Understanding 1Malaysia

PROMOTING the realisation and greater understanding of the 1Malaysia concept by Malaysians is the first key result area for the Ministry of Information, Communication and Culture.

The 1Malaysia concept was initiated by Prime Minister Datuk Seri Najib Tun Abdul Razak as a platform to build upon the unique strength of the diversity of multiracial Malaysia.

It is the Prime Minister’s fervent belief that the preservation and enhancement of this unity in diversity will remain the country’s best hope for the future.

The eight core values of the 1Malaysia concept – perseverance, acceptance, education, integrity, meritocracy, humility, loyalty and culture of excellence – all serve to bring out the best in Malaysians in moulding the country towards a common desire for a better tomorrow.

It is here that the ministry, led by its minister Datuk Seri Dr Rais Yatim against the backdrop of its key responsibility and lead role in promoting 1Malaysia.

Among the key tasks by the ministry are disseminating information on government policies, programmes and messages to the people.

Various strategies, programmes and activities have been implemented through the ministry’s various departments and agencies to promote the 1Malaysia concept.

In order to take stock on the effectiveness of the 1Malaysia promotional initiatives, the ministry undertook a random survey on the extent of the people’s public awareness, understanding and acceptance of the 1Malaysia concept as part of the ministry’s KPI (MKPI).

According to figures by the ministry, a total of 12,212 respondents participated with 82% from the number saying they were aware of 1Malaysia and while a further 69% understood the concept.

The ministry targets on having at least 50% of the total population of 27mil in accepting the 1Malaysia concept this year.

A statement released by the ministry said continuous dissemination of key messages on the 1Malaysia concept will be a pivotal factor towards inculcating better understanding and acceptance of the concept by Malaysians in time to come.

“We have employed various channels to spearhead the promotion. They include the electronic media (TV and radio), print media (newspapers, booklets, leaflets and posters), new media (websites, blogs, Facebook), face-to-face communication (talks, briefings, seminars) as well as cultural activities (acting, singing and dance performances),” the statement said.

Such dedicated programmes and activities all over the country have received positive response, strong support and participation from all sectors of the community, heralding much promise for the future.

For example, specially-composed 1Malaysia songs are aired daily via various TV and radio stations run by RTM and the private networks as a means to promote the concept have been well-received.

These songs, which are also getting popular, are not only sung at official functions, but also at events organised by the private sector to indicate that Malaysians are increasingly aware of the 1Malaysia concept and are beginning to embrace its core values for the betterment of the country.

The ministry through its various agencies like the Information Department and Special Affairs Department (JASA), have also been organising talks, briefings and seminars to explain the 1Malaysia concept in greater detail so that the people can better understand, support and internalise those core values.

Officers from these departments have been around the country to explain the 1Malaysia concept in various languages in face-to-face meetings with the people.

Around 18,070 lectures have been conducted by the information department this year in 139 districts involving about 550,000 people.

Booklets and leaflets on 1Malaysia have been distributed at the state and district levels to be used as handy reference.

The ministry has also been working towards disseminating the 1Malaysia concept to all participants undergoing National Service training (PLKN).

“It is the ministry’s belief that promoting information and imparting knowledge on the above-mentioned eight core values of the 1Malaysia concept among young Malaysians will go a long way towards forging a more united Malaysia over the medium and longer term,” the statement said.

The information department has begun working with National Service Department in June 2010 to conduct a 1Malaysia module in all the 79 PLKN centres throughout the country in June.

This programme is envisaged to benefit 31,600 youngsters in each PLKN session.

In making the 1Malaysia concept more visible, the ministry this year have held exhibitions, children’s art competitions and debates incorporated with the 1Malaysia spirit.

This year, a total of 90 events (50 small-scale, 30 medium- scale and 10 large-scale) involving some 105,000 participants have been held.