motivation of the officials engaged in formulating the social media campaign. The processes involved in creating the campaign were analysed to gain further insights. The findings indicated that while the ministry acknowledged the significance of social media presence, it requires further strengthening to achieve a concentrated impact if the campaign should be intensified for maximum exposure. © 2024, Penerbit Universiti Kebangsaan Malaysia. All rights reserved.
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