Can a badminton star help tackle Malaysia's iron gap?

Dumex Dugro has appointed Malaysian men's doubles shuttler Nur Izzuddin Rumsani as brand ambassador for its "Iron strong generation" initiative, as the brand ramps up efforts to address childhood iron deficiency anaemia (IDA) in Malaysia.

The appointment was accompanied by a campaign video on social media featuring Izzuddin playing badminton with a young child, as part of efforts to encourage parents to take early action against IDA. In the post, Dumex Dugro highlighted that IDA can have long-term and irreversible effects on brain development, adding that adequate iron intake can support thinking and learning abilities by up to 2.5 times.

The appointment was unveiled at Arena Generasi Kuat Zat Besi in Putrajaya, an event organised as part of the fourth edition of Dumex Dugro's "Iron strong generation" campaign. The initiative aims to raise awareness of IDA and encourage early screening among young children.

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In conversation with A+M, Yee Pek Kuan, marketing director of Danone Malaysia and Singapore, said the initiative forms a key part of Dumex Dugro's broader strategy in Malaysia and aligns with Danone's Dual Project philosophy of pursuing economic success alongside social progress.

She added that the campaign aims to position Dumex Dugro beyond product marketing by focusing on science-backed nutrition, evidence-based education, early screening access and cross-sector partnerships to tackle IDA.

The event also brought together policymakers, healthcare professionals and researchers, who called for stronger action to tackle childhood IDA, including mandatory non-invasive screening for children aged one to five.

According to experts at the event, one in three Malaysian children is at risk of iron deficiency anaemia, a condition that often presents no visible symptoms but can affect brain development, learning ability and overall growth.

Beyond awareness, discussions at the event focused on the broader economic implications of childhood iron deficiency anaemia. During a panel session titled "Iron strong kids, stronger economy – protecting Malaysia's future workforce & productivity", speakers highlighted the need for more systemic interventions to address the issue.

Arena Generasi Kuat Zat Besi is being held in partnership with Lotus's Malaysia at IOI City Mall until 21 June. Families can access free non-invasive IDA screenings, growth assessments, educational activities and product promotions during the event.

Dumex Dugro said the initiative will continue through a series of roadshows at selected Lotus's stores nationwide from July to November 2026, extending the "Iron strong generation" campaign to more communities across Malaysia.

Yee added that Izzuddin was selected as ambassador because he combines "credibility and relatability" as a national athlete, a father and someone who grew up with Dumex Dugro.

"He authentically represents performance, discipline and care for children's development, making him a trusted voice to inspire parents to take early action on IDA," she said.

“Over the past four years, our focus has been on closing the gap between awareness and action by investing in science-backed solutions, scaling access to screening, and making IDA easier for parents to act on. What today’s discussion shows is that this cannot be driven by one organization alone," said Yee.

She added, "When industry, policymakers, healthcare professionals, researchers, media, and parents move in the same direction, that’s when real progress becomes possible. We will keep building that bridge, turning science into accessible solutions and reaching families earlier, while partnerships with icons like Izzuddin help us connect more meaningfully with Malaysians.”

According to Yee, approximately 70,000 Malaysian children had been screened for the risk of IDA through the programme as of 2025.

Looking ahead, she said the brand will continue investing in on-ground activations and digital platforms, while deepening engagement with healthcare professionals, researchers and public sector stakeholders as the roadshow expands nationwide.

Speaking at the event, Izzuddin said learning about the impact of IDA on brain development had given him a new perspective as a father.

"When I found out about the impact of IDA on brain development, it really opened my eyes as a father. What stood out to me about Dumex Dugro's Iron Strong Generation initiative is that they are going beyond awareness by making screening more accessible and helping parents understand this issue," he said.

He added, "That's why I'm proud to be part of this mission, to encourage more families to take that first step, because early action can make a big difference in our children's future."

The latest push builds on Dumex Dugro's ongoing efforts to tackle iron deficiency anaemia in Malaysia. Last year, the brand launched its "Generation iron strong" campaign, highlighting the role of iron in supporting children's physical growth, cognitive development and immune health.

The campaign featured five Malaysians, including Paralympic shot putter Muhammad Ziyad Zolkefli, content creator Mekyun, biotechnologist Mahaletchumy Arujanan, nanotech engineer Fakhirah Khairuddin and cultural performer Dion Das Louis, who all grew up on Dumex Dugro.

Created by Muma Malaysia, the initiative marked the third year of the brand's long-term commitment to addressing IDA. Since launching in 2023, the campaign has focused on awareness, early detection and prevention, with the goal of helping eradicate iron deficiency anaemia by 2028. The first year included free screenings and a pledge drive that garnered more than one million commitments from parents.

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