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Baby Dumping Awareness Campaign Essay Universiti Teknologi Mara ADS - 402 Baby Dumping in Malaysia Introduction The world is drastically changing in all perspectives and the social context is as well progressively in the transformation from the norms, behaviors, and beliefs of man. Consequently, several challenges have come forth, and with help of information technology and communication shading more light to the silent things that have been happening without the knowledge of many individuals. Malaysia as a predominantly Muslim country and society condemns behaviors such as Pre-marital sex or adultery because of its severe consequences on individuals and society as a whole. Allah says in Surah Al-Israa’ verse 32 that “Do not approach adultery; fornication is indeed an abomination and an evil way.” Despite the norms and the checks puts in place to guide behavior, there has been an alarming rate of baby dumping which profoundly is a result of having children out of wedlock. This social problem is growing on yearly basis with the cases of baby dumping increasing significantly leaving the country in despair. The oxford dictionary defines infanticide or baby dumping as the crime of killing a child within a year of birth or the practice in some societies of killing unwanted children soon after birth (Stevenson, 2010). Statistically, in the year 2000 65 cases were reported in Malaysia, 2001 ( cases), 2002 (98 cases), 2003 (92 cases), 2004 (78 cases), 2005 (67 cases), and 2006 (83 cases) (Bedu et al., 2008). Interestingly, the babies in these cases who are sired out of wedlock are left unattended to in unbelievable places such as riverside, mosques,
temples and even dumped in rubbish bins, dirty drains, flushed in toilet bowls, and are exposed to dangerous animal attacks; a trend sickening to come in terms with (Richard, 2010). According to Malaysia's former Women, Family and Community Development Minister, Dr. Wan Azizah Wan Ismail, between the duration from 2010 to May 2019, there have been over 1000-recorded cases of baby dumping. Out of those, 64 percent of the babies were found dead, and the majority of the others died shortly after they were rescued. The root cause of this increase has a positive correlation to premarital sex as reported in the Polis DiRaja Malaysia (PDRM) report, which has recorded a drastic increase in the number of cases reported from 2004 until 2009 (Nortajuddin, 2020). Statistics from the Malaysia Welfare Department for the year 2010 indicates that from the month of January to April, 111 unmarried young girls were pregnant. These figures, however, are not a true reflection for they only depend on cases reported because in many situations unreported cases and pregnancies terminated go unnoticed. National surveys conducted also shows a worrying upward thrust, the 5th Malaysian Population and Family Survey 2014 (MPFS-5) reported an increase from 2.2 percent in 2004 to 4. percent in 2014 in the number of adolescents who engaged in sexual intercourse and additionally learned that 35.3 percent of teenagers - over one-third - were already exposed to pornography. There has been a force behind the rise in baby dumping in countries like Malaysia fueled with globalization and modernity which is an international wave; has swept away religion, race, and ethnicity (Nordin et al., 2012). Regarding previous studies, it is worth to side with the idea that opening up of the world as one village
relevant stakeholders to invest in marketing and communication professionals' to create awareness on the barbaric behavior of infanticide. Literature review The practice of abandoning a baby shortly after birth has always existed and its motives depend upon the social norms of a specific geographic region at a given point in time. (Cesario, 2003) consider the puzzling phenomenon of abandoned babies as one that has a widespread social effect and one which is often subject to social change and circumstances as a result of cultural variation and social conditions. Some literature has pointed out the impact of marketing and communication in creating awareness of baby dumping. The role of marketing communication has changed from merely marketing products from companies and organizations to formulating policies to address issues dominant and affecting the general society, research by Dr. Zulhamri Abdullah from UPM and Terry Threagold from the Cardiff University of United Kingdom presents this. The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks (Cromie, 1991). These include situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution, and media planning; campaign evaluation; planning of follow-up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives
throughout the campaign. This brings a close relation between relevant marketing and success awareness. Marketing communication is brought out in new research by (Gabrielli & Balboni,
- as a method by which companies can establish a dialogue with customers and other stakeholders, about their product/service offerings and/or other company issues. The significance of marketing communications has seen great growth in recent years for several reasons. The emergence of IT and the audience have been redefined thus, fundamentally changed the marketing communication environment. The recurrence of other ways to reach consumers, through traditional and non-traditional media, have made organizations to shift in the ways of communication from a mass communications model and to cope with an increasing number of marketing communication options so that confusion about the firm can be minimized. The IMC came into play in the early 1990s and has been largely adopted by marketing, researchers, and practitioners. According to (Schultz, 1998, p. 337), IMC appears to be the natural evolution of traditional mass-media advertising, which has been changed, adjusted, and refined as a result of new technology. In discussing public relations tools, (Cho, 2019) argues that effective public relations tools involve the ability to engage attention, create catchy press releases, and use digital media to disseminate it. Among the most important tools in public relations is the use of research which remarkably renowned to the media and has a great impact on the customers. Other tools used include writing press releases, internet communication, and interviews (Cho, 2019)
critical feature of IMC. Marketers, therefore, need to know how to use the different communication tools and understand the importance of each contact with a stakeholder. The message dissemination channels, customers, and prospects must be of consideration when planning and implementing a marketing communication strategy. Marketers need to know how to use different communication tools and understand the importance of each contact with a stakeholder. By exploring the role of social media in a business structure over the past few years (Valos et al., 2016) examined a positive relation. (Zhao et al., 2020) established that customers’ loyalty to social media networks for example Facebook page of an organization is associated with social influence, compatibility, and enjoyment and usage behavior associated with the company's offerings. (Turner, 2017) found that customers’ check-in behavior is driven mainly by social enhancement values such as to promote their desired self-image and entertainment value, that is, the enjoyment of interacting with others. (Hittle, n.d) proposed that consumers’ perceptions of luxury brands are by far related to their satisfaction with the luxury brand’s page, and intentions to use the brand’s media platform for online shopping. With the emergence of social media, its future need to share knowledge is well explained by (Sherr et al., 2009). There is a need for transparency when sharing knowledge based on social media. This creates a community where individuals know “who knows whom” and “who knows what.” The right to education is a universal norm and every nation is striving to provide its citizens with this important human right from the Universal Declaration of Human Rights and other human rights treaties under Article 28 and 29 of UNCRC. Besides,
Article 10 of CEDAW to Article 12 of the Federal Constitution provides the right to education as a right for all Malaysian citizens (Mohd Nor et al., 2019). Therefore, there should be no discrimination of anyone in Malaysia to get education, not even the young who get pregnant while still at school. In reality, this is a notion people are yet to come in terms with since the society's perception of unwanted pregnancies is so harsh making girls drop out of school affecting their right to education. However, (Antony, 2010) argues that there is no single way to tackle infanticide and a combination of various stems that is; education, training, policies, and research may improve the outcome. Similarly, (Foroudi, 2017) had the same sentiments they supported long-term solutions for child abandonment casa will require governments, social service agencies and concerned individuals to be committed to prevention and education. Some strategies remain adamant in curbing this disaster for instance, a couple of years ago, women, family, and community development Minister Datuk Seri Shahrizat Abdul Jalil mentioned that the four strategies; advocacy, prevention, support, and research are to be used in tackling abandoned babies which have become rampant (Bedu, 2008). This should ring a bell so that the government increases public awareness for prevention. It is worth noting that for the government to increase public awareness, baby abandonment cases should be announced publicly to show the public how the issues are of great worry. The relevant marketing communication strategies and professionals can be used to create awareness because of the knowhow in their possession. In addition, the teenagers needs exposure to religious laws and doctrines to inculcate in
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