Media centre

News Releases

Reporters' toolkit

Ethical guidelines

Hot topics

Children and media

Calendar 2016

Press contacts


"Are you listening hard enough?"

© Leo Burnett/Arc Worldwide/2009/Joe
UNICEF Malaysia Representative Mr. Youssouf Oomar tunes in to the campaign TVC child stars Yuvaneshwaran Rajasekaran (9), Zoe Teoh (5) and Qystinna Halim (6).

Media owners dedicate a day to celebrate children’s 'right to be heard' with UNICEF’s Tune in to Me campaign.

KUALA LUMPUR, 9 November 2009 – The United Nations Children’s Fund (UNICEF) and its partner Leo Burnett/ Arc Worldwide have set out to bring to life children’s special place in the media on Friday, 20 November with Tune in to Me, a multimedia campaign which honours children’s right to be heard.

The campaign’s child TVC stars Zoe Teoh (5), Qystinna Halim (6) and Yuvaneshwaran Rajasekaran (9), each spotting their Tune in to Me antennas joined UNICEF and a host of media sponsors today to launch the initiative organised in conjunction with the 20th Anniversary of the Convention on the Rights of the Child (CRC).

UNICEF Representative to Malaysia and Special Representative to Brunei, Mr. Youssouf Oomar stressed the important role media can play in transforming children’s lives by allowing children to participate in the media-making process.

“Media, both mainstream and digital, have immense power and influence in shaping children’s lives and development,” said Mr. Youssouf. “Not only is media sought after by children as a source of entertainment, it can also help push the agenda forward for children, inspire them to explore their talents as well as engage them with society to develop their citizenship skills.”

Tune in to Me

More than 10 of Malaysia’s large network of media owners spanning TV, radio, online and print have joined forces for Tune in to Me to pledge 20 November 2009 as a day when children and young people will have a safe space to speak out – whether by reading the news or sports segment, hosting a program or simply voicing their opinions.

The brainchild of Leo Burnett/ Arc Worldwide, Tune in to Me is the first of its kind initiative in Malaysia that brings together multiple platforms for a single purpose to champion children’s rights, particularly Article 12 of the CRC – children’s right to be heard.

“UNICEF is honoured and privileged to have the support of so many media agencies and businesses that have stepped forward to embrace this initiative and to say yes to children in Malaysia,” added Mr. Youssouf. “Tune in to Me is made possible because of the commitment of these outstanding corporate citizens.”

Helping realise children's rights

UNICEF and its partners invite everyone connected to children – parents, teachers, healthcare workers, policy makers, faith-based leaders – to tune in to children on 20 November by upholding their right to have their voices heard. In addition to listening to children on TV and radio, Tune in to Me urges all sectors of society to dedicate this day as the beginning for strengthened realisation of children’s rights.

“As adults we often make decisions for children and oftentimes in their best interest. But what we tend to overlook is that children have their own views and opinion and the right to have these views heard and taken into account. Tune in to Me seeks to remind members of society by highlighting that children's voices should be respected,” said Leo Burnett Global Brand Director Terence Ooi, who helped spearhead the campaign.

Also unveiled at the launch is the campaign’s interactive website – that is set to capture the hearts of adults and children alike. Tune in to Me aims to reach as many Malaysians as possible to create A World Fit for Children.


High-resolution graphics and broadcast quality video will be distributed to attending media.


Huey Meim, Leo Burnett/Arc Worldwide
(+6) 012 693 6794 •

Indra Kumari Nadchatram, UNICEF Malaysia
(+6) 012 292 6872 •





Tune in to Me website

Tune in to Me media materials

Children’s Rights
 • Right to be Heard
 • Role of the Media

 • List of Partners

Tune in to Me

Tune in to Me Partner

      Leo Burnett/ARC

CRC@20 Child Rights Official Site

Celebrating 20 years of children's rights

CRC@20 newsline: Media partnerships

Comments? Join us on Facebook!


 Email this article

Donate Now

unite for children