In an unprecedented nation-wide collaboration, broadcasters across Malaysia get ready for a two-day celebration of the ICDB on 6 and 7 March. UNICEF and its media partners have organized a full slate of youth-driven and youth-produced programs especially for the ICDB. The programming coincides with the “Tune in to Me” campaign, a collaboration between UNICEF and Leo Burnett/Arc Worldwide that was initiated in November 2009 to celebrate the 20th anniversary of the Convention on the Rights of the Child and to honour Article 12: Every child’s right to be heard.
The collaboration includes more than ten of Malaysia’s largest media owners including TV, radio, and web-based broadcasters, many of whom are participating in the ICDB for the first time. Working together to provide a platform for youth voices and opinions to be heard on the ICDB, they are hoping for a diverse and wide-reaching audience of all those who are connected to children, including parents, teachers, healthcare workers, policy-makers, and faith-based leaders.
Broadcasters participating in the ICDB celebration include AI.fm, BERNAMA Radio 24, ERA.fm, FLY.fm, HITZ.fm, HOT.fm, MINNAL, MY.fm, NTV7, ONE.fm, RTM TV2, THR RAAGA, TRAXX.fm and TV3.