Cover image via Sue Ann Kong (Provided to SAYS)
Follow us on Instagram, TikTok, and WhatsApp for the latest stories and breaking news.
When Sue Ann Kong adopted two strays from Voice For Paws, she didn't just gain furry companions, she also unexpectedly found her purpose
Sue Ann with baby Scallop, her first adopted rescue in 2022.
Image via Sue Ann Kong (Provided to SAYS)The 42-year-old Ipoh native, who is also the CEO & Head of Creative & Culture at Star Tek Group, is now a very proud pawrent of four strays and leads #ExecuteAWA.
So, what exactly is ExecuteAWA?
It's Malaysia's first national community movement turning public outrage into action — using data, collaboration, and a united voice to push animal welfare authorities to enforce the Animal Welfare Act 2015 and punish offenders.
"ExecuteAWA is essentially a a professional movement with a truly diverse community behind it who are true-blue, exemplary #decenthumans. They may not all be animal lovers, but they are sensible citizens against cruelty, and unsung heroes who feed, foster, rescue, and advocate for strays in silence," Sue Ann shared with SAYS in an interview.
The organisation's focus is on united efforts for animals, and to protect, prioritise, and propel animal welfare frameworks above all else.
Launched in May 2025, the national movement's name gives force and urgency to fairly and humanely implement Malaysia's Animal Welfare Act (AWA) 2015
While the Act makes animal cruelty a punishable offence, enforcement has been weak.
"Cases of animal abuse have seen a disturbing spike for the past 10 years because perpetrators continue to walk free, uncaught and unpunished, due to weak enforcement of current penalties existing under AWA 2015," Sue Ann explained.
According to her, this proves that proposals to reform with new policies are futile if current regulations are not first honoured and correctly executed with integrity, consistency, and precision.
Besides that, other factors that influence cases of animal cruelty in Malaysia stem from a mix of cultural, systemic, and governance-related issues that aren't only about individual behaviour, but also institutional neglect.
The tipping point came with the wrongful death of Kopi, a gentle stray that was unlawfully shot by the local council in Besut, Terengganu, in October 2024
Public outrage grew when no one was held accountable. That's when Sue Ann and her team of volunteers decided to take a stand. Kopi was essentially the painful trigger that sparked her sense of personal responsibility to the cause.
"It is the right time to deploy a humanity mission at a national level now because 2025 is the 10th anniversary since AWA 2015 was gazetted, yet crimes against animals have only seen a highly disturbing spike of almost 800% between 2016 to 2024.
"The frequency and brutality of animal cruelty in the country have also extensively worsened and needed to be made known to the public for greater awareness and action amongst communities," said Sue Ann, speaking on why the movement chose to act now.
In just seven months, #ExecuteAWA has achieved quiet but powerful milestones for Malaysia's animal welfare movement, including the following:
- Launched Malaysia's first animal welfare website, which highlights growing public frustration over animal cruelty, raises awareness, channels action, and attracts both local and international support for stronger animal rights and protection.
- United diverse stakeholders to create Malaysia's first national ecosystem promoting a "collaboration over competition" culture, bringing together expertise and resources to accelerate collective animal welfare efforts nationwide.
- Conducted extensive research and data collection that helped define #ExecuteAWA's structure and mission, attracting skilled supporters and building a strong, data-driven movement.
- Developed powerful, up-to-date data and statistics that urge policymakers to end cruelty and phase out violent catch-and-kill practices, advocating instead for a humane and progressive #NationalTNVR³MPolicy.
- Mobilising partners to soon launch Malaysia's first national stray population management programme, aligning efforts among communities, local councils, and authorities to harmonise nationwide spay-and-neuter initiatives.
- Formed partnerships with integrity-driven organisations including SPCA Selangor, the Muslim Consumer Association of Malaysia (PPIM), Counsel of Claws (CoC), New Life Animal Shelter (NLAS), and others, united by values of justice, compassion, and solidarity.
- Prepared high-impact proposals to mobilise stakeholders, turning research findings into community-led initiatives that drive real, lasting change for animals.
- Collaborated with media partners to create positive, inspiring content that celebrates Malaysia's many #UnsungHeroes, promoting unity and a #positiveecosystem mindset for animal welfare.
- Conducted national surveys, revealing public distrust in animal welfare governance, and using data to push for greater accountability, transparency, and reform among authorities.
- Empowered citizens to turn their pain and anger into positive action through advocacy, rescue, fostering, volunteering, sponsorship, and other compassionate efforts.
- Currently handling eight active cruelty cases, guiding communities and witnesses to report, document, and pursue legal action against perpetrators.
- Received 268 reports across 19 cruelty cases between May and November 2025, helping to document inaction and demand fair investigations and prosecutions.
- Attracted nearly 3,000 sign-ups from local and international supporters, uniting voices under one mission to end animal cruelty and restore compassion in Malaysia.
- Produced over 11,000 social media posts in just seven months, spreading nationwide awareness and rallying Malaysians toward a kinder, more humane society.
"The illegal shooting of Kopi in Besut, Terengganu last October 2024 really opened my eyes to the extreme collapse of accountability from institutional decay and corrupt governance. This is what led to #ExecuteAWA's core pursuit for justice, integrity, and humanity.
