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ASSIGNMENT ADS402 BABY DUMPING AWARENESS CAMPAIGN Doc Compress

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BABY DUMPING
AWARENESS
CAMPAIGN

Subject : SOCIAL MARKETING (ADS


402)
Contents:

1. Introduction 1-4

- Background

- Factors

- Goals

- Objectives

- Effects

2. “Baby Dumping Awareness” Campaign 5–9

- Reason For The Failure Of The Campaign

 Less Of The Baby Hatch

 Lack Of The Fund

 Lack Of The Promotion

 Lack Of Religious

 Unwanted Baby

3. Recommendation To Make The Campaign Successful 10 - 12

 More Attention About Sexuality And Religious Education

 Promote The Campaign At The Interesting Place

 Promote More Campaign To Society

 Responding To Unwanted

 Promote The Existence Of Baby Hatch

4. Conclusion 13

5. References 14
Background

Baby dumping mean the acts of throw away the baby at any places without take care the babies
and is a social crisis and has a chronic increase as many cases are occurring in Malaysia society. The
baby dumping refers to discarding or leaving alone, for an extended period of time, a child younger than
12 month of age in a public or private setting with the intent to dispose of the child.

Based on Bukit Aman Police Headquarters, the statistics shows almost 580 babies were found
dumped between years 2000 to 2006. This number of cases increase every year where as much as 65
baby dumping cases has increased to 83 cases in the year 2006. In the first 5 month, almost every day
there are reports on dumped baby cases.

This campaign is one of the solution to prevent and give awareness of this issue to the public.
One of the campaign focuses on this Baby Dumping Issue is “Kami Prihatin”. It was launched on 23
March 2010 which aims to raise awareness among the community on child abuse and abandoned
babies. This campaign was jointly organized by Utusan Malaysia and the Ministry of Women, Family &
Society, the satellite television station namely Astro and Persatuan Karyawan Malaysia (Karyawan).
During this campaign, there were several activities had been organized such as promote the child
protection policy, broadcast a documentary and also publishing community awareness advertisement in
the Utusan Malaysia newspaper.

Based on the table below, the Statistic from the Headquarters of Royal Police (PDRM) indicated
that there were 407 cases of baby dumping for the past five years, starting from 2005 until 7 th April 2010.
On average, there are 68 cases every year and these cases keep increasing.

1
Factors Lead Of Baby Dumping Cases

There are a few factors that influence act to baby dumping.

 Teenage Pregnancies
- Teenage pregnancy is defined as a teenage or underage girl becoming pregnant. This
pregnancy of teenagers is a mere result of the gratification of sexual urges. That pregnancy
might not happen only if studies were prioritized rather than having relationships with the
opposite sex. No premarital sex. They are too young to take responsible as early parent.

 Family Break Up
- Family break up happen after a long period of misunderstandings, fighting and unhappiness.
Children are mostly affected by this kind of situation if both their mother and father decided to
a divorce and one cannot raise their children alone, tendency is that they will dump their child.
In other cases, the problem family members who involve with social problems also could lead
to the decision making of dumb their babies.

 Poverty
- Person in cultures with poor social welfare systems who are not financially capable of taking
care of a child are more likely to dump him/her. Political conditions, such as difficulty in
adoption proceedings, the lack of institutions such as orphanages to take in children whom
their parents cannot support. Societies with strong social structures and liberal adoption laws
tend to have lower rates of child dumping.

 Society & Family Rejection


- The perception of society who couldn’t accept illegitimate child is one of the main reasons of
these dumpers to dump their babies. Parent cannot accept if their daughter gets pregnant
because of wider culture of shame. What society should do is stop being quick to criticize and
judgmental towards unwed girls.” They do not get proper information as to whom and where
they can go to when in fact there are people who can help and places which can accept
them,” said Pusat Kebahagiaan Wanita dan Remaja (Kewaja) chairman, Yahya Mohamed
Yusuf.

 Lack Of Knowledge
- The lack of knowledge could divide with sex knowledge and religious knowledge. The sex
knowledge could gain through proper sex education. It’s not to teach on how to do sex but it
more about the relationship between different genders which could lead to social problem.
The religious knowledge is important so they will know which is right and which is wrong. “The
lack of religious knowledge is among the factors which contribute to social problems,
including baby-dumping” Sabah Puteri Umno Chief Musliati Moslimin.

