MEDIA AND PR CAMPAIGN. Addressing Adverse Public Perception of Plastics

Transcription

1 MEDIA AND PR CAMPAIGN Addressing Adverse Public Perception of Plastics

2 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.

3 Media & PR Campaign MPMA appointed Millennium Associates, a niche PR agency to undertake its Media and PR Campaign, effective 1 January 2012.

4 Overall Strategy Anti-litter Don t Be a Litterbug Campaign 1. Engage audience Anti-litter and 3Rs: Reduce, Reuse, Recycle 2. Displace negative perceptions Plastics Sustainability 3. Educate and promote Result: Plastics makes it possible 4

5 Communications Strategy ENGAGE DISPLACE EDUCATE AND PROMOTE 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

6 Proposed Platforms Anti-litter Don t Be a Litterbug Campaign ENGAGE DISPLACE Anti-litter and 3Rs: Reduce, Reuse, Recycle EDUCATE AND PROMOTE Plastics Sustainability Result: Plastics makes it possible 6

7 Overall Timeline Q Anti-litter Don t Be a Litterbug Campaign Q Q Q Anti-litter and 3Rs: Reduce, Reuse, Recycle Plastics Sustainability Q Q Q Plastics makes it possible 7

8 Advertorial to promote the antilitter 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.

9

10 MPF had also submitted two additional articles entitled Plastics help save the planet and Carbon Sinks in Landfills in conjunction with the advertorial.

11 The MPF advertorial in Sin Chew

12 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.

13 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

14 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.

15 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.

16 Hi-5 ME (Mother Earth) Don t Be a Litterbug Public Campaign Activities

17 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.

18 Hi-5 ME (Mother Earth) Don t Be a Litterbug Campaign 4 August Bukit Bintang, KLCC and Masjid Jamek in Kuala Lumpur 6 October Sutera Mall in Johor Branch 2 December Utama Shopping Mall, PJ 9 December 2012 Paradigm Mall, PJ

19 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.

20 MPF/MPMA s Hi-5 ME (Mother Earth) Don t Be a Litterbug Public Campaign at KL was featured on the The Star newspaper 2 nd page 5 August 2012

21 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

22 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.

23 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.

24 9 December 2012, MPF/MPMA's 4 th 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.

25 Don t Be a Litterbug and 3Rs Awareness Programme 30 October 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

26 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.

27 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.

28 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 The second video titled Littering is for Losers was launched at the MPMA Johor Branch Dinner on 12 October 2012.

29 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.

30 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.

31 Media MPF/MPMA Representative Date of Interview Topic 1 The Star 2 Sin Chew 3 Sin Chew Interview (MPMA) En Ahmad Khairuddin En Ahmad Khairuddin & Mr CC Cheah 25-Apr-12 Don't be a Litterbug 7-Jun-12 ESH on Polystyrene 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 45 th 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 8 Capital FM on air with Asha Gill (Radio Channel) Pn Noraini 2-Jul-12 Plastics ESH & Don't be a Litterbug Plastics ESH & Don't be a Litterbug

32 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

33 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.

34 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.

35 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. 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.

36 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.

37 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. 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.

38 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 am on 31 October.

39 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.

40 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.

41 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.

42 Don t be a Litterbug Facebook A facebook account, Don t be a Litterbug was set up to help MPF spread the antilitter message to the public. Visit the facebook site at: To-date, the Facebook had garnered 342 Likes due to publicity made during Hi-5 ME campaigns and other events such as branch dinners.

43

44 2 July 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.

45 More than 100 members have signed 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

46 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

47 Outreach Programmes and Activities 28 September Plastics ESH Talk to Rotary Club of Shah Alam October nd Asia Plastics Forum (APF) 17 November National Recycling Day, Go Recycle Run 21 November 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.

48 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.

49 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.

50 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

51 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.

52 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. 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.

53 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.

54 Upcoming Events Sunway Pyramid and Setia City Mall are interested to host Hi-5 ME Don t Be a Litterbug Campaign activities. Hi-5 ME Don t Be a Litterbug Public Campaign will be held at Setia City Mall on 23 March MPMA is awaiting on the agreed date by Sunway Pyramid. MPMA will be promoting the Don t be a Litterbug campaign at toll plaza. It was proposed that collaterals will be distributed to vehicles travelling past the toll plaza located at Jalan Duta on 15 March 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 18 April 2013

55 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

56 Recent Adverse News on Plastics and Litter

57 MPMA s recent reply to Media

58 MPMA s Media and PR Campaign Overall Timeline Q Anti-litter Don t Be a Litterbug Campaign Q Q Q Anti-litter and 3Rs: Reduce, Reuse, Recycle Plastics Sustainability Q Q Q On going process Plastics makes it possible 58

59 Malaysian Plastics Forum (MPF) c/o Malaysian Plastics Manufacturers Association (MPMA) 37, Jalan 20/14 Paramount Garden, Petaling Jaya, Selangor DE, Malaysia Tel: Fax: