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MEDIA AND PR CAMPAIGN Addressing Adverse Public Perception of Plastics
MEDIA AND PR CAMPAIGN
Addressing Adverse Public
Perception of Plastics
Media and PR Campaign
MPMA had undertaken a Media and PR
Campaign to address the increasingly
negative public perception of plastics,
which are largely based on
misconceptions.
Media & PR Campaign
MPMA appointed Millennium Associates,
a niche PR agency to undertake its
Media and PR Campaign, effective 1
January 2012.
Overall Strategy
4
Anti-litter – ‘Don’t Be a
Litterbug’ Campaign
Anti-litter and 3Rs:
Reduce, Reuse, Recycle
Plastics Sustainability
Result: Plastics makes it possible
1. Engage audience
2. Displace negative perceptions
3. Educate and promote
Communications Strategy 1. Engage audience
Break through barriers
Create trust and involvement
Create mutual benefit
2. Displace negative perceptions
Reinforce identity of culprit
Launch positive message
Deepen relationship
3. Educate and promote
Promote positive message
Influence audience
Reinforce positive message
5
ENGAGE
DISPLACE
EDUCATE
AND
PROMOTE
Proposed Platforms
6
ENGAGE
DISPLACE
EDUCATE
AND
PROMOTE
Anti-litter – ‘Don’t Be a
Litterbug’ Campaign
Anti-litter and 3Rs:
Reduce, Reuse, Recycle
Plastics Sustainability
Result: Plastics makes it possible
Overall Timeline
7
Anti-litter – ‘Don’t Be a
Litterbug’ Campaign
Anti-litter and 3Rs:
Reduce, Reuse, Recycle
Plastics makes it possible
Plastics Sustainability
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Advertorial to promote the anti-
litter campaign The advertorial carried 4 articles, namely
‘Plastics Industry Fights Litter’,
‘Malaysian Plastics Forum Commitment Statement’,
‘Litterbugs are Harming the Environment’ and
‘Essential for Modern Living’.
MPF had also submitted two additional articles entitled ‘Plastics help save the planet’ and ‘Carbon Sinks in Landfills’ in conjunction with the advertorial.
The MPF advertorial in Sin Chew
Launch of anti–
litter campaign
The ‘Don’t be a Litterbug’
campaign was officially
launched by Mr Yong
Bun Fou, Deputy
Secretary General
(Policy and
Development), Ministry of
Housing and Local
Government, on behalf of
YB Datuk Seri Chor
Chee Heung, Minister of
Housing and Local
Government , on 23 June
2012 at MPMA’s 45th
Anniversary Dinner.
PERAK: The ‘Gangnam Style Anti Litter Parody - Don't Litter, it's not trendy!’ video
was launched in conjunction with the ‘Hi-5 ME (Mother Earth) - Don’t Be a
Litterbug’ Campaign at the MPMA Perak Branch Dinner on 21 September 2012 by
the Guest-of-Honours. View the video on www.facebook.com/DontbeaLitterbug
Plastics manufacturers say 'no' to litter
JOHOR BAHRU: The Malaysian Plastics Manufacturers Association (MPMA) Johor
Branch recently made a pledge towards keeping the environment clean during the
celebration of its 24th anniversary at the Grand Straits Garden Seafood Restaurant,
here. Lim Kok Boon (third from right) and members of the MPMA Johor Branch
waving ‘Hi-5s’ on stage. The second video ‘Littering is for LOSERS’ was launched
in conjunction with the anniversary dinner.
Plastics manufacturers say 'no' to litter
PENANG: The Malaysian Plastics Manufacturers Association (MPMA) Northern
Branch on 3 Nov 2012 made a pledge towards keeping the environment clean
during the celebration of its 21st anniversary at the Sunway Carnival Convention
Center, here. Lim Kok Boon (third from left) and members of the MPMA Northern
Branch waving ‘Hi-5s’ on stage.
Hi-5 ME (Mother Earth) –
‘Don’t Be a Litterbug’
Public Campaign Activities
Collaboration with Partners for
Media and PR Campaign
MPF has collaborated with Waterfall Survivors and Lions Club, who are active environment NGOs and would continue this collaboration on the ’Hi 5’ anti-litter campaign at selected shopping malls/streets in the capital city of Kuala Lumpur as well as other major cities in the country.
Further collaborations are being pursued with various NGOs as well as relevant government authorities.
