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Malaysian youth partners UNICEF for A:S.A.P 4 Children campaign

Youth campaign to promote child safety in the Klang Valley

KUALA LUMPUR, 3 March 2008 – A team of dynamic Malaysian youth are pooling together their talents and commitment with the United Nations Children’s Fund (UNICEF) for the A:S.A.P. 4 Children Campaign to promote child safety messages in the Klang Valley.

The brainchild of some 31  fourth semester students from the Taylor’s College School of Journalism, Advertising, and Public Relations, the “Abduction: Social Alert Project 4 Children” is a one and half month Campaign in response to the recent rise in child abduction cases that have rocked the country.

“We chose the theme 'Child Abduction' due to the alarming increase in violence against children in the community. Not only are parents distressed about the safety of their children, but the community as a whole is concerned at the increase in violence in places where children live and play in,” said Campaign manager, 20 year old Fareeza Ilyana who is majoring in public relations.

It was not so long ago that the mutilated body of eight year old Nurin Jazlin was found stuffed in a bag. The pretty young girl was abducted while visiting the night market close to her home. Nurin’s misfortune was not the first, and as proven not so long ago, is not the last in a series of child abductions that have shocked the nation.

In early January 2008, a six year old girl was abducted near her home in Taman Medan after being swayed by promises of playing with cats and birds by a man on a motorbike. Fortunately, she was released three hours later in Wangsa Maju. Sharlinie Mohd Nashar however who was abducted shortly later remains missing.

UNICEF Malaysia Representative Mr. Youssouf Oomar welcomes the youth initiative as a valuable response to say no to violence against children.

“This campaign is particularly important to UNICEF and our work for children. It is always heartening when young people step to the fore to speak and act in favour of programs for themselves and for children,” expressed Mr. Oomar. “Nothing is as meaningful to UNICEF as young people making a stand and participating in issues that affect them”.

The A:S.A.P. 4 Children Campaign will make use of a series of fun and interactive activities to educate children about basic personal safety as well as raise awareness amongst families about the importance of more and not less protection for children. Activities included in the Campaign are:

  • The “Stranger Danger” coloring story book to teach children about their personal safety. The books will be distributed at the Smart Kids fair at the Putra World Trade Centre (PWTC) from 21 – 23 March 2008.
  • The Kindergarten Adoption Program which will see a child safety roadshow to five kindergartens in the Petaling Jaya district.
  • The A:S.A.P 4 Children’s Official Blog ( which aims to mobilise a positive public response in support of ending violence against children in the community.

Supporting the event to-date are the Ministry of Women, Family and Community Development as well as Utusan Malaysia who will print 1,000 copies of the colouring story book for free distribution to the public.

A concerned Fareeza believes that everyone, including young people have a role to play to end any apathy that may exist in society towards children's safety.

“We simply cannot afford to be lackadaisical towards the safety of children. There is an immense need to educate the public immediately on the importance of practicing basic child safety. This includes knowing where one’s child is at all times, as well as knowing all those who come into contact of one’s child,” Fareeza passionately added.


For more information, please contact:

a) A:S.A.P 4 Children

  • Fareeza Ilyana: 012 376 6844
  • Cheryl Stephanie: 017 233 2098

b) UNICEF Malaysia





A:S.A.P 4 Children

Say No to Violence Against Children

Child Protection: Malaysia


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