Ministry to run cinema ad for unmarried mothers

The Women, Family and Community Development Ministry will run an advertisement in cinemas to encourage mothers who have children out-of-wedlock to seek help.

Deputy Minister Hannah Yeoh shared the 30-second video commercial on her official Twitter account yesterday, describing it as part of the ministry’s efforts to address baby dumping.

“If an out-of-wedlock pregnancy happens, contact the Kasih 24-hour hotline at 15999. “Be frank with family and trusted acquaintances. Go quickly to a clinic or government hospital.

“Contact a doctor and a counsellor through the Kafe Teen app. “You are not alone. “Get help at shelter homes for your baby and you. We are here to help,” the video says.

The clip will be aired in around 282 cinema halls in all the 35 TGV cinemas across the country.Women, Family and Community Development Minister Dr Wan Azizah Wan Ismail previously said there had been 1,010 reported cases of baby dumping from 2010 to May 2019, of which 64 percent of the babies (646 cases) had died when they were found.

Babies were also found abandoned near residential areas (292 cases), in toilets (115 cases) and in rubbish bins (95 cases). Top reasons for abandoning infants include out-of-wedlock pregnancies, a lack of information on what to do with the babies, and a lack of support for the new mothers.

Meanwhile, obstetrician and gynaecologist Dr Harlina Halizah Siraj (photo) told Malaysiakini that teenage pregnancies markedly increased the risk of death during childbirth for young mothers.

Due to a lack of support, such pregnancies sometimes pushed the mothers to abandon their baby. Referring to a Unicef report, she said young women between the ages of 15 to 19 had double the risk of death during childbirth compared to women in their 20s.

Girls under the age of 15 had five times the risk of death during childbirth. Harlina, who is also a Universiti Kebangsaan Malaysia professor, said these increased risks were because teenage girls are not physically ready for pregnancies.

“This is why underage pregnant mothers must see the doctor frequently to get adequate care. Sadly, they will usually not come to the doctor if their parents do not know about their pregnancy,” she said.

The professor further opined that marriage was one way to help underaged pregnant mothers or those who had children out-of-wedlock.

“The (pregnant mothers) won’t be left alone or exposed to the need to either abort, give away, sell or dump their babies,” she said. According to the National Registration Department, 4,992 babies were born to under-aged mothers in 2017.

Source: Malaysiakini

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

REGISTER NOW