Stay At Home Campaign | CLarity PR

This paper is based on a campaign named as Stay At Home camapign. Goal for this is to aid the Ministry of Health by reducing the potential number of patients that the Ministry of Health needs to attend to. According to our independent preliminary research, the public’s trust in the government in containing the Covid-19 virus are slowly dwindling

FACULTY OF COMMUNICATION & MEDIA STUDIES DIPLOMA IN
COMMUNICATION AND MEDIA
PRO221 – Public Relations
Assignment 1: Clarity PR
PREPARED BY:
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LECTURER:
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DATE OF SUBMISSION:
19/4/2021
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Table of Contents
ABOUT US...........................................................................................................................................3
ORGANIZATIONAL CHART..........................................................................................................4
A. Proposal For A Stay-At-Home Campaign....................................................................................5
B. SWOT ANALYSIS.........................................................................................................................5
1. Target Audience...............................................................................................................................8
2. Research...........................................................................................................................................8
Goal....................................................................................................................................................12
Objective............................................................................................................................................12
Messages.............................................................................................................................................12
Timetables..........................................................................................................................................13
Budget.................................................................................................................................................14
Media and Non-Media Tactics..........................................................................................................17
Social Media.......................................................................................................................................17
Online Petition...................................................................................................................................18
Pamphlet............................................................................................................................................21
Appendix............................................................................................................................................22
The Pamphlet.................................................................................................................................26
Evaluation Plan..................................................................................................................................27
Section A – Demographic..................................................................................................................28
Section B - Social Media Promotion Feedback:..............................................................................29
Section C - Online Petition Feedback:.............................................................................................30
Section D – Pamphlet Feedback:......................................................................................................32
Section A – Demographic..................................................................................................................34
Section B - Social Media Promotion Feedback:..............................................................................35
Section C - Online Petition Feedback:.............................................................................................36
Section D – Pamphlet Feedback:......................................................................................................38
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ABOUT US
Founded in 2021, Clarity PR is established in Alor Gajah, Melaka, formed with the
intention to offer clients professional, unconventional, and effective service unlike anything
in the market. The Clarity PR team banded together during the height of the Covid-19
pandemic, where we saw the need for business owners to have a platform to establish their
brands, and established brands to maintain their reputation through turbulent times. Our
company name suggests the tone of our approach to media relations: Clarity. Our experts
strive to establish a clear, sincere, and strategic communication plan for our clients to sweep
their customers off their feet.
Our name, Clarity PR, embodies our ideology: Establish a transparent two-way
communication between our clients and customers, improve client public image, ensure
client’s brand to be viewed as a marvellous gem in the cluttered marketplace. As such, we
uphold all of our clients to a high standard, hence the crystal as seen in our logo. The crystal
not only represents transparency in communication, but also the degree to which we value
our clients and their customers. The three squares surrounding the crystal on the other hand,
shows that no matter the perspective, the beauty of the crystal is still visible.
Mission
We are dedicated to ensuring that your brand receives the recognition and prestige
that it deserves through creative, strategic, and digital media relations strategies. We will
make your organization.
Vision
We aim to have Clarity PR be internationally recognized as an innovative and creative
communication firm. We shall continuously strive for excellent service to ensure our
company becomes a benchmark to future communication organizations.
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ORGANIZATIONAL CHART
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A. Proposal For A Stay-At-Home Campaign
As Covid-19 cases are on the rise again, the workload for The Ministry of Health
Malaysia has increased again in a seemingly never-ending battle. The Frontliners of The
Ministry of Health have fought tooth and nail to ensure that the Covid-19 virus is contained
within the nation. As such, there is only so much that your Ministry can do without the
participation of the people. Therefore, Clarity PR is purposing that we organize a Stay-At-
Home campaign entitled: Our home is our shield, with the slogan: Be patient, to not be a
patient, and hashtags such as: #StayAtHome #EveryLifeMatters #SikitJeLagi,
#LetsKeepItGoing, for use in social media.
Our goal for this campaign is to aid the Ministry of Health by reducing the potential
number of patients that the Ministry of Health needs to attend to. According to our
independent preliminary research, the public’s trust in the government in containing the
Covid-19 virus are slowly dwindling. News articles, and social media suggests that the
people are unsure whether the Ministry of Health is competent in handling the pandemic. The
result of this is that the good work done by the Ministry of Health over the past year is slowly
