Cracking the Youth Code in Community Events

Organising community events has always come with a familiar challenge: connecting with the youth. While overall turnouts are often strong, at times overwhelming, the younger demographic remains elusive.

In my five years with the Rukun Tetangga, I’ve noticed that festive and patriotic events rarely appeal to them. Free food and cultural performances don’t seem to cut it. Perhaps they don’t want to be seen mingling with the “older” crowd.

So, it’s back to the drawing board with a singular mission: to bring together everyone. That includes youth and mid-aged adults. Being in my early 40s, I asked myself honestly — if I weren’t involved with the Rukun Tetangga or the Majlis Perwakilan Penduduk (MPP), would I attend our usual offering of events, repeated year after year?

There’s nothing inherently wrong with the existing format; it clearly draws crowds. But I’m not satisfied with attracting the same crowd every time. If we were a business, we’d be looking to scale up — launch spin-offs to reach new segments, or at least differentiate our offerings.

Unlike the corporate world, we lack access to professional market research. So, we experiment.

Through this, a pattern emerged. Working adults aren’t enticed by freebies — they’re doers. They’re action-oriented and want to contribute, but they’re also strapped for time, juggling careers, families, and social obligations.

The free makan does not appeal strongly to them, or at least the working adults in SS17, but many were quick to volunteer for street patrols. We also launched the Guardian Angel programme, connecting senior citizens living alone with volunteers. The ask was simple: check-in on these Lone Rangers daily, and in case of emergency or if they are unresponsive, alert their next-of-kin. Volunteers can do the bare minimum, but it warms my heart to see that some have offered to run errands, rides and companionship. We’re only a month into this little but impactful programme, and I hope we continue on an upward trajectory.

Volunteerism isn’t the only draw. Our sports initiatives through MPP Zone 1 have brought new life to our calendar. In May, we kicked off community pickleball sessions, open to residents in Zone 1 (effectively the SS areas in Subang Jaya). To ensure adequate playing time for all participants, each neighbourhood via their community leader received a set number of invites, with unused spots reallocated after a cut-off.

Residents from SS14, SS17, SS18, and SS19 eagerly snapped up their slots. Participants spanned all ages, from teenagers to senior citizens, enjoying both the game and the camaraderie. The response was so positive we held a second session in June, and it’s now a monthly fixture.

We’re applying the same model to football. Our inaugural community game took place at Stadium 3K, SS13, on June 14, and plans are underway for July’s game. Our players, many of whom did not know each other before the start of the game, learnt about the session from their respective local community leader. So, reach out to them if you would like to join our friendly kickabout.

I was pleasantly surprised that our first game attracted mostly lads under-30. As I mentioned, this demographic has been elusive at community events. It’s like sighting a unicorn!  But what made it truly special was the blend of ages. Our oldest player was 71. Because really, it’s not about age. It’s about coming together, breaking a sweat, and having fun.

With each new initiative, we’re not just filling slots in a calendar; we’re building stronger connections across generations. And if a game, a patrol, or a daily check-in sparks that sense of belonging, then we’re well on our way.