2
Campaign Goals

 Creating awareness in the case of babies’ abandonment cases in Malaysia.


 Justify the effective tools could be used in decrease the case of babies’ abandonment in
Malaysia.
 To help parent to find the better solution to avoid abandonment babies.

Campaign Objectives

 To figure out the reasons that cause babies’ abandonment cases in Malaysia
 To determine how PR professional can contribute themselves in creating awareness in creating
awareness of babies’ abandonment cases in Malaysia.
 To justify what are the most effective PR tools that can help in building awareness of babies’
abandonment cases in Malaysia.
 To prevent happening of babies abandonment cases in Malaysia.

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Effect Of Baby Dumping

There are few affect of baby dumping not only to individual but also to infant and society. For
individual, the pregnant who are cause by illegal way of aborting the child and left a bad effect on them
because of the wrong path, they use to abort the baby just like herbs and alcoholic substances which
they can get from illegal way too. The individual will have high risk of death which caused by bleeding
and infection on mothers womb’s.

Another way is dangerous and not hygiene by inserting foreign objects into the womb. Women
who involved abortion without proper medical procedures take high risks facing death following infection
and bleeding in the uterus. In addition, it is potentially experiencing bleeding in the stomach which can
cause the women unconscious or worse death. The women wombs also suffered injuries when doing an
abortion because those who perform them are traditionally and not qualified, they will use sharp objects
such as wood, twig or wooden sticks. The injured will cause bleeding and sometimes cannot be detected
quickly, but it takes a long time. There are not aware of them until they bleed unconscious.

Otherwise, the effect of abortion also can cause psychological effects on the mental and
emotions after marriage, especially depression and when age is often through of the content is never
removed. Dysphonic effects include experience in the womb, which raised pain more than experience
during the menstrual process.

Infant mortality rate is higher due to medical care is according to statistics infant mortality by
irresponsible person in 2 years ago, had increased 135 case from 2008 to 2009. And it will make the
child difficult when they growth up. It will be a problem when the children want to registered for school
because there is no birth registration.

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“Baby Dumping Awareness” Campaign
“Baby Dumping Awareness” Campaign is one of the ways of solution to prevent and give
awareness of this issue to public. During this campaigns there were several activities had been
organized such as promote the child protection like baby hatch, broadcast the documentary and also
publishing community awareness advertisement in the newspaper like Utusan Malaysia and The Star.

But the campaign was not too successful because every year the statistic will always increased.
And there will still have much news about abandon babies in the television and newspaper. It show us
this campaign not have too much effect to public. There are few reasons why this campaign not
successful.

1. Less Of The Baby Hatch

In Malaysia, there are only two baby hatch in Petaling Jaya and Johor Baharu. Refers to
the statistics of babies dumping in every state in 2009-2010, nearly all states have cases of
abandoned babies. Establishment of 2 baby hatch is not enough to deal with cases of
abandoned babies is more widespread today. This is because every year, the number of baby
dumping cases is increasing.

For states that there is no baby hatch, the mothers did not want their baby definitely no other
way then throw their babies anywhere. Baby hatch as the locations are quite far from where they
were.

STATE 2009 2010


PULAU PINANG 5 9
KEDAH 3 4
PERLIS 1 0
PERAK 7 7
SELANGOR 16 21
KUALA LUMPUR 0 6
NEGERI
8 5
SEMBILAN
MELAKA 0 5
JOHOR 11 10
PAHANG 6 3
TERENGGANU 1 3
KELANTAN 4 4
SABAH 12 6
SARAWAK 5 8
TOTAL 79 91

Table 2 : Baby Dumping Statistic From Year 2009-2010 (Source : PDRM)

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2. Lack Of The Fund

Baby hatch under the OrphanCare are a non-profit Non-Governmental Organization


(NGO) that established in 2008, under the patronage of Sultanah Hajjah Kalsom of Pahang.
In June 2012 it became a foundation. OrphanCare(OC) aims to give every orphan and
abandoned baby a chance to feel love, care and security of a family in accordance to its
tagline “Every Child Need A Family”. OC launched the country’s first baby hatch on May 29,
2010. The second hatch opened in Johor Bahru on April 8, 2013.

