Exercise 1 Market Research Muhammad Umar 0138159

 

1. What is WWF-Malaysia and when was it founded?
   As I researched about WWF Malaysia, I found out that it stands for WWF, meaning Worldwide Fund for Nature. It is a non-profitable organization and was established on 13th January 1972 as a National Conversational Trust, which was majorly affiliated with WWF as Global Networks. And I was surprised to know that it was founded by two people in Pealing Jaya Selangor and initially It was known as Tabung Alam Malaysia and its mission was to protect the rich biodiversity of Malaysia and national heritage.
2. Who were the key people behind WWF-Malaysia’s founding?
   The first president of WWF Malaysia was the Tan Sri Kher Johri which was a prominent Malaysian statesman and ardent nature lover as well. He was also presented as official WWF charter in 1972 by HRH Prince Philip Duke of Edinburgh for symbolizing the launch of WWF Malaysia operations and additionally the organization's first patron was the late Sultan Azlan Shah of Perak. For reflecting strong support from Malaysian reality in nature conversation campaign. These are majorly the early figures, leaderships, and credibility settings. The tone for WWF Malaysia enduring commitment to environmental cause.
3. Why was WWF-Malaysia established in 1972?
   When I researched on the establishment of WWF in 1972, I got to know that in response to growing concern about wildlife and loss habitat of the countries by early 1970s, there was a clear and important need for dedicated local organization to save the Malaysian unique flora and fauna. As it was a part of WWF's global mission, the Malaysian office was created majorly focused on endangered species like tiger, turtles to secure funding from public support for conversation. In essence, WWF Malaysia founding vision was to promote harmony between human being and nature in Malaysia, also ensuring the development would not come at expense of country's national heritage.
4. Where did WWF-Malaysia begin its work and where does it operate now?
   The first office of WWF Malaysia was a tiny space in Selangor, Pealing Jaya, which was formed by two people, launched the organization starting projects. The very first project was Survey of Pulau Gaya in 1972 conducted with Sabah Parks to assess its suitability as a marine park. WWF Malaysia over the decade’s operation expanded nature-wide and today it headquarters is in Pealing Jaya maintaining program offices in Kota Balu, Sabah, Kuching, Sarawak, and among local field offices. And they are fully and truly expanding the country's diverse ecosystems.
5. How has WWF-Malaysia evolved over the decades?
   WWF Malaysia has been grown from a small wildlife focused unit into one of the largest country's environmental organizations. In early days, the focus was primarily on the wildlife conservation and protecting endangered species like Malaysian Tigers, Turtles. by 1870sits scope broadened into Habitat Protection and Management of Protected Areas. The organization name was changed in 1982 from Wildlife Fund to World Wildlife Fund for Nature, to reflect its broad environmental mandate. Today, WWF Malaysia employs around 200 staff working on the over 90 conservation projects, nationwide.
6. What have been key milestones in WWF-Malaysia’s journey?
   Over the past 50 years, WWF-Malaysia has marked several key milestones that shaped its conservation journey. Its first major project in 1972 was the Pulau Gaya survey, which led to the creation of Tunku Abdul Rahman Park in Sabah. In 1977, it launched a mobile education unit that reached over a million students by 2004. In 1981, it helped survey Lanjak-Entimau Wildlife Sanctuary in Sarawak, later gazetted for protection. During the 1980s–90s, WWF contributed to establishing Danum Valley and Royal Belum State Park. Between 2013–2017, it intensified tiger conservation and helped create Amanjaya Forest Reserve. After 13 years of work, Tun Mustapha Park was launched in Sabah. By 2017, WWF had protected 500,000 hectares of land and reached 1.2 million students — each milestone reflecting growth in mission and strategy.
7. When did WWF-Malaysia experience shifts that strengthened its direction?
   WWF Malaysia direction has been majorly shaped by both global and local shifts. Changes occurred in 1982 when organization along with WWF globally broadened its identity from solely wildlife to wider nature conversation adopting name as World Wild Fund to emphasize sustainable resources management along species protection. WWF Malaysia shifted enabled to tackle issues like freshwater ecosystem, deforestation, climate changing, addition to saving wildlife. Another pivot came in 2000s, an alarming decline in iconic species in Malaysian tigers. WWF Malaysia to intensify its focus on anti-poaching habitat corridors and community engagement for conversations. The organization has enlarged closed with nature and global agendas around that time. Example with the UN Sustainable Development Goals in 2010s.
8. Who are WWF-Malaysia’s partners and stakeholders in its mission?
   WWF-Malaysia has a broad network of partners across sectors, to achieve its conservation goal. The key stakeholders are government agencies, such as national ministries and wildlife departments, with whom WWF collaborates and establishes new policies to protect the areas. The organization also partners with Indigenous people and local communities living in community based sustainable living programs for the Community Based Conservation project for the local people WWF Malaysia has collaborated with corporations like Maybank, PETRONAS, and Touch & Go, which provide funding and innovations for projects.
9. What is the mission of WWF-Malaysia?
   The major mission of WWF Malaysia is aligned with the WWF global mission to stop the degradation of Earth's natural environment to build the future in which humans live in harmony with nature. If we say in practical terms, the mission can be seen as conserving biodiversity, enduring sustainability of the natural resources, promoting pollution reduction and waste preservation for a cleaner, healthier planet.
10. What is WWF-Malaysia’s vision for the future?
    Currently, the goal of WWF Malaysia is preserving the loss of nature and transformation Malaysia into a sustainable nature by 2030. The vision was highlighted by WWF at its 50th anniversary in 2022 as a guiding star in coming decades. The vision aligns with global targets like SDGs and the national aim to bend the curve of biodiversity loss by 2030. It's an ambitious future state — forests and oceans are healthy, species populations are recovering, Malaysian society and industries actively support ecological sustainability. The mission is conservation mission inspiring collective actions towards a greener, more resilient nation.
