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ORGANIZATION BACKGROUND

Corporate Wellness Malaysia was founded in 2002 by three leading professional bodies,

namely the Nutrition Society of Malaysia (NSM), the Malaysian Dietitians’ Association (MDA)

and the Malaysian Association for the Study of Obesity (MASO). As the country’s premier

nutrition education initiative, the Corporate Wellness Malaysia receives support from the

Nutrition Division of the Ministry of Health Malaysia (MOH).

Corporate Wellness Malaysia is a non-profit programme that focuses on promoting

healthy lifestyle and is spearheaded by a National Steering Committee (NSC) with

representatives from the three professional founding bodies and the Ministry of Health. We urge

everybody to be part of Corporate Wellness Malaysia included organizations, both from the

public, and the private sectors to collaborate with us and becoming a developed and healthy

nation.

NAME OF THE CAMPAIGN

“Say Yes to Less”

TAGLINE

“Eat Less Sugar, You are Sweet Enough”

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OBJECTIVES

To promote health and quality of life by educate people about the effect of excessive

sugar taking

To create awareness on the negative impact of taking too much sugar

To greater awareness of diabetes and highlight the importance of good nutrition and

active lifestyle in every family unit towards diabetes prevention.

VISION

The long term goal of this campaign is to create a healthy and prosperous people, so as to

contribute effectively to national development

MISSION

To bring awareness among Malaysians about reducing the consumption of sugar in their

food and drinks.

To provide knowledge about the disadvantages and the proper ways on decrease the

excessive sugar intake

To provide knowledge and information towards all ages such as school children,

university student, adult and senior citizen

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AUDIENCE ANALYSIS

The young adult stage in human development precedes middle adulthood. A young adult,

according to Erik Erikson's stages of human development, is generally a person in the age range

of 20 to 40, whereas an adolescent is a person aging from 13 to 19 and middle age as 45 to 64.

Meanwhile, senior citizen is a person aging from 65 and above.

The reason why we choose these age of the target audience is because our campaign is a

road tour campaign which we are contracted with Jom Heboh Malaysia that is collaborating

under Media Prima, TV3, we also road touring to universities mainly aim on Klang Valley for

this year. However, we are also conducting road tour to Kelantan which is in Pasar Besar Siti

Khadijah, which known as the famous attraction in Kelantan.

We choose Kelantan in only one place is because, Kelantan is known as the highest with

300,000 people are having diabetes. As we all know, foods in Kelantan are way beyond sweet

and even their traditional cook is also taste sweet. Fact about it, not many of Kelantanese people

eat spicy foods. Apart from that, Jom Heboh is a well-known entertainment which is held every

month on different state. Align with our theme which is road tour, and collaboration with

Ministry Health Malaysia, one booth is specifically reserved for our campaign. Jom Heboh

usually had so many range age that coming, with those who are interested to participate in our

campaign, are welcomed to join it which on the other hand, we targeted more on family, the

parents as this campaign will benefit them in a way of protecting their children.

For the universities road touring in Klang Valley, our target audience is obviously adult

which are the students, staffs, and lecturers. This is to educate the universities communities with

the danger of consuming sugar more than they should because we assume that universities

communities such as lecturers and students are easier to educate because they are already an

educated person which will think wisely about the message of this campaign.

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SITUATION ANALYSIS – (SWOT)

Strength:

Strong collaboration with Ministry of Health Malaysia and others trusted association.

Members will directly benefit from campaign outcomes.

Collaborate with Malaysia well-known broadcasting company.

Improve people life become better and quality.

Weakness:

Group is campaigning on many goals.

Focus may be to narrow.

Sugar taking still continuous on outside.

Lack of awareness among prospective audiences.

Opportunity

Get a sponsorship from public and private sectors.

Potential to serve a broad range.

Advertised through public service announcement (social media, radio, Television).

Threats

Weather factors.

The promotional and sales by the carbonated drinks company

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SIGNIFICANCE OF THE CAMPAIGN

“Say Yes to Less” campaign is to raise public awareness to reduce the consumption of

sugar in the diet. This will create a healthy and prosperous. In addition, participants can also

know the disadvantages of excessive sugar intake.

Through this campaign, the community which is consist of family, children, teenagers

and young adult will also be informed of the dangers of sweetened food, desserts and drinks.

This preventing ways will educate and expose them about the risk and disadvantages of

excessive sugar taking.

In line with the Government’s healthy lifestyle programme, “Say Yes to Less” campaign

strives to promote greater awareness on healthy eating and active living by disseminating

unbiased and practical nutrition information to the nation. The programme is an ideal

complement to the Ministry of Health’s efforts in preventing chronic diet-related diseases such

as obesity, heart diseases, and diabetes.

