Sylvia Tan Huey Wen, *Muhammad Zaiamri bin Zainal Abidin, Md Azalanshah bin Md Syed, Rosya Izyanie binti Shamshudeen

Abstract:

This study investigates the evolving roles of food bank organisations in civic activism during the COVID-19 pandemic, facilitated through social media. Using a qualitative approach, it analysed 309 social media posts and 15 in-depth interviews with key members of Food Bank Malaysia and Yayasan Food Bank Malaysia. Thematic analysis identified four critical roles food banks played during the pandemic: (1) building bridges among stakeholders, (2) supporting grassroots initiatives, (3) providing innovative CSR solutions, and (4) advocating for civic activism. These roles positioned food banks as central hubs, connecting underprivileged communities, government bodies, grassroots communities, corporations, and NGOs. Strategic communication via social media was key to mobilizing resources, fostering collaboration, and building long-term community resilience. This study addresses a research gap in understanding the role of NGOs in civic activism during the pandemic in Malaysia.

Keywords: Civic activism, strategic communication, food bank organisation, COVID-19 pandemic, social media