11. Why are WWF-Malaysia’s mission and vision important?
    The mission of WWF Malaysia is to live in harmony with nature and address environmental problems, root problems like climate change and habitat loss. It guides to protect ecosystem and Malaysian lives affected. The 2030s vision provides aligns perfectly with the global goal of SDGs and Paris Agreements for urgency. Together, they ensure all actions focused on long-term impact for planet and people.
12. What are WWF-Malaysia’s core focus areas or causes?
    The core focus area and causes of WWF Malaysia is 6 main areas: Wildlife, Freshwater, Climate Change and Energy, Forest, Oceans, and Food. It aims to protect the ecosystems like coral reefs, rainforests, conservation, endangered species especially tigers and turtles. Ensure clean water and safe climate change or fight with the climate change throughout the forest-based solutions and promote sustainable farming, reasonable consumption to tackling the both major problems of environmental issues and their root causes.
13. How do WWF-Malaysia’s core causes align with the UN Sustainable Development Goals (SDGs)?
    So, majorly, WWF Malaysia's work supports SDG 15 Life on Land, SDG 14 Life Below Water, SDG 13 Climate Action, SDG 6 Clean Water, SDG 2 Zero Hunger, SDG 7 Clean Energy, and SDG 12 Responsible Consumption. Their collaboration efforts also support SDG 17 Partnership. Each program directly contributes to achieving global sustainability goals.
14. Who benefits from WWF-Malaysia’s conservation work?
    From WWF Malaysia's conservation work the benefits are directly through protected species and restored habitats. Malaysians gain clean water, air, climate, and sustainability and stability. Local communities and eco-tourism benefit from sustainable, practices. Over 1 million students benefit from WWF education programs globally. Preserving Malaysian ecosystems helps fight climate change. Ultimately, people and nature benefit together now and for future generations.
15. What are the strengths of WWF-Malaysia as an organization?
    WWF Malaysia's strengths include the 50 years of trusted brand, conservation experience, and multi-disciplinary staff. It has corporate support backed by WWF global network, and it has achieved like protecting over 1.3 million hectares. These strengths ensure credibility, resources, and strategic influence over long-term conservation.
16. What are some weaknesses or challenges faced by WWF-Malaysia?
    WWF Malaysia faces resilience, funding, and it can be risky, especially during economic downturns. It is covering the border issues, may stretch its resources thin. Mostly public doesn't always lead to action or ongoing arguments is needed. Their partnership with corporation’s spark criticism for being too lenient sometimes. Bureaucratic delay, landscapes can slow conservation efforts while shifting political problems.
17. What opportunities exist for WWF-Malaysia to further its cause?
    As the rising interest in stability offering opportunities from the youth of Malaysia, the tech tools like mobile apps can improve conservation efforts. More companies now seek ESG partnership openings, new collaborations in Malaysia, and more communities like Commitment provide space for policy support and international biodiversity funds, sources for impactful local projects.
18. What external threats could hinder WWF-Malaysia’s efforts?
    There are many external threats like degradation of environment, climate change, pollution. These types of change can continue to worsen the threatening progress of WWF Malaysia's effort. Political shifts can also impact short-term development priorities may reduce conservation support which can hinder more. If funding drops during economic crisis then it can heavily affect the challenging environmental policies. Misinformation and public apathy can weaken the efforts. If WWF Malaysia wants to survive it should have to adopt constantly and should grow under pressure.
19. What recent creative campaigns has WWF-Malaysia launched in the last two years?
    In last 2 years, 2024 and 2023, there are fresh new ideas from WWF malaysia like Video Concert, Horror Bank, Pledge. It also introduced a creative charm for change with partnership of Touch and Go and advocacy campaign like Campaign for Voiceless in Sabah. Efforts in youth-focused area like Sarawak, online mini-campaigns made conservation relatable and widely more engaging.
20. What was special about WWF-Malaysia’s Earth Hour 2023 campaign?
    The special part for the WWF Malaysia Earth Hour 2023 campaign was action-based with a constant support for around calls for 60 minutes of plant-friendly actions, acts like digital detox and cleaning apps. The “Biggest Hour for Earth” theme saw over 410k played hours worldwide. WWF Malaysia had a creative spin that turned a symbolic event into a hands-on conservation moment.
21. How did WWF-Malaysia engage people through Earth Hour 2023 and 2024?
    WWF Malaysia combined online and offline actions like constant influence, support, and hour banks where people pledged eco-friendly actions. As you can see, in 2024, they highly emphasized on the fun accessibility educational events like candlelight concerts and run nights. The national landmarks joined turning Earth Hours into a community-driven, unifying environmental event.
22. What is the “Charms for Change” initiative launched in 2025?
    This promotion, which was started with Touch 'n Go, included smart charms with animal themes (tiger, elephant, orangutan, and turtle) that could be used to make cashless purchases. WWF's conservation efforts are supported by the proceeds. Fintech and everyday environmental awareness are combined in each charm, which has educational material and was scheduled to coincide with Ramadan to promote charitable giving.
23. How does the “Charms for Change” campaign benefit WWF-Malaysia and conservation?
    Through regular use, the campaign raises awareness and generates a consistent flow of funding. By starting conversations, the charms reach new audiences, such as young people in cities. It also serves as an example of how business collaborations might strengthen conservation efforts. Launched during Ramadan, it linked care and giving with the protection of wildlife.
24. What is the “Roar of Legacy” campaign and why is it significant?
    "Roar of Legacy," a 2025 campaign with Tourism Perak, encourages ecotourism and Malayan tiger conservation. Guided hikes, educational initiatives, and community service are among the activities. It makes conservation a public and financial priority by connecting tiger preservation with Perak's sustainable development goals and cultural identity.

