Words can save lives. 

A new generation of Malaysian communicators stepped into the spotlight as Taylor’s University and the Road Safety Council of Malaysia, Majlis Keselamatan Jalan Raya Malaysia (MKJR), celebrated the winners of a student road safety communication contest recently.  

The National Road Safety Copywriting Creative Contest awards ceremony was framed as something far more serious: a moment where young creative talent begins to shape culture, influence behaviour and, ultimately, help protect lives on Malaysian roads. 

In his opening remarks, Tuan Mohd Zuhaidy of Majlis Keselamatan Jalan Raya Selangor (MKJRS) reminded the audience that road safety is often discussed in terms of “enforcement, policies and penalties”, but that this collaboration between Taylor’s University and MKJR underlines a deeper truth: road safety is a human concern, not just a policy file. Every message carries “the potential to save a life”, not just win a prize. 

The contest challenged students to take the “9 Major Traffic Violations” – speeding, running red lights, using mobile phones while driving, failure to buckle up, cutting lanes, overloading vehicles and abusing emergency lanes – and turn these into messages with clarity, urgency and persuasion. 

By involving students directly in advocacy work, the contest bridged classroom learning with real-world consequences, giving young creatives a taste of the responsibility that comes with shaping public messages on critical issues. 

The student teams responded by transforming rules into stories and statistics into human truths. Their work ranged from sharply written headlines to impactful videos, all aimed at speaking directly to everyday Malaysians behind the wheel. 

UPM Professor Dr Kulanthayan KC Mani of Safekids Malaysia also shared, “While enforcement changes behaviour through fear, communication changes behaviour through awareness and reflection. A single poster at the right junction, a video shared at the right moment, or one well–crafted line of copy can influence a driver’s decision more effectively than a summons pinned under the wiper.” 

Prof Harmandar Singh (Taylor’s Uni 2020-2026) helped award the top winners and said, “It was amazing to see young creatives turn traffic offences into life-saving messages. They also did an impressive job of bringing their ideas to life the help of today’s AI tools.”

Editors Note: A special tribute to Cindy Poh Huay Yuet, Programme Director & Lecturer, Bachelor of Mass Communication (Hons) in Advertising & Brand Management at Taylor’s University and her team for their tireless efforts.