Hi-5’ ME (Mother Earth) – Don’t
Be a Litterbug Campaign 4 August 2012 - Bukit Bintang, KLCC
and Masjid Jamek in Kuala Lumpur
6 October 2012 - Sutera Mall in Johor Branch
2 December 2012 – 1Utama Shopping Mall, PJ
9 December 2012 – Paradigm Mall, PJ
4 August 2012, ‘Hi-5 ME (Mother Earth) Don't Be a Litterbug’ Campaign was successfully
undertaken by the volunteers from MPF/MPMA and Waterfall Survivors at Bukit Bintang, KLCC and
Masjid Jamek Kuala Lumpur. The campaign had received an overwhelming support from the public
and was featured in various media such as The Star (online and print), Kosmo, Bernama TV News,
Minnal FM etc.
MPF/MPMA’s ‘Hi-5 ME
(Mother Earth) Don’t Be
a Litterbug’ Public
Campaign at KL was
featured on the The
Star newspaper 2nd
page – 5 August 2012
MPF/MPMA’s ‘Hi-5 ME (Mother
Earth) Don’t Be a Litterbug’
Public Campaign at KL was
featured on the Kosmo Online –
9 September 2012
6 October 2012, MPF/MPMA's 2nd ‘Hi-5 ME (Mother Earth) Don't Be a Litterbug’
Campaign was successfully undertaken by the volunteers from MPF/MPMA and
Waterfall Survivors at Sutera Mall, Skudai, Johor and had received an overwhelming
support from the public. The event was featured in various media.
2 December 2012, MPF/MPMA's 3rd ‘Hi-5 ME (Mother Earth) Don't Be a Litterbug’
Campaign was successfully undertaken by the volunteers from MPF/MPMA at 1Utama
Shopping Mall, Petaling Jaya. The campaign had received an overwhelming support
from the public and was featured in various media.
9 December 2012, MPF/MPMA's 4th ‘Hi-5 ME (Mother Earth) Don't Be a Litterbug’ Campaign
was successfully undertaken by the volunteers from MPF/MPMA and Lions Club KL North at
Paradigm Mall, Petaling Jaya. The campaign had received an overwhelming support from the
public and media.
Don’t Be a Litterbug’ and 3Rs
Awareness Programme
30 October 2012 - MPMA-ExxonMobil
‘Don’t Be a Litterbug’ and 3Rs
Awareness Programme at Sekolah
Rendah Sri Sempurna (Private School)
8 November 2012 – MPMA Northern
Branch ‘Don’t Be a Litterbug’ and 3Rs
Awareness Programme at Jit Sin
Independent Secondary School
30 October 2012, MPMA-ExxonMobil ‘Don’t be a Litterbug’ and 3Rs Awareness
Programme at Sekolah Rendah Sri Sempurna. The event was attended by about 250
students from Standards 4, 5 and 6, and teachers of Sekolah Rendah Sri Sempurna.
8 Nov 2012, A ‘Don’t Be a Litterbug’ and 3Rs Awareness Programme was organised
by MPF/MPMA at the Jit Sin Independent High School, Bukit Mertajam, Penang. About
700 students had participated in the event.
‘Don’t be a Litterbug’ Videos
To promote the ‘Don’t be a Litterbug’ campaign, 2 videos had been developed using a local talent - Mr Ho Yuhang.
‘Gangnam Style Anti-Litter Parody’ was
launched at the MPMA Perak Branch Dinner on 21 September 2012.
The second video titled ‘Littering is for Losers’
was launched at the MPMA Johor Branch Dinner on 12 October 2012.
The videos are accessible via the ‘Don’t be a Litterbug’ Facebook page.
As of current, the video has almost 10,000 hits and is listed under ‘Global Anti-litter Commercials’ playlist under YouTube for the ‘Gangnam Style Anti-Litter Parody’. However, the ‘Littering are for Losers’ video has over 400 hits.
Members are requested to share the videos with all staff, friends, family members, associates, etc.
Media Interviews
MPF/MPMA had been invited for several
media interviews subsequent to the
Launch of the anti-litter campaign and
will continue to work towards ‘securing’
media coverage so that the ‘Don’t be a
Litterbug’ campaign obtains the desired
public awareness.
