Loke: Govt agencies needs to adapt communication strategies to reach younger Malaysians

The Road Transport Department (RTD) has partnered with Monsta Studios Sdn Bhd to create road safety messages through animation, creative content, and digital communications in an effort to effectively reach younger Malaysians. Transport Minister Anthony Loke Siew Fook highlighted the need for government agencies to adapt their communication strategies due to the limitations of conventional methods such as billboards, television advertisements, and newspaper advertisements.

He pointed out that in today's digital age, where smartphones have become ubiquitous and information is primarily consumed through social media and creative digital content, traditional channels are less effective. Loke emphasized that even billboards, while still relevant, have become less impactful, and television advertisements are becoming less effective as fewer people watch television.

He stressed that attention spans have shortened, with audiences preferring content that is quick and easy to consume, typically lasting no more than 30 seconds. The collaboration between RTD and Monsta Studios aims to leverage the former's expertise in road safety and regulations with the latter's strengths in animation, creative content, and digital communications.

This partnership seeks to ensure that road safety messages are not only understood but also internalized and practiced by the public. Loke expressed hope that this collaboration would serve as a catalyst for more partnerships between the public sector and the creative industry, enabling the delivery of public-interest messages more effectively.

He acknowledged that changing communication landscapes pose challenges to both politicians and civil servants, urging government communication to adapt to current trends and no longer rely solely on traditional channels.