To raise awareness of the importance and uniqueness of the 130 million- year old Belum-Temengor rainforest and to promote the inaugural Belum Rainforest Summit 2016 (BRainS 2016).
Planning & Execution
Initiatives were focused on widening the reach and building awareness of the Belum-Temengor rainforest and BRainS 2016) via social media platforms and traditional media. Among the initiatives:
• Prepared an extensive social media campaign revolving around the blog-like content platform BRainSfeed.
• Designed and developed BRainSfeed and created a Facebook, Instagram and Twitter account for it.
• Organised a media engagement event to inform and educate the media on BRainS 2016.
• Designed T-shirts for the launch of Brain 2016 and BRainSfeed as a promotional tool.
• Invited a number of prominent media to Pulau Banding in Belum-Temengor on a familiarisation trip to explore newly created trails that will be ready for the Summit in conjunction with a mini-scientific expedition to document the plants and animals on those trails.
• Reached out using social media to local and international social influencers who have a passion for conservation and sustainability to endorse the Summit.
• Pitched targeted interviews on specific rainforest issues and conservation efforts with key spokespeople to local media.
Effectiveness / Results
The awareness campaign generated positive and extensive coverage in multiple media channels, both in print dailies and online. It also garnered a growing social media following and more prominent visibility on the social media channels of other conservation organisations locally and internationally.
BRainSfeed was specially created as a blog-like platform to highlight the biodiversity of the Belum Temengor rainforest complex and attracted over 5000 unique visitors within a few weeks after it went live. BRainSfeed’s social media following has also increased noticeably and attracted interest from other conservation and educational organisations.