Maxis is urging people to give their voice and support to the conservation of endangered animals in Malaysia to commemorate the Merdeka Day celebrations.
Hari Merdeka, also known as Hari Kebangsaan, refers to the day when the Federation of Malaya's independence from the British Empire was officially declared.
As part of campaign titled 'The Endangered Malaysians' conceptualised by Ensemble Worldwide in partnership with the Department of Wildlife and National Parks (PERHILITAN), Huawei and Malaysian photographers, David Lok, Kenny Loh and Nana Safiana, alongside wildlife photography consultant Sanjitpaal Singh raise awareness about the endangered animals of Malaysia through photographs and the website which encourages pledges that translates into donations.
For every pledge made on social media in support of Malaysia’s endangered animals with the #KitaRakyatMalaysia hashtag, the telco will donate RM1 towards Perhilitan’s conservation efforts.
The campaign runs through Merdeka Day till Malaysia Day on September 16, with an on-ground interactive experience held at the IPC Shopping Centre, Damansara, from August 24 till September 2.
Chan Woei Hern, executive creative director of Ensemble Worldwide said: “We realised there is a community of unseen, unheard and disappearing Malaysians that are born in Malaysia but left behind as we develop as a nation - the endangered animals of Malaysia.
"Every year, Maxis finds ways to demonstrate a higher purpose for technology and the power of the internet. This Merdeka, we wanted to redefine the use of the most powerful tool in our hands, the mobile phone. We asked ourselves how we could use technology to help those who can’t, and to look beyond our selfies and turn the lens outwards to make a difference. It was then that we decided to tell the stories of the animals who share this land with us.”
Tai Kam Leong, Maxis head of brand and partnerships said: “As an internet company, our job is to connect people, and bring Malaysians closer, no matter where and who they are. The use of technology to humanise the endangered animals that share our land is such a simple idea by the Ensemble team, but so very powerful.
"After all, they are Malaysian too, and we know that whenever another Malaysian is in need, all Malaysians will unite as one to help. More importantly, we wanted to highlight the seriousness of population decline. But there is hope, and this is what we’ve seen at conservation centres across the nation.”
