Mattel’s Monster High, The Star R.Age and Limkokwing University Join Together against Bullying
We are excited to work with Limkokwing University. We hope through this campaign, we will raise the awareness of the anti-bullying act in Malaysia and raise the awareness for people to take note of this issue which is becoming serious in Malaysia currently.
Monster High and Limkokwing Against Bullying Competition was officially launched with the presences of Associate Vice President for Talent & Creativity Development Limkokwing University of Creative Technology, Dato’ Tiffanee Marie Lim; Brand Manager - Girls for Mattel Southeast Asia Pte Ltd, Kelly Yip; The Star R.Age Editor, Ian Yee; Miss Universe Malaysia 2010 and Limkokwing alumna, Nadine Ann Thomas; Songwriter and Vocal coach at stART Society, Grace Sng; emcee of the show, Host of Hello on RTM 2 Stephen Chiang; members of the media and the students of Limkokwing University.
The competition will have Limkokwing students competing to design the most creative and impactful anti-bullying message in one of four formats; song, video, poster or photograph and T-shirt design. The grand winning submission will stand a chance to be a part of the Monster High Malaysia 2014 PR Campaign and also receive a Certificate of Achievement, media exposure and Monster High merchandise worth RM500.
This competition is open to all Limkokwing students. This campaign is targeted at young teens to be aware of this act of bullying around them. The entries will be judged by a panel of judges including Kelly Yip, Dato’ Tiffanee Marie Lim, Ian Yee, Nadine Ann Thomas and Grace Sng.
Statistics from the Global Youth Online Behaviour Survey 2012 has reported that 84% of Malaysian children have been bullied online and 69% are bullied offline.
“Monster High is a brand about creativity and it’s an international brand that is totally aligned with Limkokwing which is an international university and of course creativity is an avenue here. The diversity of the international student body in Limkokwing University represents the characters of Monster High that goes along with the brand very much. We hope to receive various creative ideas from the international students,” said Kelly.
Kelly also added, “We are excited to work with Limkokwing University. We hope through this campaign, we will raise the awareness of the anti-bullying act in Malaysia and raise the awareness for people to take note of this issue which is becoming serious in Malaysia currently.”
Monster High’s story revolves around the high-school life of teenage offspring of some world-famous monsters with characters such as Frankie Stein, daughter of Frankenstein; Draculaura, daughter of Dracula; Clawdeen Wolf, daughter of the Werewolves; Ghoulia Yelps, daughter of the Zombies; Lagoona Blue, daughter of the Sea Monster, Cleo de Nile, daughter of The Mummy; Deuce Gorgon, son of Medusa; and many more.
“I had a great time talking with the students. They responded very well. The diversity of Limkokwing University students is perfect for this campaign because bullying is an international problem,” said Ian.
Ian shared, “We have created an online map at R.Age. If you are a victim of bullying, you can actually pin on the map so that the people in your community will know that bullying is happening. We opened up the website for trial just for few days, we immediately started getting pins popping up from all over the world such as US, Australia, India, China, Japan and more. This is a global issue.”
“The synergy we have between Monster High, Limkokwing University and R.Age is very good and I’m very positive about it. The creative spark that Limkokwing can give will bring this campaign into next level,” said Ian.
During the interview session Dato’ Tiffanee said, “Any opportunity that someone gives you to be a part of a worldwide topic is a good thing.
Limkokwing students are how they are because they are not afraid to understand an opportunity when they see one. I was told that almost 250 students are participating in this competition for a great cause. Limkokwing students’ community here understands how to help the people and we are in a position where we can say something, so we don’t think twice.”
