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Plastics in Our Daily Lives

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Plastics in Our Daily Lives 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 Anti-litter – ‘Don’t Be a 1. Engage audience Litterbug’ Campaign Anti-litter and 3Rs: 2. Displace negative perceptions Reduce, Reuse, Recycle 3. Educate and promote Plastics Sustainability Result: Plastics makes it possible 4 Communications Strategy 1. Engage audience Break through barriers Create trust and involvement ENGAGE Create mutual benefit 2. Displace negative perceptions DISPLACE Reinforce identity of culprit Launch positive message Deepen relationship EDUCATE AND PROMOTE 3. Educate and promote Promote positive message Influence audience Reinforce positive message 5 Proposed Platforms Anti-litter – ‘Don’t Be a Litterbug’ Campaign ENGAGE Anti-litter and 3Rs: Reduce, Reuse, Recycle DISPLACE EDUCATE AND Plastics Sustainability PROMOTE Result: Plastics makes it possible 6 Overall Timeline Q1 2012 Anti-litter – ‘Don’t Be a Q2 2012 Litterbug’ Campaign Q3 2012 Q4 2012 Anti-litter and 3Rs: Q1 2013 Reduce, Reuse, Recycle Q2 2013 Plastics Sustainability Q3 2013 Plastics makes it possible 7 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. MPF/MPMA Date of Media Topic Representative Interview Email Interview 1 The Star 25-Apr-12 Don't be a Litterbug (MPMA) En Ahmad 2 Sin Chew 7-Jun-12 ESH on Polystyrene Khairuddin En Ahmad Plastics ESH & Don't be a 3 Sin Chew Khairuddin & 20-Jun-12 Litterbug Mr CC Cheah Media Briefing on the Don’t Sin Chew Daily, China Press, Plastics & Rubber Be a Litterbug Campaign 4 Asia, Plastics News, Nanyang, 8TV Chinese Mr Lim Kok Boon 23-Jun-12 Launch in conjunction with News. the MPMA 45th Anniversary Dinner En Ahmad Plastics ESH & Don't be a 5 RTM TV1 'Selamat Pagi 1Malaysia' 25-Jun-12 Khairuddin Litterbug Steve Toloken, U.S. Magazine on Plastics News Plastics ESH & Don't be a 6 Mr Lim Kok Boon 25-Jun-12 in China Litterbug Plastics ESH & Don't be a 7 RTM Minnal FM (Tamil Radio Channel) Mr Sri Umeswaran 26-Jun-12 Litterbug Plastics ESH & Don't be a 8 Capital FM on air with Asha Gill (Radio Channel) Pn Noraini 2-Jul-12 Litterbug MPF/MPMA Date of Media Topic Representative Interview Plastics ESH & Don't be a 9 Bernama Mr Lim Kok Boon 10-Jul-12 Litterbug RTM TV2 ‘ Vasantham’ (Tamil Talk Show Plastics ESH & Don't be a 10 Mr Sri Umeswaran 5-Aug-12 Programme) Litterbug RTM Minnal FM (Tamil Radio Channel) Hi-5 ME-‘Don't be a 11 Mr Sri Umeswaran 6-Aug-12 (Telephone Interview) Litterbug’ Public Campaign Plastics ESH & Don't be a 12 BFM 89.9 (The Business Station) Mr Lim Kok Boon 14-Aug-12 Litterbug VenusBuzz.com - Malaysian Women's Lifestyle Plastics ESH & Don't be a 13 Mr Lim Kok Boon 17-Aug-12 E-Magazine Litterbug En Ahmad Plastics ESH & Don't be a 14 8TV Quickie Talk show 31-Oct-12 Khairuddin Litterbug News Straits Times Newspaper: Lifestyle and Plastics ESH & Don't be a 15 Mr Lim Kok Boon 14-Nov-12 Health Column Litterbug Plastics ESH & Don't be a 16 Akhbar Sinar Harian (Telephone Interview) Mr Sri Umeswaran 20-Nov-12 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.
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