Media MPF/MPMA
Representative
Date of
Interview Topic
1 The Star Email Interview
(MPMA) 25-Apr-12 Don't be a Litterbug
2 Sin Chew En Ahmad
Khairuddin 7-Jun-12 ESH on Polystyrene
3 Sin Chew
En Ahmad
Khairuddin &
Mr CC Cheah
20-Jun-12 Plastics ESH & Don't be a
Litterbug
4
Sin Chew Daily, China Press, Plastics & Rubber
Asia, Plastics News, Nanyang, 8TV Chinese
News.
Mr Lim Kok Boon 23-Jun-12
Media Briefing on the Don’t
Be a Litterbug Campaign
Launch in conjunction with
the MPMA 45th Anniversary
Dinner
5 RTM TV1 'Selamat Pagi 1Malaysia' En Ahmad
Khairuddin 25-Jun-12
Plastics ESH & Don't be a
Litterbug
6 Steve Toloken, U.S. Magazine on Plastics News
in China Mr Lim Kok Boon 25-Jun-12
Plastics ESH & Don't be a
Litterbug
7 RTM Minnal FM (Tamil Radio Channel) Mr Sri Umeswaran 26-Jun-12 Plastics ESH & Don't be a
Litterbug
8 Capital FM on air with Asha Gill (Radio Channel) Pn Noraini 2-Jul-12 Plastics ESH & Don't be a
Litterbug
Media MPF/MPMA
Representative
Date of
Interview Topic
9 Bernama Mr Lim Kok Boon 10-Jul-12 Plastics ESH & Don't be a
Litterbug
10 RTM TV2 ‘ Vasantham’ (Tamil Talk Show
Programme) Mr Sri Umeswaran 5-Aug-12
Plastics ESH & Don't be a
Litterbug
11 RTM Minnal FM (Tamil Radio Channel)
(Telephone Interview) Mr Sri Umeswaran 6-Aug-12
Hi-5 ME-‘Don't be a
Litterbug’ Public Campaign
12 BFM 89.9 (The Business Station) Mr Lim Kok Boon 14-Aug-12 Plastics ESH & Don't be a
Litterbug
13 VenusBuzz.com - Malaysian Women's Lifestyle
E-Magazine Mr Lim Kok Boon 17-Aug-12
Plastics ESH & Don't be a
Litterbug
14 8TV Quickie Talk show En Ahmad
Khairuddin 31-Oct-12
Plastics ESH & Don't be a
Litterbug
15 News Straits Times Newspaper: Lifestyle and
Health Column Mr Lim Kok Boon 14-Nov-12
Plastics ESH & Don't be a
Litterbug
16 Akhbar Sinar Harian (Telephone Interview) Mr Sri Umeswaran 20-Nov-12 Plastics ESH & Don't be a
Litterbug
2 July 2012, Capital FM Radio
Interview - Pn Noraini S Talib,
Vice-President of MPMA was
interviewed by Ms Asha Gill
from Capital FM on ‘Don’t Be a
Litterbug’ Campaign.
25 June 2012, En Ahmad Khairuddin, MPF’s Chairman, Education and Awareness and
Mr Sri Umeswaran, Environment Executive had represented MPF to appear live on
‘Selamat Pagi 1Malaysia’ RTM TV1 Programme to speak on Plastics ESH and
MPF/MPMA’s ‘Don’t be a Litterbug’ campaign.
5 August 2012,
Sri Umeswaran was
interviewed as a Panel on
RTM TV2 ‘Vasantham’
Programme, a Tamil talk
show. He had represented
MPF to speak on Plastics
ESH, Plastics Recycling as
well as to promote the ‘Don’t
Be a Litterbug’ Campaign.
26 June 2012,
Sri Umeswaran was
interviewed as a Guest
Speaker on Plastics ESH and
‘Don’t Be a Litterbug’
campaign at RTM’s Minnal
FM 92.3 (Tamil Radio
Channel) for a Health
Programme.
10 July 2012, Bernama Media Interview
Reporter from Bernama interviewed Mr Lim Kok Boon on 10 July 2012 on the
‘Don’t be a Litterbug’ Campaign and Plastics: Environment, Safety and Health.
13 Aug 2012, BFM Radio
Interview
Mr Lim Kok Boon was
interviewed on the Plastics:
Environment, Safety and
Health Programme as well
as on the ‘Don’t Be a
Litterbug’ Campaign by BFM
89.9 Business Station. The
interview was aired on 17
August 2012.
