KUCHING: World Wide Fund (WWF) Malaysia and Astro Malaysia Holdings Bhd recently signed a Memorandum of Understanding (MoU) to enhance public awareness and support for forest conservation initiatives.
The MoU, completed by WWF Malaysia CEO Sophia Lim and Astro Group CEO Euan Smith, will enable the broadcasting of WWF-Malaysia’s content on Astro’s platforms.
Lim highlighted that the partnership underscores their shared commitment to environmental consciousness and wildlife conservation.
“Through the collaboration, we will broadcast the necessary steps we are taking to protect a wide array of species, such as the endangered Malayan Tiger, the Bornean elephants, the vulnerable sea turtles, and the charismatic Orangutans.
“This platform will allow us to inspire more people to actively take part in the protection of our planet and its rich biodiversity.
“With Astro’s wide reach and influence, our efforts in preserving biodiversity can resonate with a larger audience,” she said in a statement on Wednesday.
In the meantime, Smith articulated that Astro is leveraging on its unique position as Malaysia’s leading content and entertainment company to amplify the urgency of environmental consciousness and stimulate meaningful change.
“Environmental protection is a universal obligation. It is our collective duty to make change.
“As we continue our drive to create purposeful content, we hope to educate and inspire our audience on the importance of addressing climate change,” he said.
Alongside the partnership, Astro will also feature a dedicated rail which will be available to all customers from Aug 17 to Sept 6 this year.
To further cement their commitment, Astro has worked with renowned directors of environmental documentaries including KC Chiu from Woo Hoo Pictures for ‘The Conservationist’, Lara Ariffin from Nuvista Media Sdn Bhd for ‘Layar Liar’, TP Lim from Roots and Shoots and Myles Storey for ‘Wang Kelian’ and ‘Finding Solo’, among others.
These documentaries aim to highlight environmental awareness and showcase the rich biodiversity of our forests, which are available on the platform.
Also present at the signing were executive director of United Nations Global Compact Network Malaysia & Brunei Faroze Nadar and head of Fundraising, Activation & Communication of Taman Tugu Tracey Surin.
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Lim (left) and Smith (right) during the signing of the MoU.
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Panel discussion with (from left) TP Lim from Roots and Shoots Malaysia; KC Chiu from WooHoo Pictures; Smith; Dr Cheryl Cheah from WWF-Malaysia; Lara Ariffin from Nuvista Media; and Luqman Hakim from Belia Prihatin.