Other than that, this campaign is the way on reducing the rates of diabetes cases in

Malaysia that increase every year.

Every year, we focus on different themes but our goal remains the same – to create

greater awareness of the importance of a healthy lifestyle. The “Say Yes to Less” programme

hopes to empower more Malaysians topractice healthy eating and active living, as well as reduce

the excessive sugar taking and prevalence of chronic diet-related diseases (non-communicable

diseases, or NCDs), amongst the nation.

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PROBLEM STATEMENT

“Number of diabetics in Malaysia alarming”

KUALA LUMPUR: An alarming 3.6 million adults are estimated to be affected by diabetes in

Malaysia, according to the Obesity Prevention Council President, Jong Koi Chong.

Jong said the number was very high and has put Malaysia as the number one country in Asean

for having the highest number of diabetics and sixth in the western pacific region.

"That is not an achievement to be proud of and we must all work together and help educate the

public on the importance of prevention and maintenance of the disease," he said.

During the 4th National Diabetes Conference here Friday, Jong said compared to 2006 where

only 8.6 percent adults in Malaysia had diabetes, the most recent study done in 2011 showed

15.2 percent adults were diabetic.

Also present at the conference was Director of Medical Development department in the Health

Ministry, Datuk Dr Azmi Shapie and the Malaysian Diabetes Association (MDA) President,

Professor Datuk Dr Ikram Shah Ismail.

Dr Ikram Shah said Malaysia had surpassed the World Health Organisation's estimation of

807,000 diabetics in 2025.

He added that diabetes was a chronic disease that can be prevented and for those affected,

diabetes can be managed to delay or prevent its complications.

Meanwhile, Dr Azmi advised Malaysians to prevent, manage diabetes and its complications by

maintaining a healthy lifestyle and making better choices in their diet.

He added that blindness, kidney failure, gangrene leading to amputations and heart disease are

complications that can be prevented by making better choices and having a balanced diet.

"Making small changes in our lifestyle will make a big difference. We should walk more, take

the stairs instead of an elevator and avoid fatty food, especially, late night," he said.

Dr Azmi also advised the public to go for regular medical check up at least twice annually. -

Bernama

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PROPOSED ROAD TOUR TIMETABLE

Road tour timetable of “Say Yes To Less!” Campaign

With collaboration of “Jom Heboh” Carnival

Road tour timetable of “Say Yes To Less!” Campaign

Targeted University around Klang Valley

DATE VENUE

11 April 2015 Kompleks Sukan, Bukit Jalil

2 May 2015 Pulau Warisan Terengganu

6 June 2015 Pekan, Pahang

4 July 2015 Angsana, Johor Bahru

1 August 2015 Dataran Ipoh, Perak

5 September 2015 Dataran Pahlawan, Melaka

3 October 2015 Sungai Petani, Kedah

25 October 2015 Kota Bharu, Kelantan

7 November 2015 Stadium Likas, Sabah

26 December 2015 Presint 2, Putrajaya

Date Venue

19 April 2015 Universiti Kebangsaan Malaysia

20 May 2015 Universiti Teknologi Mara (Shah Alam)

15 June 2015 Universiti Selangor

25 July 2015 Universiti Putra Malaysia

9 August 2015 Universiti Malaya

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Highlight Activities at “Say Yes to Less” Campaign

Nutrition advice by nutritionists/dietitians

Health Screening (Body Mass Index, body fat percentage, blood pressure measurement,

blood glucose and blood cholesterol tests)

Diabetes Information Corner – educational activities by National Diabetes Institute

Fun stage activities

Sponsors’ booth activities (interactive games/educational activities, product sampling)

Meet and greet session with “Say Yes to Less” campaign ambassador

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SUGAR FACTS

What is Sugar?

Sugar is a simple carbohydrate that provides a source of instant energy and is easily

absorbed by the body.

Sugar is naturally available in carbohydrate-rich foods such as rice, noodles, bread, pasta

and edible roots. It is also present in fruits as fructose and in milk as lactose.

Besides being available in its natural form, sugar is also added into food during

preparation or processing.

Intake of additional sugar is unnecessary as it can be obtained from carbohydrate- rich

foods.

On food labels, sugar may be listed as sucrose, fructose, sorbitol, mannitol, corn syrup,

honey, malt, malt extract, maltose, rice extract, molasses, golden syrup and inverted

sugar.

What is The Pattern of Sugar Intake in Malaysia?

