Vu Hien Linh
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Fix My Food is a regional initiative launched by UNICEF East Asia & Pacific, calling for public and stakeholder engagement to promote a healthier food environment for every child. The initiative has 3 main focus areas, which are:
1. Food Labeling: Clearer and more transparent food labels to help consumers make healthier choices.
2. Sugary Sweetened Beverage (SSB) Taxation: Supporting taxation on sugary drinks as a strategy to protect public health.
3. Unhealthy Food Advertising Near Schools: Protecting children from the influence of unhealthy food marketing in their learning environment.
Marketing is not just a business tool—it can be a vehicle for change.
As a proud RMIT alumna and Head of Initiative Marketing for Fix My Food Vietnam—a UNICEF regional initiative—I’m committed to using the power of marketing to drive social change. Fix My Food aims to promote healthier food environments for children, focusing on raising awareness around sugar-sweetened beverage (SSB) consumption, advocating for clearer food labeling, and limiting unhealthy food marketing near schools. My motivation to pursue this work comes from a deep belief that marketing is not just a business tool—it can be a vehicle for change. With a background in consulting and marketing at KPMG, and now managing my family business, I’ve witnessed how strategic communication influences decision-making.
Taking on a part-time role at UNICEF allowed me to channel those skills into something greater: creating community-driven change and influencing public policy. In 2024, we mobilized over 1,000 young people across 8 youth-led communities, reaching more than 6 million people through social media and school engagement activities. One of our proudest achievements was contributing to the national policy dialogue on sugary drink taxation. Through a formal advocacy workshop with the National Assembly, we presented survey findings from 3,200+ youth participants, making a strong case for public health reform.
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Today, this conversation is gaining national momentum. The Vietnamese National Assembly is actively drafting legislation to impose taxes on sugary beverages in an effort to reduce consumption and protect public health. National media outlets such as VTV24 have recently featured this issue, citing Fix My Food’s youth survey—supplied by UNICEF Vietnam—as key evidence in the public news. Like any public health campaign, we’ve faced challenges, particularly in overcoming deep-rooted cultural perceptions and policy resistance from powerful food industry stakeholders.
But we learned to respond with creativity, collaboration, and community, working from the ground up through peer-to-peer education and strong digital engagement. RMIT gave me the foundation for this journey—practical skills, global perspectives, and a strong alumni network. Being part of this showcase is not only an honor but a reflection of the values RMIT instilled in me: lead with purpose, and leave a lasting impact.