The funds to finance the baby hatch depend entirely on donation or sponsor from
voluntary contribution. The foundation also gets its main funding from corporate sponsors
such as Hong Leong Bank Berhad and Genting Bhd. Besides that the foundation also get
donation from individuals and smaller associates like the Big Bikers Association. But the fund
is still not enough because of the operational expenses of hatches are quite high.

Baby hatch is not established in all states because of the high cost of management. It
covers the cost of the building, utilities, staff salaries, cost of goods and others baby
expenses. As we all know, babies are placed in the baby hatch will be submitted to the
appropriate foster family. Before the babies were taken by foster families, the costs
associated with the purchase of milk, diapers, clothes and others will be borne by the
management hatch.

Not many people or any corporate body who have contributed to the baby hatch because
some thought the existence of baby hatch will increase the number of innocent baby incest
revenue by unmarried couples.

The government and non government agencies give a less fund in order to help the
campaign success. This is because they think this campaign is not really important. The
reason why they do not want to give a fund because they think that will encourage people to
abandon the babies. They do not want to humiliate the nations that have a lot babies that are
not come from a good family.

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3. Lack Of The Promotion

Based on statistics on table 2, it shows the state of Selangor recorded the highest cases
of abandoned babies once in 2010. Even baby hatch was established in the year, it is not fully
exploited. Although various promotions on the baby hatch were held, baby dumping cases
persist.

Promotion of the baby hatch and baby dumping that held by OrphanCare with cooperation
Ministry of Women, Family and Community, Ministry of Higher Education, Utusan Malaysia,
ASTRO, and others were not reaching to the public. This is because the promotion is only
done in public places such as LRT stations, shopping malls, schools, universities. Place like
factory, residential, villages are not given attention.

Promotion of the baby hatch and baby dumping also less touted on the radio, television or
any magazine. This is because the promotions so do not benefit them. It shows their lack of
attention in terms of social responsibility Promotional or seasonal distribution is sometimes
brochure. If there are many baby dumping, then the open eye for elimination.

Promotion of the campaign was really important nowadays because people more focus on
the social media. With the new technology in media sector now, if use to promote this
campaign will help to promote this campaign. The example of the technology can use is
facebook, instagram, email, etc. but the lack of co-operation from social media was limited the
campaign promotion.

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4. Lack of religious

As we know, child is priceless gift from Allah SWT. Allah say in Surah Al-Israa ‘verse 32
which says:

“Do not approach adultery: fornication is indeed an abomination and an evil way.”

Means that, as a Muslim, we must avoid in involving with issues of free sex,dumping
babies, rape, abuse of children and others community problems. Although the effect of this
immoral act known to the public, but it is still clearly heard almost every day on this issue that
appear in newspapers and this shows that there is a symptoms that associates with lack of
religious education among future leader of our nation.

Nowadays, teenagers are too free without their parent’s control. He further claimed that
even thought boys and girls can be friend with anyone but they also must know their limit
when they are friend with different gender. Islam teaches us about the dos and the don’ts in
relationship, where there is a border or limitation among boy and girl to avoid any misconduct
occurred. The girl must not wear revealing or sexy clothes since this can rise up the boy’s
desire and passions to explore more to his opposite sex.

In Islam, for those who cannot control the desire, Islam encourages its followers to use
other channels such as marriage or fasting. Free sex without protection leads to an increased
risks of abortion among teenagers and baby dumping cases. For Buddhism, legal relationship
between husband and wife are allowed of all sexual relationships between men and women
and not for those who are not for those who are not recognized by law and social morality.
This regulation is believed to bring good in the life of society. To illustrate further, Muslims
frequently referred to their faith and the Qu’ran explicitly when describing personal and
community views on sex and relationships. Similarly, Christians who illustrated their views
and perception with reference to the Bible.

Lack of the religious, upbringing as a guide and compass of life have caused them to lose
direction in life and engage in negative symptoms such as promiscuity. Adolescents who
engage in promiscuity symptoms are encouraged to form relationships religion contrary to the
law. An effect, the girl will pregnant without a valid bond. In these situations, poor teenagers
faith will not hesitate to remove or kill the offspring are born because of the embarrassment
and do not want to be responsible for the issue. This shows the role of religion in life is very
important to develop a robust way of life rather than the desires alone.