According to the Malaysian Adult Nutrition Survey (MANS) 2002/2003, the average

adult in Malaysia consumes 7 teaspoons of sugar a day comprising 4 teaspoons of table

sugar and 3 teaspoons of sweetened condensed milk added into beverages. This total

amount of added sugar exceeds the recommendation of the World Health Organisation

and Malaysian Dietary Guidelines that suggest a total daily intake of not more than 50g.

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What Are The Detrimental Effects of Excessive Sugar Consumption?

Excess sugar intake contributes to extra calories.

Prolonged and continued intake of excess sugar on a daily basis can lead to weight gain,

resulting in obesity. This can cause serious health implications if compounded by a diet

high in fat and a physically inactive lifestyle.

The National Health and Morbidity Survey (NHMS) III in 2006 reported that 29.1% of

Malaysian adults were overweight while 14.0% were obese. These figures were

significantly higher than those reported in NHMS II, 1996, i.e 16.0% were overweight

and 4.0% were obese.

Obesity and overweight heighten the risk for various chronic illnesses such as diabetes,

hypertension and heart disease.

The prevalence of diabetes amongst people aged 30 years or more rose from 8.3% in

1996 (NHMS ii) to 14.9% in 2006 (NHMS III).

Sugar is also associated with dental caries. Data from the Ministry of Health Malaysia

suggested a dental caries prevalence of 76.5% amongst children aged 5 years (2005)

and 80.9% amongst those aged six years old (1997) respectively.

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What are the recommendations of the Ministry of Health Malaysia for reducing the intake

of foods and beverages high in sugar?

Key Recommendation 1

Consume foods low in sugar.

How To Achieve

Choose desserts or cakes low in sugar.

Replace desserts such as kuih and cakes with healthier alternatives such as fruits.

Eat foods high in sugar less frequently.

Avoid eating sugary foods between main meals and bed time.

Make it a habit of checking the sugar content on the ingredient list of packaged food

products. If sugar is listed at the top of the ingredient list, it probably constitutes a major

portion of the said product.

Key Recommendation 2

Consume beverages low in sugar.

How To Achieve

Drink plain water instead of sweetened beverages such as carbonated drinks or syrup and

cordials.

Limit the intake of sugar or sweetened condensed milk or sweetened filled milk to 1

teaspoon for each cup of beverage.

Request for less sugar or sweetened condensed milk or sweetened filled milk when

ordering your drink.

Check the sugar content on labels of beverages.

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Consume sweetened beverages such as carbonated drinks, cendol and air batu

campur (ABC) sparingly.

Avoid drinking sweetened beverages between main meals and before bed time.

7 smart ways to reduce your sugar intake

Drink plain water in place of sweetened beverages such as carbonated drinks, syrups and

cordials.

Limit your usage of sugar, sweetened condensed milk and sweetened filled creamer to 1

teaspoon for each cup of beverage.

Avoid adding sugar into your cooking. Prepare kuih and cakes with less sugar.

Avoid consuming sugary foods and beverages in between your main meals and before

bed time.

Eat fruits for dessert in place of sugary foods such as kuih, cakes and porridges.

Read labels and avoid products that list sugar at the top of the ingredient list.

Choose products labelled “low in sugar” and “sugar free”

(Source: Malaysian Dietary Guidelines 2010)

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Sugar and its effect on individual health :

1 teaspoon of sugar provides 20 calories. If an individual consumes 7 teaspoons of sugar

a day, his total caloric intake from sugar would equal to 140 calories. If unused, these 140

calories are converted into 20 grams of fat in the body. Assuming that this pattern of

sugar intake continues each day and the resultant excess energy is unused for a month,

the fat store increases to 600 grams. If continued for a year, it increases to 7.2 kilograms

of fat stores in the body! This calculation does not take into account the amount of fat

derived from oily foods and foods that are rich in coconut milk and fats that we consume

daily.

To burn off the equivalent of 140 calories from 7 teaspoons of sugar, one would have to

jog or walk uphill for 20 minutes or perform aerobic exercises for 30 minutes, cycle for

40 minutes or engage in normal household chores such as sweeping, washing, cooking or

cleaning for an hour.