16 Aug 2012, VenusBuzz
Interview
Mr Lim Kok Boon was interviewed
by the Venusbuzz.com online
portal on the “Don’t be a Litterbug”
Campaign and the Plastics:
Environment, Safety and Health.
The online portal is a Women’s
Media Network dedicated to
building an avenue to celebrate
Women at every stage in life.
30 October 2012, En Ahmad Khairuddin, acted as the
representative/spokesperson for MPF/MPMA in 8TV Quickie Talkshow to speak on
the ‘Hi-5’ ME (Mother Earth) – ‘Don't Be a Litterbug’ Campaign The session was
aired live at 12.00 am on 31 October.
14 November 2012, Mr Lim Kok Boon was interviewed by Ms Nadia Badarudin, a
columnist for Lifestyle and Health, NST on the “Don’t be a Litterbug” Campaign
as well as the Plastics: Environment, Safety and Health.
18 February 2013, Mr Lim Kok Boon together with En Abdul Rahman,
Environmental Health Officer from Kuala Lumpur City Hall (DBKL) was
interviewed at BFM 89.9 (Radio Channel) on the “Don’t be a Litterbug” Campaign
as well as the ‘No Free Plastic Bag Day’.
MPF/MPMA’s ‘Don’t Be a
Litterbug’ campaign featured
in NST – 8 January 2013
MPF/MPMA’s ‘Don’t Be a
Litterbug’ Campaign has
reached the media’s attention,
the latest being in the Life and
Times Health section of the
New Straits Times, where a
full page was dedicated on
littering. The page had
mentioned about the
MPF/MPMA campaign and
quoted the source as
MPF/MPMA.
‘Don’t be a Litterbug’ Facebook
A facebook account, ‘Don’t be a Litterbug’ was set up to help MPF spread the anti-litter message to the public.
Visit the facebook site at: www.facebook.com/DontbeaLitterbug
To-date, the Facebook had garnered 342 ‘Likes’ due to publicity made during Hi-5 ME campaigns and other events such as branch dinners.
2 July 2012 - The Star
Ms Nursyamimi Ahmad
Jamil, a follower of MPF’s
‘Don’t Be a Litterbug’
facebook group had
writen to Views Section on
The Star newspaper
praising MPF’s effort in
addressing the issue of
pollution and
environmental harm
caused by littering.
Why is the
Commitment
Statement part of the
anti-litter campaign?
It is a strong and
purposeful statement
against the issue of
littering and is in line
with MPMA’s
commitment to the
Global Marine Litter
Declaration
More than 100
members have signed
Commitment Statement
Objectives To create awareness on the issue of littering
To reach a collective understanding of the importance of anti-litter amongst members
To be the driving for MPMA Members’ CSR programmes
To change the mindset and perception of the public towards plastics
To advocate and sustain the belief of anti-littering through the Commitment Statement
46
Outreach Programmes and
Activities
28 September 2012 - Plastics ESH Talk to Rotary Club of Shah Alam
22-23 October 2012 – 22nd Asia Plastics Forum (APF)
17 November 2012 - National Recycling Day, ‘Go Recycle Run’
21 November 2012 - Seminar & Workshop on Sustainable Waste Management through 3Rs (Reduce, Reuse, Recycle) - Clean & Beautiful City for Local Agenda 21 KL
21 January 2013, MPMA was invited to the Program ‘Sehari Bersama Aktiviti Kitar Semula dan Kempen Pengurangan Penggunaan Beg Plastik’ (Programme for Recycling Activities and Plastic Bag Reduction Campaign) organised by the Ministry of Federal Territories and Urban Wellbeing at the Sunway Putra Hotel.
2 August 2012, Plastics ESH Talk to Inner Wheel Club
MPF/MPMA was invited by the Committee of Inner Wheel Club (Women’s Wing of
Rotary Club) to present an awareness and educational talk to their members on
the Plastics: Environment, Safety and Health programme. En Ahmad Khairuddin
presented the talk to about 40 members at the Royal Selangor Club, Bukit Kiara.
22-23 October 2012, 14th AFPI and 22nd APF was held in Ho Chi Minh, Vietnam.
Malaysian delegation comprised 18 members. The MPF/MPMA’s ‘Don’t Be a
Litterbug’ campaign and videos were promoted at the conference.
