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IPG Mediabrands Malaysia unveils new project for underprivileged communities

IPG Mediabrands Malaysia has announced its latest effort, Project Illuminate, a Mediabrands-wide CSR initiative to help empower and educate underprivileged communities.
The CSR initiative leverages off core competencies of the network, spanning media, creative innovation, digital, technology and mobile, to create useful and engaging educational content in a modular format. These education pieces are then rolled out to disadvantaged sectors of the community, providing them with additional skills through knowledge transfer from talents within Mediabrands. These talents offer their time and resources to create the bespoke content, and deliver it on a voluntary basis.

Commenting on the initiative, CEO of IPG Mediabrands, BalaPomaleh said, “Previously, Mediabrands Malaysia had no umbrella CSR activity to link our talents, our skills, and a purpose. We undertook this initiative as it acts as a very sustainable bridge towards our giving, and we are able to utilise our in-house skills and expertise to create relevant and engaging educational modules. It is heartening to see the roll-out by our very own talents, who volunteer their time to deliver it across the communities in need.”

Project Illuminate was launched with an eight-part digital training module on using Social Media for business, culminating in a site visit to the Mediabrands offices last week. The module was developed in collaboration with the team from Society, the social media and content-marketing agency within the Mediabrands network. Future modules will be created by different in-house experts, with the content falling across the digital spectrum.

The Social Media for Business module was delivered to students at the YWCA Kuala Lumpur’s Vocational Training Opportunity Centre (VTOC), which was established in 1998 to provide vocational skills training for young women and girls from economically disadvantaged sectors of the community. The VTOC training programme sets out to train young women in the following courses: Certificate in Commerce, Kindergarten Teachers’ Training, Sewing & Tailoring, Culinary & Bakery and Hairdressing & Beauty Care, with around1400 young women having completed their courses from 1998 to present.

“We viewed the Social Media for Business module as a useful add-on to the already vital vocational training being provided by VTOC for these young women,” said Bala. “Through digital skills and media, we looked to empower the trainees to become more self-supporting, giving them the ability to have a digital lens on how they would view their future towards developing income generating businesses.”

June Yeoh, Chairperson of VTOC said, “We aim to provide holistic education for these young women. Apart from integral course related subjects, we expose the trainees to a wide variety of courses such as leadership training, and social issues and awareness programmes. We appreciate this digital training offered by IPG Mediabrands, as it serves to make their education more relevant with 21st century application, so they may further contribute towards nation building.”