| Nowadays green campaign is one of the hot | | | | or launch a new product. For a PR campaign |
| topics among the Malaysian. The main objective | | | | mostly use to do publicity and create awareness |
| of green campaign is to create awareness among | | | | among the public. |
| the public to protect our environment. Green | | | | According to Singh (2007), nowadays our |
| campaign not only popular in Malaysia, is also very | | | | environment facing a lot of problem and it |
| famous in foreign country. In Malaysia there are a | | | | became more serious. Hopefully the committee |
| lot of organization organizing green campaign such | | | | can influence all the Malaysia society care about |
| as Environmental Protection Society Malaysia | | | | the environment and the problem can be solves |
| (EPSM), Malaysia Environment NGOs (MENGO) and | | | | easily. Toward EPSM the public able to understand |
| Treat Every Environment Special Sdn. Bhd. | | | | what is green campaign. |
| (TRESS). Furthermore, from the researcher | | | | As a parent needs to educate their children how |
| research, there also few business company | | | | to take care our environment. Reading about |
| supporting on green campaign such as Panasonic, | | | | environment is not boring it is very helpful to |
| TESCO, and Nippon weather paint company. | | | | everyone. Know about environment issues help to |
| EPSM was founded on 11 January 1974 at | | | | enlarge personal knowledge about something new. |
| University of Malaya in Kuala Lumpur. The society | | | | Do not let media to confuse us, as a responsible |
| founded by a group of Malaysian who concerned | | | | Malaysian we should use simple way to show |
| about protecting the environment. EPSM is | | | | others public what to do. (Wahid,2009). |
| non-profit organization it runs by an elected | | | | Ohana (2007) define that environment education |
| executive committee on an entirely voluntary. | | | | is very important. This education will influence the |
| The main objective of EPSM is to control the | | | | future individual human beings, the nation, and the |
| activities that will cause harm to the environment. | | | | whole world. The world environment will be affect |
| In EPSM organization, public relations (PR) roles | | | | depends on how human use science and |
| help to do publicity for the organization and at the | | | | technology in future. So that, science education |
| same times help the create awareness among | | | | must be prepare for the student. This because |
| the public. | | | | most of the decisions makes by the student will |
| MENGO was formed under Danish International | | | | be revolves around issues of the environment in |
| Development Assistance in November 2001. | | | | future. |
| MENGO was an active society's, it can give impact | | | | Adebobola (2004) argue that the environmental |
| on the decision making at the levels of Malaysia | | | | problem become more serious this because the |
| society. The organization gives support to the | | | | industrial growth very fast. Although some regions |
| Government of Malaysia on environment policies. | | | | were virtually untouched by the inhabitants but |
| The mission of MENGO is to protect the | | | | there still got large areas been affected. This |
| environment and maintain the agenda level same | | | | cause the organization Environment department |
| as local, national and international. The organization | | | | of Africa concern in the major coexisting issues in |
| had organized a campaign on 19 April 2009 in | | | | the world. |
| Penang Bosch Hall to discuss plastic bags should | | | | Penang government had come out a new rules |
| be ban or not to ban. | | | | stated that start from 1st July no plastic bag on |
| TREES is a local non-profit environment | | | | every Monday. There are a lot of people disagree |
| organization. The organization founded in February | | | | with the rules. This because they say is not |
| 1995. The main purpose of TREES is to educate | | | | convenience when the purchase foods and goods |
| public the important of protect our environment | | | | make them feel so inconvenient. According to Yu |
| and reduce negative impact for our environment. | | | | (2009) mostly consumer using plastic bag for a |
| TREES organizations had organized two | | | | rubbish bag if really want to apply the rules, |
| successfully programs in this year. On 14th | | | | Penang government need support form media. |
| February 2009 they had organized Valentine's | | | | According to Yeap (2009), he claimed that every |
| Pledge for Mother Earth, the program use to | | | | people should follow the rules and at the same |
| encourage the public send a photograph with a | | | | time can educate and encourage others to |
