Ramadan is the period for most food companies and brands in Malaysia to go all out in promoting their products. This year, CSR collaborated with the Malaysian Federation of the Deaf (MFD) to break through the noise with silence with the launch of the Semanis Senyumanmu campaign. This campaign focused on bringing smiles and raising awareness to the deaf and mute community through various activations.
The campaign kick-started with the release of Buka Puasa Greeting starting on the first day of Ramadan at RTM TV1. Unlike mainstream greeting ads, this greeting is conducted in sign language to raise attention towards the deaf and mute community. There is also a 2-minute online video release on how a deaf lady spread smiles to people through the Smiley Cookie with Marsha Milan’s unique appearance, emphasising inclusivity in happiness.
The deaf and mute community faces unique communication, education, and employment challenges, making accessing opportunities and participating in society difficult. This was also highlighted through an 8-minute video from the OhKasih initiative in collaboration with Oh Bulan. In the video, Iskandar shared with us his upbringing, the challenges he faced as a deaf person in society and the hopes he has for the future. The campaign also includes a public donation drive for MFD, with CSR contributing RM10,000 to the association. CSR also participated in Iftar Ala Madinah, an event organised by Sinar Group to have an iftar with members from MFD.
On top of creating awareness, CSR is also running a Buy & Win contest from 13th March to 21st May with many exciting prizes to be won! Some of them include KitchenAid Mixers and LeCreuset ceramic ware. The contest is open to the public with a minimum purchase of CSR products worth RM5. (terms and conditions apply)
We will host a TikTok contest for more participation opportunities from 17th April to 1st May. Please join our social media for more exciting updates @CSR_temansajian on Facebook/Instagram/TikTok.
Through this campaign and activations, CSR aims to promote a more diverse and inclusive society that supports all individuals regardless of their abilities.
