Project Brief
PETRONAS, Malaysia’s leading petroleum corporation, will launch a campaign to highlight the essential role of vernacular schools in fostering national unity and understanding among diverse ethnic groups. Rather than focusing on increasing enrollments, the initiative will celebrate these schools’ contributions to social cohesion and multilingual education within Malaysia’s rich cultural diversity.
Insight
The campaign aims to encourage Malaysians, particularly within the Malay community, to view vernacular schools as promoters of diversity and heritage rather than to perceive these schools as divisive due to ethnic associations. This campaign seeks to challenge and change this perspective by showcasing how vernacular schools actually foster national unity, bridging cultural gaps and celebrating Malaysia’s rich diversity.
Big Idea
The campaign features a short film about a Malay girl’s day at a vernacular school. It showcases diverse student integration and bonds, emphasizing multilingualism and unity. This film aims to dispel the misconception that vernacular schools as divisive by illustrating how vernacular schools unite cultures and celebrate Malaysia’s diversity. PETRONAS supports this spirit through its corporate social responsibility initiatives, reinforcing the message that diversity is essential for national progress and social harmony.
Posters
Social Media Post
Members
Carmen Wong Ja Wen | Ann Suet Wei
Carmen Wong Ja Wen | Ann Suet Wei