being under appreciated and thus the Ministry of Health frontliners, medical and non-
medical, are the ones who would weather this pandemic the worst.
This campaign seeks to remind and reinvigorate the public that the pandemic has not
yet been contained and we should all participate in ensuring our safety of the future, not only
the Ministry’s frontliners. We want to bolster public perception of your Ministry and
establish a healthier two-way communication between the Ministry and the people.
B. SWOT ANALYSIS
Since its inception in 1955, Ministry of Health of Malaysia have gone through
multiple stages of changes and adversity. Multiple cases of viral and bacterial outbreak have
since struck Malaysia including the Covid-19 pandemic. Their hard work in combating the
issues is being praised and questioned by the masses.
We, at Clarity PR, have taken it upon ourselves to identify the strengths, weaknesses,
opportunities and threats (SWOT) of Ministry of Health of Malaysia in order for this
campaign to run smoothly. Especially during the Covid-19 pandemic, their contribution to
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our safety is more publicly known. From reviews through social media, press conference,
mass media and printed media, we have gathered much information regarding the aid of
Ministry of Health in helping the citizens of Malaysia.
Thus, here are the multiple strengths, weaknesses, opportunities and threats that we
have gathered and listed:
Strength
The Ministry of Health efficient performance are one of the main reasons the curve of
Covid-19 cases is steadily decreasing. Their work especially those frontliners are nothing but
helpful and cooperative. They even conduct a home and drive thru swab test for those who
are insecure, curious or a suspect of being infected.
After that, the Ministry of Health of Malaysia gained a lot of support financially from
the government, private sectors, and the public during this pandemic. They have been given
enough budget to aid in getting medicine, vaccine and medical apparatus such as covid swab
in order to gain a more accurate data regarding the virus. People at home are also getting
check-up by a doctor if one or two symptoms of Covid infection are present to avoid any
close contact in the Hospital.
Next, the Ministry of Health have been constantly updating us about the Covid-19
cases through an innovating app called “MySejahtera”. This app helps citizens to be more
aware regarding the issues whether we are at home or not. This can help us to make a more
cautious decisions if we should go outside. Not to mention that this app also has instructions
and guidelines on what to do if a person is infected, suspect of being infected or close contact
of someone infected, so that we would not be panic especially during this hard times
Weakness
Everything has pros and cons, even the ministry. The Ministry of Health lacks
sufficient workers, doctors, and government-based hospitals. This can be seen from the fact
that many Ministry of Health officers cannot even take a break even for day because they
lack workers at the patient care centre during this pandemic.
Furthermore, the lack of experience in handling a pandemic is the main reason the
Ministry of Health is having difficulty keeping the chain of infections under control as this is
the first time they have experienced such a serious situation. It seems that they did not
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manage to have a good strategy to get rid of the virus and cure the infected person quickly
and effectively from the beginning.
Other than that, The Ministry of Health needs more media coverage to ensure that
they can deliver information and messages to all Malaysians. However, not all areas in
Malaysia have access to the media such as social media, television, radio, or newspapers.
This leads to limited communication between the ministry and certain people in rural areas.
Opportunity
The Ministry of Health stands to gain a lot from this campaign. Primarily, we aim to
help the ministry by reminding the masses that the pandemic is not yet over, and that the
frontliners are the ones who would suffer the most. Ideally, this campaign would make the
public more empathetic towards the frontliners’ struggles in containing the virus over the past
year.
Moreover, this campaign would hopefully see a decline of people going out
unnecessarily. This means that there would be less potential for the public to get infected,
thus a step closer for the ministry to contain the virus. The cooperation of the public is key in
stopping the spread of the virus.
Furthermore, this campaign can symbolically act as the ministry’s cry for help. As the
ministry of health already have their hands full, this would act as good publicity and wake-up
call for the entire nation. From fishermen to local businessmen, students to policymakers, the
nation would be reminded that the Ministry of Health is the country’s first line of defence in
combating the virus.
Threat
The spike in misleading information has now become a major problem that the
Ministry of Health is facing. Although the spread of false information is not novel nowadays,
it is worrying to see this happen in respects to the Ministry of Health. As a result, social
media user may promote the wrong idea, information or even news through their Twitter and
Facebook by retweeting and liking the posts that shows the ministry in a negative light. As
we already know, the spreading of false information is not something new to this pandemic,
however the effect of it is growing anxiety and fear among the public which makes them
hesitate to trust any sources even though the sources come from Ministry of Health itself.
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Therefore, the biggest threat toward the Ministry of Health is the trust of the people.
Even though the ministry has implored all Malaysians to stay at home, there are still many of
those who refuse to give their cooperation because they distrust the ministry’s competency in
handling the pandemic since cases are still increasing day by day. Hence, public participation
of a campaign conducted by the Ministry of Health is a major concern.
1. Target Audience
In light of the recent increase of cases, Clarity PR is targeting this Stay-At-Home
campaign towards school students, their parents, and their teachers. Based on the statistics
provided by the Ministry of Health, the Education Sector has seen a rapid increase in cases
during the first quarter of 2021. We, at Clarity PR, feel strongly towards students and
especially the younger generation as they are growing up during very turbulent times. Many
decisions are ultimately out of their control, hence making them victims that have no power
in controlling the situation and coming on top of this pandemic. Therefore, their parents are
the biggest contributing factor regarding whether students are staying at home or not as the
student’s livelihood and wellbeing are governed by the parent’s support. Additionally,
teachers also play a pivotal role in ensuring student safety and education at school. Our
agency takes the matter of students contracting Covid-19 very seriously as they represent the
future of our nation. It would be a very dreadful event should their lives be taken away from
them early.
2. Research
Interviewing is the chosen method of research as we would be able to gauge and
understand our informants better. By communicating directly with our informants, we can
paint a clearer picture and form a comprehensive understanding of their concerns,