If the amount of added sugar consumed is limited to 3 teaspoons a day (assuming 1

teaspoon sugar is added to every cup of beverage and consumed 3 times a day), an excess

storage of 80 calories a day or 560 calories a week or 2240 calories a month can be

avoided, thus preventing an accumulation of 300 grams of fat a month, or 600 grams in 2

months or 3.6 kilograms a year

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EXAMPLES OF SUGAR CONTENT IN SOME FOODS AND BEVERAGES

Sugar content in some local kuih

Type of food

Weight (g)

per serving

Sugar content (g)

per serving

Number of teaspoon of

sugar

(1 teaspoon = 5g)

Kuih koci 40-50 10-13 2¼

Kuih keria 55-65 10-13 2¼

Seri muka 110-120 10-13 2¼

Doughnut 45-55 7-10 1¾

Kuih lapis 120-140 5-7 1¼

Lepat pisang 65-75 10-13 2¼

Corn pudding 70-80 7-10 1¾

Bingka ubi kayu 70-90 18-25 4¼

Source : Malaysian Dietary Guidelines, 2010

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EXAMPLES OF SUGAR CONTENT IN INSTANT BEVERAGES

Type of beverages Volume per carton/

can/ bottle (ml)

Sugar content (g)

per carton/ can/

bottle

Number of teaspoon

of sugar

(1 teaspoon = 5g)

Isotonic drink 240 16 3¼

Carbonated drink 240 25 5

Soya drink 300 28 5½

Tea 240 28 5½

Blackcurrant drink 300 35 7

Lychee drink 300 33 6½

Chrysanthemum drink 300 21 4¼

Grass jelly drink 300 27 5½

Energy drink 330 59 11¾

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DISEASES CAUSED BY EXCESSIVE SUGAR INTAKE

Diabetes

Sugar provides excess calories that are easily and rapidly absorbed by your body. That’s one

reason your risk of developing type 2 diabetes rises along with sugar consumption, according to

a 2004 study in the “Journal of the American Medical Association.” In fact, adding just one

sugar-sweetened beverage to your daily diet almost doubles your risk, says lead study author

Matthias B. Schulze.

Heart Disease

Consuming too many carbohydrates, such as sugar, significantly raises your risk for developing a

lipid profile that in turn increases your risk for cardiovascular disease, according to a 2010 study

published in the “Journal of the American Medical Association.” The study focused on added

sugars, defined as caloric sweeteners that are ingredients in prepared and processed foods. The

higher your sugar consumption, the higher your risk for a poor lipid profile consisting of higher

triglyceride levels.

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Other Obesity-related Diseases

Excess sugar intake is associated with weight gain and obesity. Being obese or overweight raises

your risk for many health conditions besides diabetes and heart disease. These include high

blood pressure, stroke, gallbladder and liver diseases, osteoarthritis, gynecological problems such

as infertility, respiratory problems, sleep apnea and colon, breast and endometrial cancers,

according to the Centers for Disease Control and Prevention. You are overweight if your body

mass index is 25 or higher and obese if your index is 30 or higher.

High Blood Sugar

The blood glucose level is the amount of glucose in the blood. Glucose is a sugar that comes

from the foods we eat, and it's also formed and stored inside the body. It's the main source of

energy for the cells of our body, and it's carried to each cell through the bloodstream.

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FUNCTION OF ATTITUDES

Function of attitudes plays an important role in our daily life. Attitude is a force or

quality of a mind. An attitude is the way a person expresses their beliefs and values and is

expressed through the way their words and behaviors. There are six types function of attitudes

which are knowledge, utilitarian, social identity, social adjustive, value expressive and ego-

defensive.

Specifically, this campaign is to urge the audiences to stop consume less sugar in daily

life. This is because sugar will bring harm to those who consume it often and in a massive

quantity per day. By consuming less sugar, the possibility to live longer is there. First and

foremost function of attitude that can relate to this campaign is the knowledge. Knowledge is the

attitude that helps to make sense of the world and explaining events. In this campaign,

knowledge plays the most important part where if you do not have any knowledge about the

negative or bad effects of consuming sugar more than you should, the campaign will never

success. For example, the campaign has gathered all the data or knowledge about bad effects of

consuming sugar more than you should per day in life will lead you to have a bad health such as

diabetes. As for that, fear appeals advertisement will be used in this campaign as to be the “scare

tactic” to arouse the audiences’ attraction towards the campaign as well as to pass on the

knowledge about what diabetic can cause in a longer period. Apart from that, knowledge also

comes from the audiences, which is not only the communicator have the knowledge about it.

This will be easier for the communicator of this campaign to trigger the interest of these

particular audiences to participate in this campaign.

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On the other hand, the second function of attitude that can be related to this campaign is

utilitarian. Utilitarian is an attitude that helps people to obtain rewards and avoid punishments.