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5. Unwanted baby

By celebrating New Year's Day and Valentine's Day are also the factors of baby dumping
to happen. Most of the teenagers were easily cajoled into having unmarried sex because they
were naive. During the New Year celebration and Valentines Day celebration, many of
teenage girls cheated by their boyfriends, saying that they had to prove their love to their
boyfriends by having sex together. As a naive teenager of course they will do and give
everything for their sweetheart without thinking about the sins and problems that might be
happening in the future.

Once the teenagers find themselves pregnant, they are about to fend for themselves, and
they became estranged from family after they know about the pregnancy. Thus, causes the
young mums to be scared in dealing with feelings of fear, anger, disappointment and
confusion, therefore they take the easiest and fastest way out by abandon or worse, by killing
the baby (abortion, baby dumping).

The Women’s Aid Organization Executive Director, Ivy Josiah said “Talking to women who
had unwanted pregnancies, they found it was never about pornography but because they
were unable to talk or compromise with their boyfriends about contraceptive use.”
Abandonment could result because inexperienced mother do not know how to deal with their
babies properly. She has suggested that mother cannot handle the enormous social
pressures from the unplanned or early pregnancy and they panic. Some women abandon
their babies as an alternative to abortion and so leave the infant so that it can be found for a
chance of a better life.

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Recommendation To Make The Campaign Successful

Recognized the campaign carried out by the government had failed to deliver to the community
as baby dumping is still there and increasing every year. Therefore, the government should be doing
something to run a successful campaign and reduced cases of abandoned babies.

There are a few recommendations to make the campaign successful.

 More Attention About Sexuality And Religious Education

In order to cope with this baby dumping cases, government should come out with several
policies and programmers with co-operation with related NGOs. First of all, the government
may incorporate sex education in school curriculum as part of the holistic approach to tackle
baby dumping cases. This approach is needed in order to provide awareness and better
understanding of reproductive system and health at school level.

To prevent baby dumping, it is therefore ultimately necessary to educate individuals about


sexuality. Support age-appropriate comprehensive sexuality education, and recommends that
schools and communities provide comprehensive sexuality education to all youth and families.

In July 2010, Melaka state government through its Chief Minister Datuk Seri Mohamad Ali
Rustam has announced the establishment of a school for pregnant teenagers to curb an
alarming epidemic of baby dumping. Even this school likely to have negative effect like will be
labeled undesirably as a “pregnant teenagers” school and school for irresponsible girls, he sure
that research has been done before they decide to established this school.
(Malaysiandigest, 24 August 2010).

 Promote The Campaign At The Interesting Places

The organizer can find the suitable area to make the campaign so that it can be attended by
groups of young. If the places are not suitable, people will not come to support the campaign.
The suitable places maybe a places whish have easy transportation, shopping complex, school,
colleges and any places which was teenagers attractive places.

The organizer also can promote this campaign by joining the fiesta or road show which
already has their own supporter like Jom Heboh program. They also can make the promotion at
the place like Titiwangsa Places which teenagers like to hangout.

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 Promote More Campaign To Society

Campaign is the one of the way to promote the awareness about baby dumping. With the
campaign, people will more understand what the purpose of baby dumping awareness
campaign. There have few ways to promote the campaign to society. First of all, is by talk to
society. Government can invite professional speaker to give a talk to society to make them
more understand and know about this campaign because some people do not know why the
campaign was exist. This campaign must full prospect and knowledge about baby dumping,
how to solve and where to report. From this campaign, people will more alert and know how to
help the mother and baby in the situation.

The government also can bring the Ulama’ or other religious person from other religion to
give talk to the teenagers based on their belief especially when there is a program for
teenagers as well as when there is a national campaign to curb with this kind of social problem.

Besides that, organizer also can invited celebrities which can attract teenagers to attend the
campaign. As we know, society more attract with entertainment. With the celebrity help at there,
it can attract more teenagers will come to this campaign and support the campaign.

 Responding To Unwanted

Individuals experiencing unwanted pregnancies must receive support and services.


Communities should examine their capacity to provide the range of support and services
needed by individuals experiencing unwanted pregnancies. These services must also be
publicized; people cannot use services that they do not know about. From the campaign there
will know about the service provided like where there can find help.

