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: info@mpma.org.my