We develop some attitudes towards products or campaign simply on the basis of whether these

products provide pleasure or pain. For example, if the campaign is benefit to them, the audiences

will listen, contribute or participate in the campaign however, if it does not benefit them in

anyway, they will ignore without knowing any further about details of the campaign, no matter

how good the content of a campaign could be. As for example, the audiences that will think this

campaign will benefit them in certain ways is the family that originally has diabetes genetic. This

includes parents, brothers, sisters, cousins, aunties, uncles, or whom it may concern. This is

because if they are exposed and interested to this kind of campaign which will benefit them in

some ways, they will surely contribute to join this campaign.

Social adjustive is an attitude that helps us to adjust ourselves to specific reference groups

which in another word is to be liked or accepted by others. Sometimes, people adopt attitudes not

because they are truly agreed with some ideas of a group, but they believe that they will be more

accepted by others. For example, a student in a university tries to adjust herself in a specific

group. Though she does not like this campaign, but because of all of her friends tend to join this

campaign, eventually she join it too.

Social identity is an attitude that people hold to communicate who they are and they

choose to be. In a situation to relate with this campaign, a person who joins this campaign surely

we tend to have the perception that this person is someone who taken care of himself or herself

very well and practice healthy lifestyle. This is because, not everyone in this world could leave

sugary drinks or desserts, therefore, this kind of people hold powerful attitudes to do so.

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In addition, another function of attitude that can be related to this campaign is value

expressive. Value expressive is an important reason why people hold such an attitude to express

their core values and cherished their beliefs. For example, why people tend to join it is because

they are being supportive towards the action that should be taken afterwards. It may be because it

is a baby step for them to change their lifestyle as many people nowadays try to avoid from

getting sick in future.

Last but not least, the attitude that can be related to this campaign is ego-defensive. Ego-

defensive is a strong attitude that defenses yourself or someone important to you in order to help

them on conscious acknowledge about something. For example, in this campaign the ego-

defensive is to protect our loved ones from consuming sugar more than they should in their daily

life. In a given situation where a daughter or son joins this campaign is because to get knowledge

on how to persuade their parents to less consuming sugar in their daily life especially to those

parents who had diabetes. As we all concern, old folks love to have sweet drinks or deserts.

Therefore, with the fear appeals shown in this campaign somehow could change their attitude

towards it.

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THEORY INVOLVED

According to Hyunyi Cho (1999), “Campaign messages using fear appeals, in

particular, have long recognized for their potential to induce unintended effects, including the

initiation of risky behaviors.” What she wanted to say is that fear appeal does give a big impact

and it could cause feedback from the audience’s way beyond their behavior. This is might due to

the fact that fear does make someone feel scare, uneasy, and cause disagreement because the

point of view from one person to another is different so the feedback will be unpredictable.

In this campaign, the theory involved is AIDA Model. As we all concern, a campaign

must get an Attention, hold an Interest, arouse Desire and obtain an Action. This model is

selected because it explains consumer’s specific responses to communications (Kotler et al,

2009). What can be related to this campaign is that first, the important part is to get the attention

from the audiences. If the audiences did not get any of the attention, it clearly shows that the

campaign is not attractive for them to take part and they will surely ignore right away before the

go through the actual content of the campaign. On the other hand, if the audiences get the

attention, this will create an interest from the audiences to take part on the campaign and now

they could relate the campaign to their situation where it is called the desire. Desire needs to be

produced in a sense of ensure the success of the campaign. When they try to relate their desire

with this campaign, it will create another action that they will eventually take which is an action.

Action is the last stage in this model where it will help to clarify the audience’s responses toward

the fear appeal in this campaign.

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For example, when the audiences see or read the poster of “Say Yes to Less” campaign

on social medias or billboard, it will be either it captures the audiences’ attention to know more

about the campaign or it captures none of the audiences’ attention on it. Then, if the poster

captures the audiences’ attention it will then drive their interest on to know more about the

campaign which will lead them to align with their desire such as to put themselves in the

situation or their family. The last stage that proves either the campaign persuades them to change

for the better or not is their action.

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SOURCE FACTORS

Charisma is a strong word given to a spokesperson. A spokesperson that has a good

charisma must be a great speaker, has magnetic quality in delivering speech, someone who seem

to embody the trait of the speech, must have a “god term” in persuade audience with the message

of the campaign, and has positive connotation in any ways. Though sometimes a good

spokesperson has a given talent, some of the spokesperson can also be polished the talent that

they have. This is the kind of people that has no naturally talent that can influence people.

Communicators have different attributes and influence audiences through different

processes. To relate with this campaign, we have chosen Kevin Zahri as our spokesperson. Kevin

is a highly sought after corporate wellness speaker and conducts fun engaging seminars for both

corporate and public sectors. Among his clients are Nestle, Shell, Exxon Mobil, HP, UMW,

American Express, Bank Negara, Petronas Malaysia, Bursa Malaysia and many more.

