IMC campaigns by Communication students assist PwD organisations

By Syamsuar Dafinanza Dafheri

GOMBAK, 12 November 2023: Students taking the course COMM3560: Integrated Marketing Communication this semester (Semester I, 2023/2024), have been given assigments that involve proposing and implementing Integrated Marketing Communication (IMC) campaigns for organisations that are related to persons with disabilities (PwDs). The IMC course is offered by the Department of Communication, AHAS KIRKHS in IIUM Gombak and taught by Assoc. Prof. Dr. Aida Mokhtar.

There are eight groups of students from two sections who have formed IMC agencies and have had to identify clients to work with. Recently, the eight groups presented their pitches so as to ‘sell’ their proposed IMC plans. The IMC groups are assisting clients such as the Association of Blind Muslims Malaysia (PERTIS), Persatuan Kebajikan Ahsana, Autism Cafe Project, Pertubuhan Pemulihan Dalam Komuniti (PDK) Kamii Gombak Setia, Dyslexia Cafe, Rasa Damai Wellness, Akademi Remaja Islam Autisma (ARISMA), and Klink-Care Centre through their IMC campaigns.

My group, consisting of Ain Salsabilah Mohd Derus, Husna Fathiyyah Mohd. Fairuz, Priyadi Adam Alief, Nurin Ezzatie Nizamuddin and myself, has chosen to plan and implement the IMC campaign for PERTIS who offer classes that teach reading the Quran in braille and sell Quran in braille based on the donate to purchase scheme. We have proposed the target audiences, IMC objectives, media plan, IMC schedule, research, and creative mock-ups through our presentation.

The theme we have chosen for our IMC campaign is “Not disabled, I am differently abled”. It highlights the importance of creating an inclusive environment for blind people, helping our clients’ fundraising efforts by increasing the sales of the association’s products and using educational support and programmes tailored for blind Muslims that are offered by PERTIS. Our campaign aims to ensure that the objectives of our campaign are met and this includes sales.

Some people consider sight to be the most significant of the five senses. Sight is the primary means by which humans take in their environment, making it both important to protect people’s eyesight and to provide support to those who are blind.

We have been asked to include the Islamic perspective in our plans which conforms with the Vision and Mission of the IIUM. Islam, as a flawless faith, provides numerous blessings on humanity. Islam, being the perfect religion, provides a simple and precise path to life. Islam also establishes guidelines for man’s interactions with Allah and other human beings including PwDs.

Islam is a blessing for everyone. Islam actively encourages its followers to aid others, regardless of nationality, race, religion or disability. Several examples of the Prophet SAW are found of him assisting those in need regardless of their background.

Piety is one of the integral values in Islam. Hence, aiding PwDs is unquestionably one of the pious activities that has to be pursued by Muslims. PwDs are an integral part of our community. Hence, we must strive to aid them as much as possible. May we be blessed for our efforts. Amin.***