Just my 2 cents but there is a touch of cultural responsibility here. Filipino parents who send their kids to university/college and live away generally put a lot of pressure on them to succeed. Pride in academic and athletics is important for those attending their college, so a lot of time is spent studying or practising.
However, this is also the first time for many young filipinos to be independent from their family (no maid, no mother/father to help them out), and use it cooking, cleaning, socialising (A LOT OF SOCIALISING, if you don't believe me check out the streets at night during the end of a school day). Students are torn between a mix of doing well, and enjoying their life...as they revel in new found freedoms and independence.
On the other side of the spectrum, those that struggle to pay fees in university spend their time doing other jobs just to support their degree and maintain independence. This leads to cramming and finding time to study decreases, with the only sacrifice being sleep (same thing that happens with those that want to socialise).
On top of being kind, helpful, and generous, Filipinos are also proud people, they will try not to accept handouts or help where possible if they feel the person feels sorry for them, especially if they are not close to them. Their response is more work to catch up (financially or academically).
Additionally, course material may also be too hard, but in order to catch up, students will work extra hard, put in more hours.
In my opinion, if you're not even a bit sleep deprived, then you're doing college/university wrong :)
However, to solve sleep deprivation, make it more well known what an issue it is. Do posters, talks, and adverts about how ill health and poor academic performance are affected by lack of sleep. Additionally, try to keep lectures at normal times (9am to 5pm latest) and avoid weekends. I've known some lectures to take place at 7 or 8pm for 2 hours.
Source: ex-Student, filipino, friends who are filipino at colleges