Affectionately known as “Cikgu Fitness”, Kevin Zahri is one the most successful health, nutrious

and fitness experts in Malaysia. As a passionate advocator of health, nutrious and fitness

education, he is the founding creator behind Malaysia’s nationwide weight loss program called

“Jom Kurus”. He has over 10 years’ experience as fitness and nutrious trainer, corporate speaker,

fitness and nutrious writer, TV host and various personal appearances.

Authority is the principle that people are instantly deferential to those in positions of

power. It's not just security guards and people in uniforms who command our obedience, though,

it's anyone with authority, special knowledge, impressive credentials, or even an air of

confidence. And it's not just those with actual power to whom we know, it is anyone with the

"symbols" of authority. In other words, when someone "appears" to be authoritative, we act as if

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they are, regardless of their actual position. Authority falls into three parts which are early

socialization, trapping of authority and binding force. On the other words, develop the titles, such

as Dr., Professor, Ph.D., President, or Chairman. In this context of campaign, Kevin Zahry is

known as “Cikgu Fitness” which is align with our campaign’s content. Then, trapping authority

or clothing is the way they dress code themselves, like a soldier wears army greens but for Kevin

Zahry, he wears fitness attire which clearly shows that he is a fitness person or specialize for

fitness and nutrious. Last but not least, binding force where it is anything that usually goes along

with particular positions, such as guns and badges for security personnel but in this case of Kevin

Zahry, he has his own program called “Jom Kurus” and he is also has been a spokesperson for

many familiar companies in Malaysia regarding fitness as well as nutrious. For example, if you

need someone to coach you for fitness and nutrious parts, you would not have to go in-depth

investigation, you would probably looking for the fitness and nutrious out of the phonebook or

google about it. Obviously, you will also google about where they graduated experiences and so

forth. Therefore, you are ready to do or follow whatever this person tells you.

Align with our campaign topic, consume less sugar and more long life, Kevin Zahri has

the credibility to deliver the message effectively since he is an expert not only major in fitness

but also in nutrious. On the other hand, goodwill is one of the credibility factors. Goodwill

means the communicator who displays goodwill convey that they have listeners’ interests at

heart, showing understanding of others' ideas, and are empathic toward their audiences'

problems. For example, in this campaign, while we are promoting this campaign at Jom Heboh,

universities around Klang Valley, our booth at several hospitals, the promoters will show their

care and concern on protecting themselves as well as their family to relate with this campaign

which is to consume less sugar in daily life. Another example that can be used is when Kevin

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Zahri giving his talks about this campaign to certain target audience, element of goodwill also

will be shown from him as he will attract the audiences more and somehow, arouse the reference

audience interest in contributing the campaign as they will be persuaded, such as to refer back,

the campaign hand them rewards instead of punishment, and they actually could safe their loved

ones’ lives by having the knowledge from this campaign.

As a spokesperson for our campaign, Kevin Zahri has the tendency to be social with the

audiences since he is well-known and has his own program on health, nutrious and fitness. In

fact, he also a founder creator behind Malaysia’s nationwide weight loss program called “Jom

Kurus”, with his 10 years experiences in this scope, his sociability is predictable. Apart from

that, as a spokesperson for any campaign, it is crucial for them to be a dynamic communicator.

As for example, if the spokesperson for our campaign is someone who less talking, not energetic,

and lazy look kind of person, the audiences will be influenced by the laziness as well. This is

because; we tend to follow the spokesperson personality on delivering the message. In addition,

delivering message with this kind of campaign, where we are actually wanted to enhance and

educate people to start consume less sugar in their life, need to have a dynamic spokesperson to

really give awareness about the danger of consuming sugar more than they should in their daily

life.

Another source factor that can be related to this campaign is social attractiveness which is

divided in four parts; likability, similarity, physical attractiveness and contextual factors. Not

everyone has the likability personality. As for Kevin Zahri, we can tell that he has the likability

personality if not, he would not be able to conduct his own program and be called as “Cikgu

Fitness”. He also has the credibility to attract people to listen to his talks and tips on fitness as

well as nutrious facts. Furthermore, similarity works for some of the same reasons likability

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succeeds. It persuades positive affect and promotes favorable cognitive responses from the

audiences regarding the campaign. According to Goethals & Nelson, 1973, suggests that

similarity is more effective when people must make personal and emotional decisions. For

example, if the spokesperson tell a story about himself or herself that is related to any of the

audiences’ situation, the audiences will tend to more focus and listen to the message content of

the campaign compared to the person who only wanted to gain more knowledge about certain

topic.