suggestions, and predicaments. From these interviews, we can structure the stay-at-home
campaign around it. Additionally, we will be conducting interviews with not only the high
school and primary school students, but also the parents and teachers as well.
Our team is working on conducting a massive interview that would cover many
grounds regarding the education sector. We target to at least interview 10 different
households and 10 teachers from different schools in selected red-zone districts of each state
in Malaysia, totalling up to roughly 280 informants. Within each household, we would be
interviewing the parents as well as their children. The teachers on the other hand, must also
come from different school districts and hold different positions, from senior teachers to the
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principal itself. We would also ensure that we cover different household and schools with
different socio-economics status (T20, M40, and B40) to collect a more inclusive result.
However, this could likely be subject to change due the feasibility, appropriateness, status of
covid-19 cases, or time limitation of such an undertaking. Ultimately, we would be
conducting this research until we have collected sufficient data that would help in structuring
the campaign.
2. 1. List of Questions
Below are three (3) separate list of questions depending on the category of informant:
Students, Teachers, and Parents. It should give a rough idea of what we aim to understand
from our informants, however, additional follow-up questions may be asked depending on the
situation.
a. Students
We decided to ask these questions because we need to get a better grip and
understanding towards school students’ activities before, during and after school sessions.
We also need to know about their current protocol; are they following the school Standard
Operating Procedure (SOP) as being implemented by the government or not?
Questions 1 to 5 asks the students about their opinion regarding school, online class
and physical class. Then, from question 6 to 8 we ask them about their role in following the
school SOP that has been implemented. While question 9 to 12, we would like to know their
opinion on school session and examination. Finally, from question 13 to 15, they are aim
towards the students’ actions after they finish their school session.
Below are among of the intended question that we at Clarity PR are asking on the
student:
1. What do you think of school reopening?
2. Do you like online class?
3. How challenging is online class?
4. Do you prefer physical class more?
5. Is it better to study in school than at home?
6. Did you follow the SOP before entering school?
7. Do you wear your mask when in school?
8. Did you maintain a safe distance?
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9. Do you miss physical class?
10. Do you miss your teachers and friends?
11. How do you feel when the exam is being postponed?
12. Should exam be continued but with stricter SOP?
13. Do you still follow the SOP after school session?
14. Do you wash your hands and change your clothes after you reached home?
15. Do you think we should continue with physical class even when the cases are
increasing?
b. Teachers
Due to cases of Covid19 infection in schools that reported by the Ministry of Health
are increasing every day, we need to know more about how the teachers make sure that their
students are following SOPs in schools and to what extent the SOPs can guarantee their
safety to not infected by the virus. In addition, we also wanted to acknowledge what is the
pros and cons of having a new norms teaching environment from the teacher's point of view.
Questions 1 to 5 is to ask the teachers opinions on the Standard Operation Procedure
(SOP) that has been provided by the government. Next is, question 6 to 11 was about the
Online Distance Learning (ODL).
1. Do you think that the provided SOP is well enough to protect your students from the
infection?
2. As far as you can see, how your students can corporate with the SOP?
3. As a teacher, what did you do to make sure that the student are following the SOP?
4. What are the challenges that you have to face in teaching due to follow the SOP?
5. What do you think about the hybrid system provided by KPM in order to reducing the
risk of infection among students?
6. What are the benefits that you can see of having an ODL?
7. What are the challenges when you are teaching from home?
8. Is it necessary for all teachers to get an intensive training on a new norms teaching skills?
9. How the teachers manage to teach students that have to sit for big exam like SPM
candidates within this situation?
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10. How the teachers help their students that might have problem while ODL?
11. Which one do you prefer, teaching at home or school?
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c. Parents
Parents are crucial to interview when it comes to primary and secondary school
students. Their input will shed a lot of light regarding how their household is responding
towards the pandemic. Household culture is important to understand because it can show
whether or not the students are informed and taught to handle themselves during the
pandemic. Other than that, we included questions regarding the schooling of their children.
Moreover, we also included questions pertaining to the family’s traveling/outing habits to see
if they frequently leave their house.
Questions 1 – 4 is regarding the parents’ awareness of the pandemic. Questions 5 – 11
is about their children’s schooling and education. Questions 12 – 18 is regarding the family’s
outing habits and frequency.
1. Do you educate and enforce your children regarding the importance of abiding by the
SOPs?
2. Are your children adjusting or rebelling against the new norms?
3. Are the covid-19 cases high in your neighbourhood?
4. Do you keep track of the covid-19 cases in your neighbourhood?
5. Do you have complete trust in sending your children to school whilst cases are
increasing?
6. How do your children go to school?
7. What are your biggest concerns when sending your children to school?
8. Have you provided a suitable and conducive environment for your children to study at
home, should they be required to attend online classes again?
9. Are you able to find your children other means of giving them supplementary classes
rather than sending them to a tuition centre? Online for example?
10. Do you think the school your children attend provides a better learning environment
than at home?
11. What is your opinion on hybrid classes for school students?
12. Does your family have a lot of outings together? Going to the mall or park for
example?
13. Do you travel a lot as a family?
14. How often do you as a family leave the house? For example, to eat out, do chores, or
buy groceries and household supplies?
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15. Do you have access to get daily necessities online?
16. How often does your child leave the house? Either to play or meet with friends?
17. Do you supervise where your children go when they are outside?
18. Do you send your children outside to do chores?
Goal
Clarity PR’s goal with this stay-at-home campaign for the Ministry of Health is that: The
education sector will no longer see an increase of infection cases, especially children and
teenagers.
Objective
1. The primary objective of this campaign is to raise awareness regarding the importance
and benefits of staying at home in the midst of the Covid-19 pandemic.