 

25. How is WWF-Malaysia using advocacy and policy engagement in recent campaigns?
    WWF-Malaysia uses election advocacy and public surveys, such as the "Campaign for the Voiceless" in Sabah, to influence policy. It advocates for environmental improvements and conveys public views to decision-makers. Additionally, the group supports state and federal conservation laws by offering policy papers and expert opinions.
26. Who supports WWF-Malaysia on social media and how does it leverage these platforms?
    The online community of WWF-Malaysia consists of professionals, students, and environmentalists. It posts updates, campaigns, and instructional content to its more than 220,000 Facebook and 75,000 Instagram followers. Digital platforms are essential for outreach and action because of interactive features like challenges, Q&As, and behind-the-scenes movies that can raise awareness, funds, and volunteers.

 

27.   Why is WWF-Malaysia’s work critical for Malaysia’s sustainable future?
Water, climate, food, and livelihoods are all supported by Malaysia's biodiversity. WWF-Malaysia conserves 1.3 million hectares, safeguards these natural systems, and encourages environmentally responsible economic development. It enables people to live sustainably and is in line with national and international objectives. Malaysia's natural resources would be more vulnerable if it didn't work.

 

 

28.   Q28. Why did WWF-Malaysia and Touch ’n Go launch the “Charms for Change” in Ramadan 2025?

They debuted during Ramadan in keeping with the season's emphasis on compassion and giving. The timing brought cultural values and conservation together in a useful and significant way, encouraging Malaysians to give back while making regular purchases.

 

Q29. How significant is Touch ’n Go’s reach for WWF-Malaysia’s campaign?

With 4 million RFID and 35 million card users, Touch 'n Go assisted WWF-Malaysia in integrating conservation into everyday life. Every purchase served as a reminder of threatened species, greatly increasing the campaign's exposure and audience throughout Malaysia.

Q30. Which four species are featured on the “Charms for Change” collection, and why?

The charms highlight the Malayan tiger, Bornean orangutan, Bornean elephant, and marine turtle. Each represents a vital ecological role and is culturally iconic, chosen to spotlight Malaysia’s rich and threatened biodiversity.

Q31. What educational elements accompany each charm?

A unique bookmark containing important species information is included with every charm to inform users. Through the integration of learning and payment features, WWF-Malaysia incorporates subtle yet powerful conservation messaging into daily life.

Q32. What are the commercial details of the charm campaign?

• Priced at RM35 each
• Available from 20 March 2025
• Sold via Shopee, Lazada, NU Sentral, Bangsar South outlets
  This multi-channel strategy maximized accessibility—from physical outlets to e-commerce—critical for broad reach

Q33. How did corporate and government figures reinforce the campaign?

