Maxis has partnered with the Department of Wildlife and National Parks (PERHILITAN) to launch a campaign titled the "Endangered Malaysians" project.
The campaign, unveiled in conjunction with the upcoming Merdeka Day, aims to support the conservation of endangered animals in Malaysia. As part of this month-long initiative, Maxis also teamed up with Huawei and renowned Malaysian photographers to commemorate and celebrate these animals through photography.
The photos will be made available on Maxis’ website and Facebook page as part of the #KitaRakyatMalaysia pledge to encourage more Malaysians to play a role in protecting these endangered animals. For every pledge made, Maxis will donate RM1 to PERHILITAN to aid its conservation efforts.
Furthermore, Maxis also aims to create awareness on animal conservation amongst the younger generation through its eKelas programme. The telco will be conducting art workshops for eKelas students and producing related content for the eKelas portal.
“This Merdeka, we’re redefining what it means to be Malaysian. Because these endangered animals are just as Malaysian as we are and should be protected, we wanted to celebrate them by using technology and photography in meaningful ways to make an impact,” Tai Kam Leong, Maxis’ head of brand and partnerships, said.
Meanwhile, Ensemble Worldwide's ECD Chan Woei Hern, said there is a community of unseen, unheard and disappearing Malaysians that are born in Malaysia but left behind as the country developed.
“This Merdeka, we wanted to redefine the use of the most powerful tool in our hands, the mobile phone," Chan said. This led to the team asking themselves how they can use technology to help those who can't, and to look beyond 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," he explained.