People are more likely to pay attention to an attractive speaker, and this can increase the

odds that they will remember message arguments. Attractiveness becomes associated with the

message. The pleasant affect one feels when gazing at a pretty woman or handsome guy gets

merged with the message, resulting in an overall favorable evaluation of the topic. For example,

Kevin Zahri has a good physical attractiveness because of his body and also his face structure.

Not to forget, Ryan Goslin, Eva Mandes, Sonaone and Dato’ Siti Nurhaliza are also has an

attractive physical. Somehow, people will remember and be more aware and attracted to the

campaign because of this physical attractiveness matter. Meanwhile, people like and identify

with attractive communicators. At some level, unconsciously, we feel we can improve our own

standing in life if we do what attractive people suggest. This is because we tend to think what

makes them look the best is what they are suggesting. Sometimes, it is not because of expertise

that make people trust what we say or tell or suggest, but individuals’ attractiveness may simply

be better than public speakers. According to this view, it is not their attractiveness that persuades

people, but the fact that they are more fluent and confident which makes them persuade by the

spokesperson.

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Based on the contextual factor, attractiveness can help form attitudes. One reason people

begin to participate in certain campaign is that they link the campaign with attractiveness

models, and develop a favorable attitude toward the product. Then, attractiveness can be

effective when the communicator's goal is to capture attention of the audiences. This is why we

chose Kevin Zahry as our spokesperson for this campaign as he has the attractiveness that will

surely attract the women’s attention as well as guy with his appearance too. On the other

extreme, attractiveness can be a deciding factor when the communicator's physical appeal is

relevant to the product. As mentioned earlier, Kevin Zahry has a strong physical appeal to relate

with this campaign as we can relate that he is one of the people that control what he eats in daily

life.

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YALE ATTITUDE CHANGE PROGRAM

The Yale Attitude Change Program is the social psychology study of the conditions under

which people are most likely to change their attitudes in response to persuasive messages. The

Yale program specifies four kinds of processes that determine the extent to which a person will

be persuaded by a communication. By relating it with our Say Yes To Less Campaign, the first

process will be attention: We will convey our message towards the intended target audience,

which are young adults and adults. Second one is comprehension: we will make sure the

audiences understand what we are trying to convey. That means given messages should be clear

and understandable.

The third one is acceptance: the audience must accept our arguments. We will provide

facts and information to prove our point. Fourth process will be retention: to make sure our

message have a staying power, we use the fear appeal element so that the audience can

remember it. Yale Process continues to identification: which is to establish a position in the

minds of consumers. In identification, for instance, our logo, when people noticed our logo,

everybody knew it’s us, Corporate Wellfare organization. For Legitimacy, Corporate Wellness

is considered as a worth, believable and worthy organization. As a proof, we use Tun Dr.

Mahathir Mohamed as to officiate our opening ceremony at Bukit Jalil Stadium.

For the participation section, it is the recruitment and involvement of previously

uncommitted person. For example, by participating in our campaign, participants are allowed to

join NADI (NATIONAL DIABETES INSTITUTION) for free of charge. Penetration is the point

at which a person, product/ idea has earned a meaningful share of the market, electorate or other

constituency, in other word, to be noticed. Through our road tour, we indirectly penetrate the

market to be noticed by the audience. In the distribution process, the campaign should be able to

reward the participant in some way. By joining our campaign, they will gain knowledge on the

dangerous of consuming a great amount of sugar intake in their daily life. Participant also is

entitled to receive benefits from NADI.

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There are variables that affect Yale attitude change approach. The first one would be the

source: What characteristics of the speaker affect the persuasive impact? Our speaker,

specifically Kevin Zahri is an expert regarding on our topic. He is attractive, dynamism, sociable

and people looking up to him as an idol. For communication: What aspects of the message will

have the most impact? We are involving fear appeals element in the message to create more

impact. Third variable, which is, audience: How persuadable are the individuals in the audience?

It depends on the persuader, if the speaker shows great credibility, audience will more likely easy

to persuade.

The persuader, Kevin Zahri is a person with high credibility. For instance, Kevin Zahri is

an expert where his major was not only in fitness also in nutrition. He is also a TV personality

that hosted several fitness TV shows. Other than that, he is a writer and author of fitness and

nutritious publication of Men’s Health and InTrend magazine. Kevin Zahri has the Dynamism &

Sociability characteristics. He has an energetic personality and he knows how to entertain and

communicate with the audience. We use fear appeal in presenting our campaign. The findings

generally show a positive relationship between intensity (amount of energy transmitted) of fear

arousal. Since not a lot of such campaign uses fear appeals elements on their campaign, that

makes our campaign is different from them. We brief our main speakers to convey our message

explicitly clear stating our conclusion rather than we let them draw their own.

