Malaysian daily The Star has partnered with homegrown clothing retailer BritishIndia to launch a campaign called âWe were born moderate.â
Highlighting an individualâs political neutrality at birth, the campaign aims to create an emotional connection with Malaysians by reminding them that they should not have any prejudice or bias towards each other, in order to achieve a moderate Malaysia.
In a statement to A+M, The Star spokesperson said that as the nationâs leading English daily, it felt obligated to ensure that âmoderation ensues in Malaysiaâs societyâ.
âWe believe this is an opportune time to remind all Malaysians that we were all born moderate, a reminder where we could mix around and befriend others of different race, background and culture without any stereotype or prejudice when we were younger,â the spokesperson added.
The newspaper is releasing two social experiment videos for the campaign on its micrositeÂ with the hashtag #moderateMY.Â The campaign also runs on print ads in The Star newspaper as well as online banners on The Star Online (TSOL) website. Local Radio stations RedFM and CapitalFM have also shown their support for The Starâs moderation campaigns and have PSAs running on similar themes.
TBWAâs Creative Juice was the agency the campaign which will run until the end of September.
In addition, The Star launched the Voices of Moderation campaign last August and has been continuing its effort to remind and engage its readers on the importance of a moderate Malaysia through various campaigns. The ‘Brave Views, Bold Ideas’ tagline has been consistent throughout to reinforce The Starâs support for an open, rational and moderate Malaysia.