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. 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.

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

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. 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.

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.

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 2013. 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 2013

 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 18 April 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