I EAT, I AM is an initiative developed for One Goal Malaysia under the Awareness Through Football (ATF) banner as a means to use football to create awareness on the issue of malnutrition faced by Malaysians, particularly among children. 

A first of its kind in Malaysia, the I EAT, I AM initiative aims to use the star power of local celebrities to spread the message of malnutrition and raise funds to aid in the improvement of nutrition of Malaysian children. Funds raised will be solely donated to support One Goal Malaysia programmes in Malaysia by providing education and promoting balanced nutrition and a healthy lifestyle amongst children. Donate to I EAT, I AM and donate to the future of our nation.