Under the Malaysian Voices Opposing Violent Extemism (MOVE) banner, SEARCCT launched its first ever media campaign called #SenjataSaya (Translation: #MyWeaponIs) in which the Centre worked with five local influencers to produce a series of audio and video public service announcements (PSAs), which were then disseminated on SEARCCT’s social media platforms such as Facebook, Instagram as well as radio stations, namely, Suria FM, Rakita FM, and KK12FM. SEARCCT worked with the advertising agency, BBDO (Malaysia) Sdn. Bhd. to create and build the #SenjataSaya concept, which sought to redefine the word “weapon” into something more positive. The concept suggests that even ordinary citizens can be heroes as they have “weapons” that can be used for meaningful change.
In order to ensure that these messages would resonate with our target audience, the following influencers were identified to feature in the PSAs:
- Fazleena Hishamuddin (Poet)
- Dr. Madhusudhan Shanmugan (Founder of the Teddy Mobile Clinic)
- Azra Banu (Founder of Carefugees)
- Amy Dangin (Radio Announcer for KK12FM)
- Airliftz (Rapper)