Audience as Individuals: Usually the kind of audience you want is the least likely to

present. There are individuals who are highly persuadable and who will be easily changed by any

influence attempt, but who are then equally influenced when faced with counter communication.

The effects of a persuasive communication tend to wear off sooner or later. This is a part of the

persistence of Opinion change. We communicate using positive source for a quick change of

attitude in time. Communicating a broad range of health messages to a wide variety of audiences

can be challenging. Communication with clear and understandable will rapidly decay of attitude

change to the audience.

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MESSAGE FACTORS

Basically, in persuasion, different message factors influence the audience. The way we

convey our message to them will influence their attitude and behaviour depends on the method

the persuader use. What we say to the audiences is important gives impact indirectly.

There are three types of message factors. Firstly, it is the structure of the message.

Message structure is how the persuaders prepare and organize the messages that are going to tell

to the audience. First is either one-sided message or two-sided message. A one-sided message

presents one perspective on the issue, in the other word, straight forward. In this campaign, our

message is in the category of one-sided message as the message and slogan we give it straight

forward. It shows in the image on our campaign’s poster. With this method, we as the persuader

want the audience to get our message clearly and direct so they know what our campaign is

focusing on. Secondly, the conclusion drawing. It is either we use explicit or implicit way in

order to draw the conclusion of the campaign. In our campaign, we use explicit method because

we want to wrap things up for the listeners and we want to ensure they are clear with the

message 100%.

It is said that, messages delivered interpersonally should be structured differently than

those relayed over television and via the Internet. The Web, (social media mostly) or even online

newspapers presents persuaders with opportunities and challenges in conveying the message.

Why does that happen? It is mainly because people on the web page will be easily either to like

and agree with the topic we suggested or even criticise us on the web or social media through

many channels as the number of people who uses this medium becomes larger each time. For our

campaign, we use popular social media sites such as Facebook, Twitter, Instagram, and even

YouTube account to advertise our campaign. We also advertise our campaign in the newspaper

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whether it is online or printed. Nowadays, people use this medium to know about any latest news

update or even to connect with others, thus, with this, when they ever saw our advertisement,

they will think twice to yet consume sugar a lot or lesser later. This way will eventually help our

campaign to succeed because anyhow, our main reason to this campaign is to make the audience

aware about the danger of consuming a lot of sugar in their daily life.

Second factor is message content. By this, it includes evidence. Evidence is basically

used to provide proof, and easily to persuade with credible source. Evidence consists of

statements from the eyewitness, narrative reports, quantitative information, and most

importantly, opinion by others. By this, it gives solid reasons why the audience should believe

that the campaign gives positive vibes. In message content, it contains the fear appeal. Fear

appeals evoke different reactions in people. In our campaign, we use “scare tactic” in order to

fear the audience so they will think twice or even more to consume sugar in a huge quantity. Not

only that, we decide to arouse a little pain in the individual, so they will tend to remember.

People will usually remember the things that will emotionally hurt them, by what they see or

experienced. For example, the poster for our campaign shows the danger to health (teeth). In the

poster, we use the colour “red” in the name of the campaign to show contrast, and also labels as

danger. Fear appeals act to scare the audience, but we as persuaders should also discuss the

problems and solutions. By that, the recommendations should also emphasize cost of not taking

precautionary actions, as well as benefit of undertaking the activity.

The next message factor is language. As we all know, language is important mainly in the

message content. If our language is good, it will make people clear with what we are trying to

expose to them. How you say it can be as important as what you say. Words chosen can

influence attitude when conveying the message. Speed of speech. In this campaign, we use and

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prefer faster speech. With this, our spokesperson and the crew of the campaign will look

confident with what they are saying throughout the campaign. Not only that, it will show that the

person who speaks are knowledgeable and are credible. Example, how the persuader and

spokesperson speaks in our video and audio advertisements. As for language intensity, we use

strong and vivid language, and emotionally charged words for example the tagline – “Eat less

sugar, you’re sweet enough”. Last but not least, to strengthen our campaign, we publish public

service announcement and radio announcement on TV and radio stations under Media Prima

Berhad and also YouTube channel, as the famous artist, Sonaone support our campaign. This

will help in gaining the audience to support this campaign too. In conclusion, this campaign is to

persuade people to be alert and stay aware with the bad impact when they consume sugar in a

huge quantity. All the elements in message factor will help in persuade entire audience and keep

it in mind.