2. Our next objective is to help the Ministry of Health to reduce the numbers of cases by
launching an online petition to get enough voices for Ministry of Education consider
to change the lectures from physical to online
3. Thirdly, we want to ensure and convince that school students will take the pandemic
seriously by having influencers use their social media platforms to do a public service
announcement.
Messages
1. We aim to help the Ministry of Health Malaysia in flattening the covid-19 curve by
spreading positivity in adhering to the standard operating procedures.
2. We want to empower parents and teachers to take a stern stance in educating and
protecting the younger generation from infection.
3. We are committed in ensuring that primary and secondary school students are aware
of the dangers of violating standard operating procedures and hygiene.
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Timetables
Our company will conduct our ‘Stay at Home’ campaign for a total of four weeks or
one month, for the whole month of June. Moreover, for that whole month we will create an
alteration between our main goals and objectives. This is to ensure that our main goal for the
week would be done more efficiently and without any flaws before we could continue on our
next main objectives.
On each week we will have different ways to promote our campaign and below are
the examples of what we will be doing throughout each week:
Week 1 – Promotion through Clarity PR Social Media
Tuesday
01/05/21
Wednesday
02/05/21
Thursday
03/05/21
Friday
04/05/21
Saturday
05/05/21
Sunday
06/05/21
Monday
07/05/21
Facebook
Instagram
Twitter
Week 1 Timetable
For the first week of the month we from Clarity PR will conduct a promotion and
advertisement through our, Clarity PR company owned social media. We will promote our
campaign through social media such as, Instagram, Facebook and Twitter. On the first three
days of the week, we will be focusing on promoting our campaign through Facebook since it
is the most used social media especially in Malaysia. Then on the fourth and fifth day, we
will be using Instagram and Twitter by posting Twitter threads and Instagram post and
stories.
Week 2 – Physical Pamphlets
Tuesday
15/05/21
Wednesday
16/05/21
Thursday
17/05/21
Friday
18/05/21
Saturday
19/05/21
Sunday
20/05/21
Monday
21/05/21
West
Malaysia
East
Malaysia
Week 3 Timetable
Then, by the second week, we are going to use physical non-media tactics of
spreading and giving pamphlets throughout the country on almost every cities and states
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possible. We will be touring around the country especially to those parts that needed help the
most. It might take more than a week to travel thus why we will be giving multiple groups to
travel to different states to hand out our pamphlets.
Week 3 – Promotion through Social Media Influencer
Tuesday
08/05/21
Wednesday
09/05/21
Thursday
10/05/21
Friday
11/05/21
Saturday
12/05/21
Sunday
13/05/21
Monday
14/05/21
Influencer 1
Influencer 2
Influencer 3
Week 2 Timetable
Next, on the third week of our campaign, we will be requesting influencers for help
by giving them and their platform to promote our campaign through social media. This is to
ensure that more and more people to notice our company’s campaign and how it matters
especially during this Covid-19 pandemic. We are giving them an advertisement as the bases
and then giving them a total creative control on how they will promote our campaign. They
will also be given the amount of promotion they can make daily for the whole week.
Week 4 – Online Petition
Tuesday
22/05/21
Wednesday
23/05/21
Thursday
24/05/21
Friday
25/05/21
Saturday
26/05/21
Sunday
27/05/21
Monday
28/05/21
Platform 1
Platform 2
Week 4 Timetable
Finally, by the end of month, during the fourth week, we will be doing an online
petition. We will be using our platform to ask the people on how they feel about this
campaign and how they are helping the country to combat this pandemic. Our main sources
for an online petition would be ‘www.change.org’ and google forms. We will be giving out
links to multiple individuals from social media to sign petition and gives their thoughts about
the current issues.
Budget
As the crisis of covid-19 continues, everything has switched to a marketing strategy to
the quarantine mode including to our campaign which is stay at home campaign. Throughout
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this crisis we continue to set out clear instructions to the public about what they need to do to
delay the spread of the disease. Minor or major, changes have been made to operation hours,
communication, budget allocation, product releases and planning. Our campaign will be
published by online and we are going to list down the budget for this campaign. Here is the
budget that we are planning for:
- Subscriptions
- Influencers Relations
- Media relations
- Social Media marketing
- Advertisement
We are planning to focus more on advertisements because it is important to use
advertising to communicate with the public on social medias, since everything must be online
and to make sure everyone is staying at their homes. Marketing expenses is where we are
going to share our pamphlet, it is depending on the numbers of the patients from every state
that got infected by the covid-19. For the influencer relations the price will be followed by
their followers on social medias. The more followers they have, the more they are going to
charge but we only chose three influencers for this campaign. Lastly, we choose social media
that have plenty of users such as, Facebook, Twitter and Instagram for the media relations to
communicate more with people through social media.
Below is a spreadsheet of our allocated budget:
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JECT BUDGET (Monthly)
1/6/202
1 2/6/2021 3/6/2021 4/6/202
1 5/6/2021 6/6/2021 7/6/2021 8/6/202
1 9/6/2021 10/6/2021 11/6/2
200
ce 300
3000
2000
2000
1000
1000
1000
1000
1000
1000
1000
1000
1000
1000
1000
1000
280
125
125
800
600
500
500 19000 530 1900
Media and Non-Media Tactics
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In light of the current movement control order and its potential extension, our agency
has decided to conduct our campaign via primarily online platforms and a single non-media
approach. The tactics that we are adopting are advertisements of via social media, online
petitions, and pamphlets. These approaches were chosen as it upholds the core intention of
our stay-at-home campaign which is to comply with the new norms and maintain social
distancing via self-isolation. Below are the contents of each of our tactics and approach.
Social Media
We have chosen to promote our ‘Our Home is Our Shield’ campaign through social
media. Social media has been the powerhouse to promote advertisement, especially during
this modern age. People are more and more connected with social media than any other
media such as radio, television or printed media like magazines and newspaper. This is to
ensure that our campaign can be viewed and read by the whole nation.
Through these social media, we can educate people on avoiding and preventing us and
others from being infected by Covid-19. Social media are one of the best platforms there is
available to promote such ideas. People are able to learn more and more about the virus and
its damning effect on the people. Through Twitter threads and Instagram stories, we can post
multiple issues, articles, and works that can help us prevent this virus from spreading more
and more prevalent.
