When corruption wins, Malaysia loses. Malaysia lost a whopping RM1.8 trillion to corruption between 2005 and 2014 based on the Global Financial Integrity Report 2017 and is expected to lose between RM40 billion to RM60 billion every year, according to Dato Hussamuddin Yaacub of Malaysian anti-corruption NGO #RasuahBusters.
In conjunction with International Anti-Corruption Day on December 9, #RasuahBusters is launching a nationwide anti-corruption campaign to bring people together to fight graft. The “When Corruption Wins, The Country Loses” campaign which aims to save the nation up to RM400 billion will engage the Malaysian public using film advertising, social media and nationwide tours.
#RasuahBusters Project Director, Prof Harmandar Singh, said: “Malaysia has the dubious honour of being the backdrop for the biggest financial scandal in history. We want people to find their moral compass and reject corruption. Earlier in March, #RasuahBusters launched a campaign, ‘Mak Kata Jangan!’ (‘Mom Says No!’) based on the insight that if the fear of corporal punishment is not enough a deterrent, then perhaps the respect for mothers will resonate. The influence of mothers is a universal human truth and this new campaign continues to tap on the power of mom.”
#RasuahBusters enlisted creative consultant Ted Lim, Directors Think Tank, 2AM Global and Astro on this crusade. “Working in multiracial Malaysia posed a unique challenge,” says Ted. “We had to show the act of bribery without showing the people involved. The creative concept of ‘Dirty Hands’ which focused on greedy little fingers dancing around the infamous brown envelope allowed us to dramatise corruption without racial profiling. We had to conceptualise and shoot three versions to cover the major ethnic groups in this multiracial country.”
“The line, ‘When Corruption Wins, The Country Loses’ which Ham came up with after rounds of brainstorming helps people relate to the billions lost and tees up #RasuahBusters for the next phase,” says Ted. “I’d like to thank Dato Hussamuddin Yaacub and Ham for inviting me to work with #RasuahBusters on this project and express my gratitude to Directors Think Tank, 2AM Global and Astro for helping to bring this to life.”
Dato Hussamuddin Yaacub
Project Director: #RasuahBusters
Prof Harmandar Singh
Creative Consultant: Ted Lim
Production House: Directors Think Tank
Naoto Mitake (Director)
Intan Sham & Suraya Liza (Producers)
Audio Production: 2AM Global
Anton Morgan (Founder)
Oliver Stutz (Executive Creative Director)
Music: “Apa Dah Jadi?”
Tan Sri Dato’ S.M. Salim (Singer/Songwriter)
This article was first published on Campaign Brief Asia
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