• Tan Sri Mohd Nasir Ahmad (Touch ’n Go chairman) emphasized integration of fintech and environmentalism.
• Tan Sri Abdul Wahid Omar (WWF-Malaysia chair) stressed urgency, warning future generations may know species only through pictures
• YB Datuk Fahmi Fadzil, Minister of Communications, officiated the launch and personally donated RM20,000 to WWF-Malaysia—showing political backing for conservation tied to civic giving

Q34. What marketing strategy made the charm campaign effective?

Key strategies included:

• Purpose-driven spending: aligning with Millennials and Gen Z who value cause-based consumption
• Limited-edition exclusivity, creating urgency and collector appeal
• Multi-channel distribution, ensuring charm availability across digital and physical shopping platforms
• Ramadan launch, reinforcing the emotional appeal of giving and collective action

Q35. What impact has the campaign generated so far?

Although precise sales numbers are not yet available to the public, media coverage emphasizes the positive social media buzz and robust customer response. Reports from Marketing Magazine, World of Buzz, and Focus acknowledged the campaign as a "movement" as opposed to a simple marketing tactic.

Q36. How does this campaign reflect WWF-Malaysia’s strategic direction?

"Charms for Change" is a prime example of WWF-Malaysia's transition to creative, hands-on involvement. The NGO now uses fintech partnerships, cultural events, and multi-sector collaboration in place of traditional donations or awareness campaigns, demonstrating a flexible, contemporary approach to conservation communication and fundraising.

Reflection

Honestly, after conducting deep research on WWF-Malaysia, it was an eye-opening and valuable experience. At the start, I only thought that the NGO did charity work and protected animals, but I later understood that they are also involved in political advocacy and corporate collaboration. The Kipling Method helped me a lot to understand everything logically and factually and to structure my work properly. While I was exploring more and more about my chosen NGO—its dimensions like history, campaigns, stakeholders, and SDG alignment—I realized WWF-Malaysia’s journey from a small organization was driven by strong leadership, partnerships with companies like Touch ’n Go wallet, and creative campaigns that connect emotionally with Malaysians.

 

I also learned that in today’s conservation work, it's important to be critically innovative and communicative with others. Major campaigns like Earth Hour 2023 and “Charms for Change” turned passive awareness into active participation, especially among young people. This made me reflect on how creativity isn’t just about design—it’s also about using the right strategy at the right time and creating emotional connections with culture to inspire action.

 

From a skills perspective, this work helped me a lot in improving my summarization, source evaluation, and my ability to link facts to larger frameworks like the UN SDGs. One of the biggest challenges for me was filtering large amounts of information and rewriting it in my own words while staying focused on what is truly important.

 

Most importantly, this process and assignment helped me think more like a campaign planner, not just a student. I now feel more confident about creating ideas for upcoming exercises. WWF-Malaysia showed me how sustainability, communication, and creativity work together to create meaningful impact and social change.

References ;

Devex. (n.d.). World Wide Fund for Nature Malaysia (WWF-Malaysia) [Organization profile]. Retrieved from https://www.devex.com/organizations/world-wide-fund-for-nature-malaysia-wwf-malaysia-135353

Kaur, M. (2025, March 3). Hear the roar: Perak launches tiger protection, eco-tourism campaign. The Star. Retrieved from https://www.thestar.com.my/news/nation/2025/03/03/hear-the-roar-perak-launches-tiger-protection-eco-tourism-campaign

Touch ’n Go. (2025, March 26). Touch ’n Go and WWF-Malaysia unite to launch “Charms for Change” raising awareness to protect Malaysia’s endangered wildlife [Press release]. Retrieved from https://www.touchngo.com.my/news/touch-n-go-and-wwf-malaysia-unite-to-launch-charms-for-change-raising-awareness-to-protect-malaysia-s-endangered-wildlife/

WWF-Malaysia. (n.d.-a). Conservation Timeline. Retrieved from https://www.wwf.org.my/about_wwf/conservation_timeline_

WWF-Malaysia. (n.d.-b). “Help protect people and our planet” (Homepage content). Retrieved from https://www.wwf.org.my/

WWF-Malaysia. (2017, April 22). Celebrating 45 years of conservation actions! [Press release]. Retrieved from https://www.wwf.org.my/?23685/Celebrating-45-Years-of-Conservation-Actions

WWF-Malaysia. (2024, March 25). Press Release – Earth Hour 2024: The Biggest Hour for Earth. Retrieved from https://www.wwf.org.my/?32505/Earth-Hour-2024

WWF-Malaysia. (2025, March 26). Press Release – Touch ’n Go & WWF-Malaysia launch “Charms for Change” [Press release]. Retrieved from https://www.wwf.org.my/?33585/Press-Release---Touch-n-Go--WWF-Malaysia-Launch-Charms-for-Change