| caption that how you protect the environment so | | | | recycle. |
| that can share with each others. Furthermore, on | | | | From the researcher research, there are two |
| 13th March the organization organized community | | | | theories can be applied in the research. There are |
| recycling campaign at Ampang, this activity help | | | | Interaction Theory and Klapper's Reinforcement |
| to reduce the air pollution. There are a lot of | | | | Theory. |
| people participated in these two events. The | | | | Interaction theory means influence a medium has |
| events are very meaningful and bring benefit to | | | | over its audience is proportional to the amount of |
| our environment. | | | | effort involved in consuming it. According to Ken |
| Panasonic Sdn. Bhd. is one of the electronic | | | | Spencer humans remember only 10 percent of |
| company's had designed out an eco-refrigerator | | | | what they read, 20 percent of what they hear, |
| to support green campaign and the product have | | | | and 30 percent of what they see. However, |
| successfully launched in Malaysia. It's able to be | | | | memory improves to 50 percent for those who |
| self adjusting electricity regulator that reduces the | | | | see and hear something, and 90 percent if the |
| wastage. Compare with other brand of | | | | person is actively involved in the process or event |
| refrigerator the Panasonic refrigerator able to | | | | instead of merely observing it. This theory can be |
| save 40% of the electricity. It helps fight global | | | | illustrated by considering the results of staged |
| warming and save money all the time. Panasonic | | | | events involving audience participation. So, to |
| electronic company in United State America also | | | | encourage the public to take in green campaign, |
| concerns for environmental protection and | | | | the organization needs to encourage the public to |
| sustainability. The company's practices prudent, | | | | participate in the activities. |
| sustainable use of the earth's natural resources | | | | Klapper's Reinforcement Theory maintains the |
| and the protection of the environment. Together | | | | media cannot create opinions from scratch, but |
| with many benefits associated with the use and | | | | can be effective in reinforcing existing beliefs and |
| enjoyment of new technologies comes with | | | | attitudes or bringing latent beliefs and attitudes to |
| responsibility that do not take lightly. The | | | | the surface and encouraging individuals to act on |
| company hopes that this commitment able to | | | | them. In this theory, shows that even media not |
| protecting the environment continues to earn | | | | that powerful can influence people thinking but at |
| public trust and support. | | | | least can lead the public to concern about the |
| Besides that, TESCO hypermarket had designed | | | | environment issues. |
| an eco-friendly recycle bag. The purpose is to | | | | Qualitative research is a field of inquiry applicable |
| encourage the consumer to use the recycle bag | | | | to many disciplines and subject matters. |
| instead of using the plastic bag. Those consumers | | | | Qualitative researchers aim to gather an in-depth |
| who using the recycle bag when purchase the | | | | understanding of human behavior and the reasons |
| goods can gain extra point for the member card. | | | | that govern such behavior. The qualitative method |
| Furthermore, all the Tesco in Penang have applied | | | | investigates the why and how of decision making. |
| the same rules that set by the Penang state | | | | Hence, smaller but focused samples are more |
| government. Tesco hypermarket in Penang state | | | | often needed, rather than large random samples |
| not give out plastic bag for the consumer on | | | | Quantitative research means the variable under |
| every Monday. In foreign country, Tesco is the | | | | consideration should be measured. It is an element |
| most environmentally friendly supermarket. Tesco | | | | of precision, as it uses numbers to quantify result. |
| had wins a award for being the best big company | | | | The process of measurement is central to |
| for corporate environmental strategy, has | | | | quantitative research because it provides the |
| invested £115m in energy-saving | | | | fundamental connection between empirical |
| technology for its stores in the past two years | | | | observation and mathematical expression of |
| and is working hard to create the zero carbon | | | | quantitative relationships. The term quantitative |
| supermarket of the future. | | | | research is most often used in the social sciences |
| Malaysia Government also supporting green | | | | in contrast to qualitative research. |
| campaign. On 28th March 2009 the government | | | | The researcher use both quantitative and |