Education effort should strive to increase communication among youth, families, and
communities. Increased communication may minimize the shame and secrecy associated with
an unwanted pregnancy and make young people more likely to take advantage of support and
services in their families and communities. Parent also should actively play their role in coping
with this issue. For instance, they should discuss “openly” about sex and thing related to it with
their kids. Even though this topic still “taboo” in certain culture but it will prevent teenagers to
get wrong information about sex from wrong sources. This campaign need to fill with
knowledge’s and example to family if they not solve this problem properly. It will help any parent
have same problem to find the correct answer to solve the problem.

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 Promote The Existence Of Baby Hatch

Although there are two babies hatch in Malaysia, baby dumping cases still occur. This
caused many people are not aware of the existence of Baby Hatch. Therefore, the government
should make the announcement about the baby hatch. It includes the location, the way to put a
baby in there, what items should be included and what will happen if the baby was handed over
to the baby hatch. The way to promote the baby hatch is to advertise in newspapers,
magazines, and other reading materials. Besides, broadcasting on television, radio, the internet
also needs to be done so that more people are aware of the existence and functioning of the
baby hatch.

Besides that, government or any organization can help by provide fund to make the
campaign more smooth and complete. The fund which government or organization provide can
help to improve the strategies, to buy material, suitable places, beautiful flyers. With all items, it
can help to attract teenager to come to booth or excited joint to help this campaign. With the
enough resources, the campaign can be more interesting and success.

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Conclusion

As a conclusion, awareness toward consequences of free sex, knowledge on sex education and
religious belief showed the significant relationships with the baby dumping issue in Malaysia. It is
important for the teenagers to understand the consequences of free sex so that they can prevent the
unwanted pregnancy at the young age. Most of the teenager involved was roughly was at the age 15-25
years old. At this age, most of the teenagers have feeling and excited to try new thing. When they
influence by pornographic, they will feel like to try what they watch. With this campaign there will know
the dangerous of the pornographic material and sex before married.

Government also can restructure or add syllabus in certain subject such as “Pendidikan Islam” or
“Pendidikan Moral” in order to create awareness and highlight the consequences of official problems like
free sex and baby dumping. The government also should promote Islam as a way of life especially to the
Muslim youth as we can see nowadays; most of the people who involved in baby dumping were
Muslims.

Knowledge on sex education is important to ensure the teenagers have a better understanding
about their body so that they will not easily involve in free sex which can lead to the baby dumping. On
the top of that, the important of religious has lay down and thought about the dos and don’ts, about the
sin and reward, and all religious prohibited the act of free sex. From this campaign, there will know the
knowledge about their body, what they can do and can’t do. The effect when they do such thing. It shows
that this campaign was important to reduce baby dumping cases.

In order to make sure the campaign success, government, families, school, friends should take
part to promote this campaign to others. Parent can bring their kids to this campaign to let their kids to
know about the cause and effect of free sex which can destroy their future. It also helps them to more
careful about people around them especially girls.

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References:

1. http://www.malaysiaedition.net/ignorance-cause-baby-dumping/

2. http://www.loyarburok.com/2012/07/31/rise-baby-dumping-malaysia/

3. http://www.freemalaysiatoday.com/category/nation/2013/09/13/ignorance-cause-of-baby-dumping/

4. http://kaunselingsyarie.blogspot.com/2012/01/statistik-kes-pembuangan-bayi-seluruh.html
5. http://kaunselingsyarie.blogspot.com/2012/01/statistik-kes-pembuangan-bayi-seluruh.html

6. http://www.freemalaysiatoday.com/category/nation/2013/08/10/baby-hatch-82-babies-so-far/

7. http://www.utusan.com.my/utusan/info.asp?
y=2010&dt=0722&pub=Utusan_Malaysia&sec=Rencana&pg=re_06.htm

8. https://www.facebook.com/pages/Kempen-Jangan-Buang-Bayi/107013942653386

9. https://www.facebook.com/pages/Kempen-Jangan-Buang-Bayi/107013942653386

10. http://fundamentalenglishmicet.blogspot.com/2013/02/baby-dumping-issues-in-malaysia.html

11. http://www.ijtef.org/papers/174-T10013.pdf

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