Social media influencers and artist are some of the few factors that most people are
using social media. They want to keep up with the lives of their idol. Thus, they will be a
great addition in helping us promoting our campaign. Social media influencers can do live
talk, post advertisement and do stories to aid us in promoting our campaign. Since their fans
are looking up to these influencers, they will most likely follow and spread this campaign to
other groups of people, thus making it viral and will be spread towards every part of the
country.
We will also be touching on why children have to be more cautious during this Covid-
19 pandemic. Since children and teenagers spend most of their time online through the
internet and social media, we can spread our messages to them. Children, especially those
still in school, should stay at home and do online classes instead of physical class. This is
because children are still naïve regarding this pandemic issue and are prone to disregard their
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safety by not following the sop given. If they are needed to go to a physical class, sop should
be stricter than before to avoid cases cluster involving school children.
In conclusion, social media such as Facebook, Instagram and Twitter all have their
unique features that can help us in promoting our campaign. Social media can help spread our
message across the nation regarding the pandemic. We can promote more advertisement,
request help from influencers and give children further insight regarding the pandemic, we
can finally put a stop in spreading Covid-19.
Below are some of our posters that we will post on our social media accounts such as
Instagram, Twitter and Facebook. In our first poster, we highlight the students' lives that
might get threatened during this pandemic if they still have to attend physical classes. Doing
this will get many attentions and raise awareness from other people regarding this issue.
Next, in our second poster, we explained how dangerous covid-19 can be towards students
under the age of 18 years old in the hope many people will realize that people who are around
their age to attend physical classes are bad for them. After that, we provide a few primary
Standard Operating Procedures that students can follow in school in our third poster. Lastly,
in our fourth poster, we explained how online classes are so much better for students than
physical classes in the midst of Covid-19.
*Posters for our Social Media Advertisements will be found in the Appendix section
Online Petition
Online petitions are a great way to gain the attention of the public. Although it might
not directly affect the course of the campaign, it does attract more traffic, attention, and
awareness regarding the issue. It is only one small part in the larger campaign. The idea
behind the online petition is to spark a discussion among the public regarding the safety of
school students who must attend schools despite the increase of Covid-19 cases within that
sector. The petition can act as a place where concerned citizens of Malaysia can rally and
attempt to initiate a change towards the current escalation of cases in Malaysia. By bringing
attention to this issue via an online petition, it could raise citizen awareness of the campaign,
garner participation of the campaign, have citizens realize the severity of the cases, and be
picked up by journalists to cover the campaign.
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Furthermore, in alignment of our objectives to reduce the number of clusters related to
the education sector, it is our hopes that the online petition would also reach the attention of
the Ministry of Education to repeal the order to send school students to return to school. This
would not only alleviate the number of cases for the Ministry of Health’s frontliners to
overcome the staggering amount of cases, but also protect the future generation.
Our online petition will be made through www.change.org, a well-established online
petition platform often used by Malaysians. The details of our online petition is as below:
 Platform : www.change.org
 Title : Stay at Home for our Doctors, Self, and Future!
 Audience : The people of Malaysia; The Parents of Malaysia; The Teachers
of Malaysia; The Ministry of Education
 Message : (See below)
The Covid-19 pandemic has not ended, cases are still increasing by the day as more and
more people have taken the situation lightly. The alarming influx of new cases, especially
within the education sector is a cause for concern as innocent children and school students
have been infected.
We implore Malaysians to take part in our "Our Shield is Our Home Campaign" with the
intention to remind the public that the battle against our unseen enemy is not yet over. We
urge that responsible adults in Malaysia to continue complying with the day-to-day
standard operating procedures as advised by the Ministry of Health Malaysia. It has taken
countless of lives from the elderly to the youth. To safeguard the future of our country, we
must stand united and take it as our responsibility to stay at home to let our esteemed
doctors fight back against the Coronavirus.
Furthermore, we ask that parents and educators do their best in educating and protecting
the younger generation of the dangers of violating SOP’s. With the recent increase of cases
from the education sector, not only is your children at risk, but also teachers, families,
neighbours and so forth.
Moreover, this is addressed to policymakers, we are very concerned regarding the decision
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to allow children to attend school in the midst of a deadly pandemic. The increase in cases
in the education sector was in large part because of the re-opening of face-to-face school
sessions. We request that schools close and students receive their education online as a
means to keep them safe.
Sign this petition to show your solidarity with the people of Malaysia and show your
resolve in seeing the end of the pandemic!
Respectfully, Clarity PR.
By capitalizing on our initial social media tactic, the link to the online petition can be shared
through our posters and on the Clarity PR social media accounts. Hopefully, the participation
of signers of the petition will make the campaign receive higher recognition among
Malaysians.
Online Petition Poster
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Pamphlet
The pamphlet dissemination method is our chosen non-media tactic to persuade the audiences
to keep staying at home while the pandemic is still ongoing. We are planning to focus on
disseminating these pamphlets to hotspot areas where the highest Covid-19 cases are
recorded and a rural area that does not have internet access facilities. We will provide about
nineteen thousand pieces of pamphlets to be distributed to fifteen states all over Malaysia.
Our pamphlet is divided into three parts. The first part explains the purpose of study at home.
The second part explains the purpose of working from home and lastly is about productive
and interesting things that we can do other than study and work at home. The reason why we
chose these three parts for our pamphlet is to look more convincing towards the audience that
they need to stay at home in order to fight this virus from spreading continuously. We
highlighted the topic on study and work at home because the highest risk group that got
affected by the virus of Covid-19 are students and employees.
*The Pamphlet can be found under the Appendix section
22