| encouraged whole Malaysian to switch off their | | | | qualitative research method in this study. In which |
| lights from 8.00pm until 9.00pm. KL tower and | | | | includes the survey questionnaire and intensive |
| 8TV is one of the company's supporting this | | | | interview to the relevant people so that the |
| program. In this program, PR practitioners help the | | | | researcher can get more detail information. |
| government to spread out all the information and | | | | There will be 11 questions for the survey |
| do publicity on the activities. Besides, to support | | | | questionnaire. Inside the questionnaire include, 5 |
| green campaign Penang state had already ban the | | | | dichotomous response questions, 3 multiple-choice |
| consumer using plastic bag on every Monday. The | | | | questions and 3 open-ended questions. All the |
| purpose of this program is to encourage the | | | | survey questions will be set based on the relevant |
| consumer use recycle bag for those consumers | | | | to green campaign. |
| who require for a plastic bag on Monday need to | | | | There are 100 copies questionnaire will be |
| pay 20sen for it. | | | | distributed to UTAR and KTAR student in Perak |
| Thus, University Sains Malaysia (USM) an | | | | campus. Both UTAR and KTAR will be distributed |
| university in Malaysia shows support on green | | | | 50 copies of questionnaire, from 50 set of |
| campaign. USM have organized a lot of campaign | | | | questionnaire will be divided to half that mean 25 |
| encourage the student to take care of our | | | | set, for both male and female. The reason that |
| environment. Besides that, USM also joined with | | | | the researcher choose UTAR Perak campus |
| Tupperware Company to support the green | | | | because it is the biggest campus in whole Malaysia |
| campaign. Tupperware Company provided each | | | | compare to other campus. Besides that, the |
| student who studies in USM a plastic container for | | | | researcher also had chosen KTAR Perak campus |
| daily use. When student need to packing the food | | | | to distribute the questionnaire it is because the |
| can use plastic container instate of using plastic | | | | Perak campus is second largest and newest |
| bag. This help to save one plastic bag for our | | | | campus in Malaysia. Thus, the researcher choose |
| mother earth. | | | | UTAR and KTAR student as target audience, is |
| Not only Malaysia had green campaign there are a | | | | because compare to other university UTAR and |
| lot of green campaign in the foreign. Such as | | | | KTAR have more student and it can represent |
| Disney land from foreign country had set up a | | | | the majority of teenagers. |
| Center for Health, Environment and Justice (CHEJ) | | | | The researcher set target audience as college and |
| found that Walt Disney World uses more than 80 | | | | university student the age range is around 18 to |
| extremely toxic cleaners, as opposed to just 12 | | | | 23. It is because college and university student will |
| that are non-toxic and which are used in the | | | | become new generation in future of the society. |
| animal park out of safety concerns for the | | | | So, their perception of green campaign is very |
| animals. Disney land is for children to pay visit in | | | | important for the research. |
| the park. At the same time it also can let the | | | | Besides that, an intensive interview will be |
| children "bathe, eat and play." CHEJ and | | | | conducted with ESPM Manager Gurmit Singh to |
| community groups in Florida are urging Disney to | | | | understand the view of him and why he form up |
| use safer cleaning products for the sake of the | | | | ESPM organization. He is the advisor and founder |
| children. | | | | president of ESPM. Another interview will |
| The main objective of the researcher is to create | | | | conducted with the Panasonic product marketing |
| awareness among the public to be more concern | | | | general manager Cheng Chee Chung to |
| about our environment and to let the public | | | | understand why Panasonic need to came up the |
| knows that protect our environment is our | | | | eco-refrigerator. |
| responsible. | | | | Both interviews will take around one hour. The |
| There are few journals collected by the | | | | researcher had set up 2 set of different interview |
| researcher for references purpose. From the | | | | questions for the EPSM president and Panasonic |
| researcher research, a campaign use to organize | | | | marketing general manager because both of them |
| a series of activities to try to achieve something. | | | | have their own perception toward green |
| A purpose of a campaign is use to get attention | | | | campaign. |
| from the public and to promote a new product, | | | | |