Rohana Mustaffa, Bernama 16 Jul 09;
KUALA LUMPUR, July 16 (Bernama) -- Blogs are known today as one of the popular medium of expression among the younger generation, and what a better way to engage them into a campaign than using this approach.
BOH Plantations Sdn Bhd, (World Wildlife Fund) WWF-Malaysia and TV9 in their effort to get the youths involved in spreading the message of conservation for the orang-utan have encourage the establishing of blogs to document the campaign.
They are joining forces to raise awareness on the plight of the 'Man of the Forest' through the 'New Hope For Orang-utan School Programme" holding to the belief that young people play a huge part in conservation efforts for the future.
"We want to empower them to play a role in spreading the message of conservation of these primates," said Caroline Russell, the chief executive officer of BOH Plantations at the launch of the programme recently.
ADVOCATE OF WILDLIFE CONSERVATION
She said BOH Plantations has long been an advocate of wildlife and environmental conservation, with a particular interest in recent times in the conservation of the orang-utan.
For BOH, these primates are a natural choice because they are a key part of Malaysia's natural heritage.
The species, according to Russell, is iconic to Malaysia and there is a dire need to ensure not only their survival, but also the forest ecosystems in which they live.
"We firmly believe that Malaysia's young people can be instrumental in creating change and providing an impetus towards a more sustainable future.
"We hope that the school programme will empower our young people with the knowledge of issues threatening the survival of the orang-utan and encourage them to make a difference by being 'voices' for orang-utan conservation, now and in the future," said Russell.
CORPORATE RESPONSIBILITY
The "New Hope for Orang-utan School Programme" utilises blogs as a medium of engagement and enable participants to express their creativity online.
BOH, WWF-Malaysia and TV9 believe that this medium would attract participation from among the youths as the younger generation is more IT savvy and opinionated, preferring to use social mediums and networks such as blogs to voice their opinions.
The programme is essentially an avenue for their expression to create a change for the orang-utan in their own special way and to encourage the public to take notice, said Russell.
She said the 'New Hope for Orang-utan School Programme' was named as such because it was an extension of BOH's main Coprorate Responsibility programme - New Hope for Orang-utan, which was initiated in 2002 to highlight issues threatening the primates and the loss of their habitat.
As BOH Plantations celebrate its 80th anniversary this year, they want to ensure that they include both the nation's young people and their key corporate responsibility initiatives in the celebration in some way.
Russell said combining them into the programme was the perfect solution.
WORKING TOGETHER
Together with WWF-Malaysia and TV9, BOH aims to build consciousness among the youths and the community alike by engaging them through various platforms to give hope to Malaysia's orang-utan.
Noor Amy Ismail, the head of Brand Management Group, Business Development and Corporate Communication, TV9 said at the launch, that the youths of today would be further motivated to gain knowledge on this species when information was made available at their fingertips, such as via online platform.
This also serves as an excellent platform for TV9's corporate responsibility in conserving the environment and endangered species.
Meanwhile executive director/CEO of WWF-Malaysia Datuk Dr Dionysius S.K. Sharma said that the programme empowered youths to use their skills and interest in the latest technology to help protect a crucial part of their homeland's history and natural heritage.
Once, orang-utan were found all the way from southern China to the foothills of the Himalayas and south to the island of Java, Indonesia, he said.
And now, Borneo and Sumatra are the last two places on Earth where orang-utan live.
"We cannot help but feel a protective kinship to this great ape that is more than 96 per cent genetically similar to humans. It would be an unimaginable loss if our iconic 'Men of the Forest' were to disappear from our trees, and live only in our legends," he said.
OPEN TO ALL
The programme is open to all students from the ages of 14 to 17.
To participate in the contest, students are required to complete three key tasks which include creating an awareness campaign aimed at highlighting the issues surrounding the survival of orang-utan, implementing activities to promote the awareness of orang-utan conservation and soliciting ground level support,and also establishing a blog to document the campaign.
The Kawan 9 team from TV9 will embark on a school roadshow by visiting 30 schools in the Klang Valley to create awareness on the orang-utan and the school programme.
Coverage on the roadshow will be aired over TV9. The contest will run from July 13 to Aug 31.
Interested students can visit www.orangutan.com.my /www.tv9.com.my for further information or send their enquiries on the contest to adikdi9@tv9.com.my
-- BERNAMA