Appendix
POSTER 1
23

POSTER 2
24

POSTER 3
25

POSTER 4
26

The
Pamphlet
27

Evaluation Plan
The purpose of this survey is solely to gather feedback from the online campaign “Our Home
is Our Shield” that has been promoted through Clarity PR’s social media, change.org online
petition, and pamphlets that have been sent to various households throughout Malaysia. The
contents of this survey is strictly confidential and does not require to give out personal
information. The survey consists of four (4) sections A, B, C, and D. Please fill out every
28

single question as your response is highly appreciated as it can be used to improve our next
campaign!
Section A – Demographic: Please tick (✔) in the boxes below or provide your own answer
if necessary.
1. Gender: ☐Male☐Female
2. Age group:
☐7-12 ☐13-17 ☐18-20 ☐21-29 ☐30-39 ☐40-49
☐50-59 ☐60+
3. Which State are you from: ___________________
4. Area Covid-19 Risk Level: ☐Green Zone ☐Yellow Zone ☐Red Zone
5. Education Level:
☐Primary School ☐Secondary School ☐SPM
☐STPM/Diploma (or equivalents) ☐Bachelors ☐Masters and above
6. Occupation:
☐ School Student ☐University Student ☐Teacher ☐Lecturer
Other: _____________________
7. Area Covid-19 Risk Level: ☐Green Zone ☐Yellow Zone ☐Red Zone
29

8. Most frequently used social media: ☐Facebook ☐Instagram ☐Twitter
☐YouTube ☐TikTok
Other: _______________________
9. Where do you usually get information from? (You may tick more than one answer)
☐Newspaper ☐Online News ☐Television ☐Radio ☐Social Media
☐Word of Mouth
Other: _______________________
10. Internet Access: ☐Home Wi-Fi ☐Mobile Internet Plan ☐None
11. Internet Speed: ☐None ☐Very Slow ☐Slow☐Average ☐Fast
☐Very Fast
12. Favorite Local Influencer (You may leave blank): ___________________________
Section B - Social Media Promotion Feedback:
Please tick (✔) in each of the following boxes from 1 to 5 as follows:
1 - Highly Disagree 2 - Disagree 3 - Not Certain 4 - Agree 5 - Highly Agree
Part 1: Social Media User 1 2 3 4 5
You have a lot of social media accounts
Social media is very addicting
You spend a lot of time on social media
Social media is user friendly
You gained information through social media
You prefer social media more than other websites to
advertise
Part 2: Advertising through social media 1 2 3 4 5
Our advertisement is easy to understand
Our advertisement is very creative
Our advertisement is interesting to read
Our advertisement is effective
You gain new info from our advertisement
You like our advertisement strategy
30