17 November 2012, National Recycling Day, ‘Go Recycle Run’
The event took place as scheduled. MPF/MPMA managed to organise a team of
245 runners from 10 member companies. The MPF/MPMA team wore ‘Don’t be a
Litterbug’ t-shirts sponsored by Lotte Chemical Titan (M) Sdn Bhd
21 November 2012, Seminar & Workshop on Sustainable Waste Management
through 3Rs - Clean & Beautiful City for Local Agenda 21 KL. MPF/MPMA’s ‘Don’t
Be A Litterbug’ campaign was acknowledged by DBKL. The KL Mayor is pleased
with our efforts and has invited MPF/MPMA to collaborate with LA 21 for ‘Don’t be
a Litterbug’ awareness programmes in the KL region. The collaborative
programme will be launched by the KL Mayor on 2 March 2013.
En Ahmad Khairuddin had presented on ‘Plastics for Sustainability’. The
programme was attended by officials and partners of Local Agenda 21
(LA21) from all 3 federal territories – Kuala Lumpur, Labuan and Putrajaya.
The programme was officiated by Dato' Adnan bin Haji Md Ikshan,
Secretary- General of the Ministry of Federal Territories and Urban
Wellbeing, who acknowledged in his closing address that plastics is a
unique invention especially plastic bags which should be managed
correctly, rather than imposing a ban.
21 January 2013, MPMA was invited
to the Program ‘Sehari Bersama
Aktiviti Kitar Semula dan Kempen
Pengurangan Penggunaan Beg
Plastik’ (Programme for Recycling
Activities and Plastic Bag
Reduction Campaign) organised by
the Ministry of Federal Territories
and Urban Wellbeing at the Sunway
Putra Hotel.
2 March 2013, ‘Hi 5 ME (Mother Earth) ‘Don’t Be a Litterbug’ Public Campaign at Bukit
Bintang, KL was headed by MPMA together with the Bukit Bintang Central Environmental
Committee of Local Agenda 21 DBKL (Kuala Lumpur City Hall). The event was successfully
undertaken by 700 volunteers from partners of LA21 KL cleaning up Bukit Bintang whilst
creating awareness and educating public on anti-littering. The event was launched by the
KL Mayor, YBhg Datuk Seri Hj Ahmad Phesal bin Hj Talib.
15 March 2013, ‘Hi 5 ME (Mother Earth) ‘Don’t Be a Litterbug’ Public Campaign at the Jalan
Duta PLUS toll. MPF/MPMA volunteers distributed thrash bags and the “Don’t be a Litterbug”
car stickers to drivers stopped at the toll. The trash bags provided to drivers are to ease the
disposal of rubbish and to encourage drivers not to litter.
23 March 2013, MPF/MPMA collaborated with Setia City Mall on its Earth Hour CSR project
in ‘Hi-5 ME (Mother Earth) Don't Be a Litterbug’ Campaign. MPF/MPMA volunteers gave out
‘Don’t be a Litterbug’ car stickers and encouraging shoppers to dispose of rubbish responsibly.
Upcoming Events
Sunway Pyramid is interested to host Hi-5 ME ‘Don’t Be a Litterbug’ Campaign activities. MPMA is awaiting on the agreed date by Sunway Pyramid.
3 September 2013, MPMA Sustainability Conference 2013
MPMA – DOW ‘Don’t Be a Litterbug’ and 3Rs Awareness Programme 2013 to be organised with MPMA Northern Branch is targeted to be launched on 27 June 2013
Challenges
Adverse Information on Plastics Bags/Plastics Products in School Text Books
‘No Plastic Bag’ day increased to 2 days a week (Fridays and Saturdays) in Selangor on Jan 2013
Penang State Government to ban the usage of Polystyrene and plastics food utensils in 2013
Adverse news on media about littering and plastic waste pollution
Recent Adverse News on Plastics
and Litter
MPMA’s recent reply to Media
MPMA’s Media and PR Campaign
Overall Timeline
60
Anti-litter – ‘Don’t Be a
Litterbug’ Campaign
Anti-litter and 3Rs:
Reduce, Reuse, Recycle
Plastics makes it possible
Plastics Sustainability
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013
On going process
Malaysian Plastics Forum (MPF) c/o Malaysian Plastics Manufacturers Association (MPMA) 37, Jalan 20/14 Paramount Garden, 46300 Petaling Jaya, Selangor DE, Malaysia Tel: 603 7876 3027 Fax: 603 7876 8352 Email: [email protected]