"It is clear that we need a national reset — one that turns public anger into national power for systemic change. And equally at every given opportunity, we hope to continuously restore more positivity, diversity, and unity in the ecosystem as we commit to celebrating and honouring all and any good efforts that protect the welfare of the voiceless.
"No judgement. No condemnation. Just basic respect, empathy, and lots of encouragement for any parties wanting to be of service to our animals — no matter the capacity," Sue Ann said, extending open invitation for more talents to contribute to her mission's pillars for sincere overhaul of a broken system.
Watch a video of #ExecuteAWA's rally in Dataran Merdeka below:
At its core, #ExecuteAWA is driving a national movement for a genuine, long-term shift in how Malaysia protects and treats animals through these key initiatives:
- Tougher laws and penalties: Push for harsher punishments, longer jail terms, and felony-level charges for animal cruelty because #AnimalCrueltyMustCost.
- Nationwide no-kill policy: Mandate a #NationalNoKillPolicy for strays.
- Humane population control: Adopt a compassionate approach through #ExecuteTNVR³M (Trap–Neuter–Vaccinate–Reclaim/Rehome/Release–Manage).
- Reform animal pounds: Transform profit-driven, unethical pounds into volunteer or NGO-led rehabilitation centres focused on spaying, neutering, treatment, vaccination, and regular adoption drives.
- Ban unethical breeding: Ban breeders and promote ethical pet ownership through nationwide #adoptdontshop programmes, tackling the overpopulation crisis at its root.
- Compulsory microchipping: Ensure every pet #GetChippedNotLost, promoting responsible ownership and reducing pet abandonment.
- End profit-based animal control: Stop rewarding aggressive, law-breaking contractors, and instead encourage collaboration between community volunteers, HOAs, and NGOs to safely integrate gentle strays into neighbourhoods or relocate combative ones to shelters.
- Demand transparency from authorities: Introduce measurable KPIs for the Department of Veterinary Services (DVS) to ensure accountability and follow-through in all animal abuse and cruelty cases.
- Promote collaboration and reform: Make stakeholder engagement between government and animal welfare groups a national priority to strengthen laws and drive lasting reform.
- Allocate state land for sanctuaries: Urge state governments to set aside land for state stray sanctuaries and shelters, ensuring public safety while supporting nationwide TNVR³M programmes for long-term stray management.
- Train and certify enforcement officers: Require all animal welfare authorities to undergo mandatory refresher courses on laws, regulations, and SOPs before conducting enforcement, ensuring that only officers with a valid authority card (per Section 38(2) of the Animal Welfare Act 2015) can operate.
- Build pet-friendly public spaces: Advocate for more pet recreational facilities in every state, with sustainable maintenance plans.
And many more initiatives to ensure Malaysia's compassion for animals is backed by lasting, systemic change.
When asked what justice would look like for Malaysia's animals, Sue Ann shared, "Justice for strays is when a progressive Malaysia enables strays to roam safely under the protection of strict laws, where abandonment is severely penalised, and where humane education is integrated into school curriculum to cultivate compassion from a young age, as practised in progressive nations like France, India, Sweden, and Pakistan."
SPCA Selangor chairman Christine Chin further echoes this sentiment, "When you sow the seeds of kindness and compassion towards animals, you are also sowing the seeds of kindness and compassion towards human beings."
While challenges remain, Sue Ann is encouraged by the public's support, explaining how even Malaysians who aren't animal advocates resonate with #ExecuteAWA's values of humanity, integrity, and justice.
In the future, she hopes to gain more government support to transform the movement's vision into tangible, nationwide impact for the long-run. Another specific goal of note is the involvement of more stakeholders representing different layers of the animal welfare communities (i.e. vets, NGOs, rescuers, etc.)
"Social, cultural, and organisational diversity is key to ensuring that the mission always invites, adopts, and achieves a balanced perspective to impacting positive and lasting change to the cause," she said.
Sue Ann's message to Malaysians is simple but powerful:
"To the authorities — recognise and stop the abuse. To the legislators of this country — lead with humanity and compassion, not apathy or convenience. To the people of Malaysia — we continue to stand together as a progressive and humane Malaysia to demand justice, humanity, and accountability for the voiceless.
"For our animals, we will persevere with patience, we will forge ahead with determination for change. Committedly and collectively, us rakyat shall move Malaysia closer to the compassionate nation we're meant to be.
"For there is strength in numbers because #togetherstronger, because #togetherboleh, and because #togetherlovealwayswins!"
Everyone can help, even in the smallest ways
Fighting for animal welfare is by no means a competition to see who is doing what, how much more, and how long they've done it. It also doesn't mean you have to adopt or rescue strays yourself, or even go out to rallies to make yourself heard.
Animal welfare is a willing, noble fight to say the least, so to each, his own. Of course, all the aforementioned actions are encouraged, but it's also perfectly understandable that not everyone may be able to do those things.
The quickest, easiest yet most influential way to make a stand against animal cruelty in Malaysia is by registering your support on the #ExecuteAWA website, to be counted as a voice for the voiceless.
You can also spread word about the cause to your friends and family, as well as learn more about animal welfare through the resources on the site.
For collaborations or to support Malaysia's mission for stronger, more inclusive animal care, contact the #ExecuteAWA team at [email protected].
Paws what you're doing and check out Furever Friends for more stories, videos, and updates!
