DiGi highlights the value of an apology

In its latest campaign created in conjunction with Merdeka, DiGi Telecommunications is urging Malaysians to say sorry for things they might have been insensitive about.

The "Dear Malaysians" campaign officially launched through a viral video on its Youtube page featuring Malaysian's walking around the streets of KL holding signs of the thing's they are sorry for while interacting with the passerby.

Different signboards such as 'I'm an impatient driver. Honk if you forgive me', 'Dear ladies I'm sorry for making fun of your driving' and one directed to homeless people sleeping on the street apologising for not acknowledging their existence, can be spotted across the city and saw many Malaysians retweeting the video and sharing their apologies with a #dearmalaysians hash tag .

To date the video has garnered over 63 thousand views and many going over to the Digi Facebook page to send in their Raya e-greetings. The apologies written on Youtube comments, twitter even e-mail were collected and featured on Digi's Facebook page.

Wong Sen Kiat, associate creative director of Naga DDB, the agency behind the campaign, said: "The campaign speaks to anyone who has ever regretted hurting a friend, or argued with a parent, or misjudged a stranger."

"Using a simple app (dearmalaysians.com), participants can say they're sorry to a fellow Malaysian via Facebook, twitter, email or a public declaration. It is DiGi's little way of spreading the healing power of forgiveness and helping Malaysians brighten someone's day, one apology at a time"

The campaign runs till 30 September and will also be carried across various print publications.