You would promote our advertisement to others
Part 3: Advertisement through influencer 1 2 3 4 5
Influencer explained the info nicely
Influencer speaks clearly during live talk
Influencer is very creative in promoting the campaign
Influencer is very engaging with their audience
Influencer is very helpful in answering questions
You learn something new from the influencer
Part 4: Social Media Poster Feedback 1 2 3 4 5
Our posters are well organised
Our posters are creative
Information in our posters are helpful
Our posters use high-quality pictures
Our posters are stand out
Our posters have a call to action
Our posters are easy to read and understand
Colours in our posters are attracting
Our posters have the right layout and format
Contrast in our posters are visionary
Do you have any suggestion to improve our social media advertisement?
Section C - Online Petition Feedback:
Part 1 – Online Petition Engagement: Please tick (✔) or provide your own answer if
necessary.
1. Where did you find out about the online petition?
☐Social Media ☐The related pamphlet ☐Word of Mouth
☐The News ☐I looked for it ☐www.change.org
31

Other:______________________________________
a. If Social Media was involved in question 1, please specify:
☐Facebook ☐Twitter ☐Instagram ☐WhatsApp ☐Telegram
Other: _____________________________________
b. Where or Who gave you the information from this Social Media Platform?
☐Friends ☐Teachers ☐Co-Workers ☐Family ☐Public Figures
☐Influencers ☐It was trending
Other: ______________________________________
2. Did you sign the petition? ☐Yes ☐No
If you answered No, can you please state why: __________________________________
3. Did you share the Online Petition with the people you know? ☐Yes ☐No
4. Did any of the people you know signed the petition? ☐Yes ☐No
5. Do you think the goal of 250,000 signatures is attainable? ☐Yes ☐No
Part 2: Please tick (✔) in each of the following boxes from 1 to 5 as follows:
1 - Highly Disagree 2 - Disagree 3 - Not Certain 4 - Agree 5 - Highly AgreeI sta
Thoughts on the Online Petition 1 2 3 4 5
I think that the online petition was well written
I think that the online petition was convincing
I think the online petition shared an important message
I think change.org is a good platform
I learned something new from the online petition
I think petition’s poster sent a clear message
Would the online petition gain the attention of
Journalists?
32

Online Petition Engagement 1 2 3 4 5
The online petition is necessary to spread awareness
The online petition can start a discussion
The online petition voiced out my opinion
I feel the need to promote this online petition
I started having serious discussions about this topic
I started to act more responsibly because of this
petition
I think it is Malaysians responsibility to sign the
petition
Online Petition Poster Feedback 1 2 3 4 5
I think the poster sent a clear message
The poster suited the online petition
The hashtags are catchy and trendy
The poster looks welcoming or pleasing
The poster included all the information about the
petition without having to read the petition
I think people would sign the petition just by the poster
alone
Do you have any suggestions to improve our online petition?
Section D – Pamphlet Feedback:
Please tick (✔) in each of the following boxes from 1 to 5 as follows:
1 - Highly Disagree 2 - Disagree 3 - Not Certain 4 - Agree 5 - Highly Agree
Part 1: Pamphlet Content 1 2 3 4 5
The pamphlet contains a complete information of the
campaign
The pamphlet is incredibly unique
33

I think the info graphic are helpful
I think it has an eye-catching colour combination
The attractiveness of the pamphlet
Part 2 : Pamphlet Feedback 1 2 3 4 5
The pamphlet is well-designed
I think it is easy to read
I think it is full of useful information
I think this pamphlet is very convincing
I think it shared important messages
I think I will share this pamphlet with others
Do you have any suggestions to improve our pamphlet?
The purpose of this survey is solely to gather feedback from the online campaign “Our Home
is Our Shield” that has been promoted through Clarity PR’s social media, change.org online
petition, and pamphlets that have been sent to various households throughout Malaysia. The
contents of this survey is strictly confidential and does not require to give out personal
information. The survey consists of four (4) sections A, B, C, and D. Please fill out every
single question as your response is highly appreciated as it can be used to improve our next
campaign!
Section A – Demographic: Please tick (✔) in the boxes below or provide your own answer
if necessary.
13. Gender: ☐Male☐Female
14. Age group:
34

☐7-12 ☐13-17 ☐18-20 ☐21-29 ☐30-39 ☐40-49
☐50-59 ☐60+
15. Which State are you from: ___________________
16. Area Covid-19 Risk Level: ☐Green Zone ☐Yellow Zone ☐Red Zone
17. Education Level:
☐Primary School ☐Secondary School ☐SPM
☐STPM/Diploma (or equivalents) ☐Bachelors ☐Masters and above
18. Occupation:
☐ School Student ☐University Student ☐Teacher ☐Lecturer
Other: _____________________
19. Area Covid-19 Risk Level: ☐Green Zone ☐Yellow Zone ☐Red Zone
35

