Proposed USP & Channel Distribution

Unique Selling Proposition

A Fun Education for teenagers which suits their personality and lifestyle. And yet able to create awareness about baby dumping issue in the event to prevent them from dumping their babies.

Channel of Distribution

This campaign will be if it could reach out to people who are living in urban, suburban and also rural areas through media such as environmental advertising, television commercials and also website.

Strategic Target Audience

Objectives & Aims

Objective

Enhancing the awareness of the people in giving more value and love to their babies and children and to stop baby dumping cases.

Aim

To educate teenagers who are experiencing this ‘problem’ to choose other alternatives besides dumping their babies.

Market Situation

Demographics Characteristics

a)            Age                                        -              13 – 17 Years Old

b)            Gender                                 -              Male & Female

c)            Education                            -              Secondary School  

d)            Occupation                         -              Student and unemployed

e)            Income Range                   -              RM50 to RM400

f)             Race                                      -              Malay, Chinese, Indian

g)            Geographical Location   -              Urban, Suburban and Rural Areas

Psychographic Characteristics

a)            Perception  
They perceive life as a playground where they don’t think much about the consequences for the fun they they are having.

b)            Learning

They are mostly influenced by the media especially Television, Internet, Radio, Magazines & Exhibitions.

c)            Motivation & Need

Group of teenagers who are still learning about life and the opposite sex.

d)            Attitude & Personality 

Active, Curious, Adventurous, Easily influenced, Scared and still learning about life.

e)            Lifestyle  

   Socially and/or sexually active and advance teenagers

The Supporting Organization (Brand & Image implication, Features, USP, Positioning Statement)

Brand image & Implication

KPWKM is a ministry of women, family & community development that consistently organize campaigns to bring forth a society that that upholds the principle of substantive equality, to promote and create respect, protection and fulfillment of equal rights for women.

Distinctive Features 

KPWKM does not only organize awareness campaigns but they also provide shelters and services that empower them mentally and physically.

Unique Selling Proposition (USP)

KPWKM services offer emotional and social support to women, resident or otherwise and offer after-care, which enable, motivate as well as to inspire them to move on and determine their own future.

Positioning Statement

KPWKM is a ministry that gives awareness to the public to enhance the level of respect for women, to provide mental and physical protection as well as fulfillment of equal rights for women and to achieve the goal to eliminate discrimination against women.

The Supporting Organization (Services)

Services

Refuge

KPWKM provides a home to battered women and their children. The refuge is also a center for KPWKM’s activities relating to family and women.

Telephone counseling

Telephone counseling is available to deal with women’s problems, crisis situations and to provide basic legal information.

Face-To-Face Counseling

Qualified social workers offer counseling sessions to women who are in need of counseling and not necessarily seeking for shelter. Appointments are required for this service with the social workers.

Child Care Centre

A centre that provides shelter for children who had decided to live independently. They will be given home, proper education at local schools and a support system to meet their physical mental and emotional needs.

The Supporting Organization (Strategies)

Strategies

1. Ensure a gender perspective, family and community groups are integrated in policy formulation and planning and program implementation.

2. Strengthening the implementation of family values in society by working closely with government agencies, private and non-governmental organizations.

3. Auditing rules and existing rules and propose new legislation to ensure the survival, protection and advancement of women, families and communities.

4. Conducting research and development programs in the areas of gender, population, family and community development to promote innovative approaches in planning and program development.

5. Develop and strengthen the social database for comprehensive and integrated planning, monitoring and evaluation of programs for the target group.

6. Enhance the skills and knowledge and empower target groups to enable their effective participation in national development.

7. Increase and diversify opportunities for target groups to improve the socio-economic development programs through the kerjsama implementing agencies.

8. To strengthen the network of national and international levels in order to share information, experiences and expertise.

9. Establish a monitoring and evaluation mechanisms to improve policy and program implementation.

10. Expanding access to information and communication technology (ICT) on women, families and communities.

11. Consolidate and strengthen service delivery at all levels through the financial and human resource management and optimum technology processional.

12.To disseminate information on facilities and services available in the various agencies and organizations to help women, families and communities obtain the services required.

The Supporting Organization (VISION, MISSION, GOAL, OBJECTIVE)

5.2.1 Vision

Forefront to achieve gender equality, family and community development as a caring and prosperous basis of a fairly developed country.

Mission

Integrate the perspectives of women and society into the mainstream of national development and strengthen the family institution towards improving social welfare.

Goal

Develop a prosperous society through the sharing of responsibility of the strategic development and delivery of social services efficiently and effectively.

Objectives

·   To increase the participation and active role of women, families and communities as contributors and beneficiaries of development countries.

·   Importance of preserving the rights of women, families and communities fairly and impartially without discrimination element.

·         Extending equal opportunities to women and society in social, economic and political.

·         Strengthen the family institution.

To ensure the delivery and support systems that efficiently and effectively

The Supporting Organization

Ministry of Women, Family and Community Development (KPWKM)


History
The establishment of the Ministry of Women, Family and Community Development (KPWKM) is a manifestation of the country's aspirations, pursuant to the Fourth World Conference on Women, which was held in Beijing in 1995, and has been implemented in accordance to the document entitled "Platform for Action For The Development of Women towards the Year 2000", i.e.:

"Establishment of a full-fledged ministry that demonstrates the government's commitment to raise the status of women in this country"

It was first named as the Ministry of Women Affairs and its establishment was announced by YAB the Prime Minister on 17 January 2001. The role and functions of the Ministry were then enlarged and expanded and the ministry was subsequently re-named as the Ministry of Women and Family Development (KPWK) on 15 February 2001. As a result, the Department of Women Affairs (HAWA) and the National Population and Family Development Board (LPPKN) were placed under the jurisdiction of this Ministry. 

The role and function of HAWA was subsequently reviewed and restructured and it is now known as the Department for Women Development (JPW).

After the 11th General Election in March 2004, the roles and responsibilities of KPWK were further broadened. On 27 March 2004, the Ministry of National Unity and Social Development was dissolved and some of their functions were subsequently subsumed into KPWK. In line with the restructuring, KPWK was further re-named as the Ministry of Women, Family and Community Development (KPWKM).

With the latest reorganization, the Ministry of Women, Family and Community Development now oversees four (4) agencies under its direct jurisdiction i.e.:

·         Department for Women Development (JPW)

·         Social Welfare Department of Malaysia (JKMM)

·         National Population and Family Development Board (LPPKN)

·         Social Institute of Malaysia (ISM)

The NAM Institute for the Empowerment of Women or NIEW was officially established on the 1st of July 2006 and falls under the purview of MWFCD after Malaysia had been given the mandate to establish this Institute by NAM Member Countries.

KPWKM is led by Y.B. Dato' Seri Shahrizat Abdul Jalil (2001 - Februari 2008) as the Minister, entrusted with the responsibility to promote and raise public perception on the importance of the role of women and family institution in contributing towards the developmental agenda of the nation. The Ministry is also responsible for the creation and promotion of community and social awareness programmes as well as the progression of the nation's social development objectives aspects especially those relating to social welfare, in line with the "Caring and Developed Society", emphasized in the nation's Wawasan 2020 (Vision 2020).

At the moment, KPWKM under the helm of Y.B. Senator Dato' Sri Shahrizat Abdul Jalil and Y.B. Senator Puan Heng Seai Kie appointed as Deputy Minister.