Research about their background (Week2)

This week, we were asked to start doing the project. We needed to research about the history, background, business, value, vision and mission of the organisation that we chose. For my group, we chose DiGi company and All Women's Action Society(AWAM). We should also research about the advertisement they had run in the past.

DiGi Telecommunication Sdn.Bhd

This company was founded on 24 May 1995. It's formerly known as Mutiara Telecommunications Sdn Bhd, but it changed its name to Digi Telecommunications Sdn Bhd in January 1999. It is a mobile service provider. Digi has provided a variety of mobile communication services including Voice under their prepaid plans & postpaid plans, SMS, data plans and services, international roaming, international calling card, WAP services and so on. Digi is a mobile connectivity and internet services provider enabling 11.3 million Malaysians on their advanced 4G+ network. Listed on Bursa Malaysia, Digi is part of global telecommunications provider Telenor Group.

Digi vision is enhancing communications to improve customers’ quality of life, at home, work and play. Digi is providing customers specific solutions to meet individual needs for communications, connectivity and access to information and security. It has provided an environment where our employees can grow and be fulfilled in position. However, Digi has provided superior returns to shareholders and contribute to improving life in Malaysia. So, this is what a vision and mission set by Digi telecommunication industry. DiGi long term objectives is to create long-term shareholder value through providing innovative, easy-to-use and best value telecommunications services in the Malaysian market. Besides that, it has to try to get market share in Malaysia.

The advertisement DiGi had run in the past

DiGi will follow you

This is an advertisement which I had watched when I was a child. I still remember the song "I will follow you~". The lyric is simple but it very easy to let people remember it. The message that Digi want to bring to the audience is Digi's widest coverage, no matter where you are, you still have line to call, SMS to the others. The song had help Digi to let more people know about its company. I think most of us still remember this song and this advertisement.

Digi CNY 2020 - Home

There are many other advertisement that do not help Digi attract customers or earn any profit for their company. For example, they upload a video/advertisement during CNY 2020. Even though at the end of the video they have promote their service, the main topic/message of this video is asked people/teenager remember to go back home and contact their family.

Capture Your Dreams

In this video, Digi do a interview for a photography, Hayma Suthan and his sister. They try to record his daily life and also how he work for his dreams. In fact, this photography is a disabled person. He won gold medalist in 2016 Abilympics, the work skill Olympics fro people disabilities. He can't talk, can't hear but he still try to achieve his goal and dream. In this video, the messages that Digi want give their audience are do not give up, and try your best to achieve your goal.

There are also other forms of advertisement, such as poster, brochure and so on:

As you can see, most of their advertisement include yellow colour, as this colour is their logo colour. Most of the people will link the telecommunication advertisements when they see yellow colour.

AWAM

AWAM, also known as All Women's Action Society is recognised as a feminist organisation in Malaysia. It is the first feminist organisation. The vision of AWAM is securing women's rights and bringing about gender equality, developing capacities for women's empowerment and social transformation, and supporting women in crises. Why it not named AWAS? This is because AWAS/Angkatan Wanita Sedar was a women political movement in late 1940s, and this movement was declared illegal and banned. In fact, AWAM took almost 3 years to register with ROS(Registrar of Societies), and it finally registered in 1988 as the All Women's Action Society. They are allowed to be continue called AWAM after that.

The idea of AWAM came from the women finding their voices and grouping together to ask for change. In the 1980s, women found that the issues on gender-based violence was not be taken seriously. The issues such as rape, domestic violence, sexual harassment and other similar issues were not be solved, and there were many people feminised these kind of issues. They thought these were "women issues" rather than issues that public should concern. Then, a group of women came together to organise workshop as well as exhibition on Violence Against Women. This was the first time Malaysia media highlighted the issues of rape, domestic violence, and the negative portrayal as matters of public concern. There were many formation of women's right organisation was inspired by this two-day event. AWAM is one of them. These organisation maintained close ties until now, and they are the original member of the Joint Action Group (JAG). JAG is a coalition of civil society organisations (CSOs) which working towards gender equality. Now, this organisation is the partner of AWAM.

The advertisement AWAM had run in the past

I find this advertisement in their YouTube Channel. Actually, I can't really find so much advertisement of AWAM. This video is the only advertisement video that I could find on internet. Basically this video is about a family which the mother is undergoing domestic violence. Once, the parents are arguing and the father want to hit there mother. Then, the daughter try to push the father away. Suddenly, the daughter run away from home, but unfortunately she get hit by a car. Finally, the mother know that she should not forgive her husband again and again. The message that AWAM would like to bring to the audience through this video is the women should speak out their voice when they are facing this kind of issues.

---

Referene List

Essays, UK. (November 2018). Introduction of DIGI telecommunication. Retrieved from https://www.ukessays.com/essays/marketing/introduction-of-digi-telecommunication-marketing-essay.php?vref=1

Editor. (2020). About Us. Digi. Retrieved from https://www.digi.com.my/about-us

Editor. (2020). Home - AWAM - All Women's Action Society. AWAM. Retrieved from https://www.awam.org.my

Digi. (2019, September 30). Yellow Heart: Capture Your Dreams. Retrieved from https://www.youtube.com/watch?v=A_YfQyF4K94

Digi. (2020, January 20). Digi CNY 2020 - Home. Retrieved from https://www.youtube.com/watch?v=nE960ewPsJ4

Digi. (2015, January 21). DiGi will follow you. Retrieved from https://www.youtube.com/watch?v=yBsfp0ZbQ4s

AWAM. (2013, December 10). Domestic Violence Hurts Families - AWAM's Community Message Video Retrieved from https://www.youtube.com/watch?v=VpPMN9Xwzog&t=21s