20. Most frequently used social media: ☐Facebook ☐Instagram ☐Twitter
☐YouTube ☐TikTok
Other: _______________________
21. Where do you usually get information from? (You may tick more than one answer)
☐Newspaper ☐Online News ☐Television ☐Radio ☐Social Media
☐Word of Mouth
Other: _______________________
22. Internet Access: ☐Home Wi-Fi ☐Mobile Internet Plan ☐None
23. Internet Speed: ☐None ☐Very Slow ☐Slow☐Average ☐Fast
☐Very Fast
24. Favorite Local Influencer (You may leave blank): ___________________________
Section B - Social Media Promotion Feedback:
Please tick (✔) in each of the following boxes from 1 to 5 as follows:
1 - Highly Disagree 2 - Disagree 3 - Not Certain 4 - Agree 5 - Highly Agree
Part 1: Social Media User 1 2 3 4 5
You have a lot of social media accounts
Social media is very addicting
You spend a lot of time on social media
Social media is user friendly
You gained information through social media
You prefer social media more than other websites to
advertise
Part 2: Advertising through social media 1 2 3 4 5
Our advertisement is easy to understand
Our advertisement is very creative
Our advertisement is interesting to read
Our advertisement is effective
You gain new info from our advertisement
You like our advertisement strategy
36

You would promote our advertisement to others
Part 3: Advertisement through influencer 1 2 3 4 5
Influencer explained the info nicely
Influencer speaks clearly during live talk
Influencer is very creative in promoting the campaign
Influencer is very engaging with their audience
Influencer is very helpful in answering questions
You learn something new from the influencer
Part 4: Social Media Poster Feedback 1 2 3 4 5
Our posters are well organised
Our posters are creative
Information in our posters are helpful
Our posters use high-quality pictures
Our posters are stand out
Our posters have a call to action
Our posters are easy to read and understand
Colours in our posters are attracting
Our posters have the right layout and format
Contrast in our posters are visionary
Do you have any suggestion to improve our social media advertisement?
Section C - Online Petition Feedback:
Part 1 – Online Petition Engagement: Please tick (✔) or provide your own answer if
necessary.
6. Where did you find out about the online petition?
☐Social Media ☐The related pamphlet ☐Word of Mouth
☐The News ☐I looked for it ☐www.change.org
37

Other:______________________________________
a. If Social Media was involved in question 1, please specify:
☐Facebook ☐Twitter ☐Instagram ☐WhatsApp ☐Telegram
Other: _____________________________________
b. Where or Who gave you the information from this Social Media Platform?
☐Friends ☐Teachers ☐Co-Workers ☐Family ☐Public Figures
☐Influencers ☐It was trending
Other: ______________________________________
7. Did you sign the petition? ☐Yes ☐No
If you answered No, can you please state why: __________________________________
8. Did you share the Online Petition with the people you know? ☐Yes ☐No
9. Did any of the people you know signed the petition? ☐Yes ☐No
10. Do you think the goal of 250,000 signatures is attainable? ☐Yes ☐No
Part 2: Please tick (✔) in each of the following boxes from 1 to 5 as follows:
1 - Highly Disagree 2 - Disagree 3 - Not Certain 4 - Agree 5 - Highly AgreeI sta
Thoughts on the Online Petition 1 2 3 4 5
I think that the online petition was well written
I think that the online petition was convincing
I think the online petition shared an important message
I think change.org is a good platform
I learned something new from the online petition
I think petition’s poster sent a clear message
Would the online petition gain the attention of
Journalists?
38

Online Petition Engagement 1 2 3 4 5
The online petition is necessary to spread awareness
The online petition can start a discussion
The online petition voiced out my opinion
I feel the need to promote this online petition
I started having serious discussions about this topic
I started to act more responsibly because of this
petition
I think it is Malaysians responsibility to sign the
petition
Online Petition Poster Feedback 1 2 3 4 5
I think the poster sent a clear message
The poster suited the online petition
The hashtags are catchy and trendy
The poster looks welcoming or pleasing
The poster included all the information about the
petition without having to read the petition
I think people would sign the petition just by the poster
alone
Do you have any suggestions to improve our online petition?
Section D – Pamphlet Feedback:
Please tick (✔) in each of the following boxes from 1 to 5 as follows:
1 - Highly Disagree 2 - Disagree 3 - Not Certain 4 - Agree 5 - Highly Agree
Part 1: Pamphlet Content 1 2 3 4 5
The pamphlet contains a complete information of the
campaign
The pamphlet is incredibly unique
39

I think the info graphic are helpful
I think it has an eye-catching colour combination
The attractiveness of the pamphlet
Part 2 : Pamphlet Feedback 1 2 3 4 5
The pamphlet is well-designed
I think it is easy to read
I think it is full of useful information
I think this pamphlet is very convincing
I think it shared important messages
I think I will share this pamphlet with others
Do you have any suggestions to improve our pamphlet?
40