Leo Burnett has launched of an environmental campaign, #Fight4OurPlanet, in partnership with National Patriots Association, National Monument (Taman Tugu Project), Nature Education Society (NEST) and the Free Tree Society.
The campaign kicked off on the International Climate Change Day on 21 June 2020 and supports the Malaysian government’s pledge to plant 100 million trees by 2025.
Brigadier General (Rtd) Dato’ Mohd Arshad Raji, President of the National Patriots Association, said, “60 years ago, our forefathers came together to protect our nation. Today, we are coming together in a similar way to save our planet. By supporting this initiative, we hope to see Malaysians show their patriotism and protect the planet the same way we protected our nation.”
Tan Kien Eng (picture), CEO of Leo Burnett Malaysia, added, “Our planet is experiencing severe climate and ecological emergency with irreversible and catastrophic damage. We need to come together and work towards bringing about a momentous change. So, let’s embark on making #Fight4OurPlanet a global campaign that would make a difference. By doing so, we can help regain mother earth’s glory for a better tomorrow.”
Datin Dr Rosenani Abu Bakar, President of NEST, said, “It is important for people to realise the significance of planting a tree while protecting the environment. As we each plant a tree, it will go a long way towards preserving the planet. Sow a seed of love for nature in your heart and amazing things will happen.”
A social media challenge related to the campaign saw 25 famous influencers, who believed in the cause, pledge their support to plant a tree.
Jehan Miskin, a local actor, model and TV host; Deborah Henry, the former Miss Universe Malaysia and Miss Malaysia World; Davina Goh, a performer and plant-based lifestyle advocate; Jaclyn Victor, a Malaysian singer, Partners with Malaysian Patriots Association and NEST Nature Education Society to support the songwriter and actress who won the inaugural Malaysian Idol and Ikon Malaysia; and Zamaera, the rising female rapper in Malaysia were among the most notable influencers supporting it.
Iska Hashim, Executive Creative Director, Leo Burnett Malaysia, shares, “The on-going social campaign is receiving tremendous support from Malaysians. We secured approximately 600+ followers on social media within two weeks of launch. Tertiary students from Universiti Malaya, Universiti Tunku Abdul Rahman (UTAR), USCI University and many more reputable college and universities in Malaysia are currently replicating the challenge.”
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