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11/01/2007
Malaysia Celebrates 50 years of Independence
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In 2007 Malaysia will celebrate the 50th anniversary of its independence (from the UK, the former colonial power). The British High Commissioni in Kuala Lumpur plans to hold a public diplomacy campaign during the year to mark the anniversary and harness it in order to promote the UK's profile in Malaysia. The strapline for the campaign will be: 'Malaysia & the UK: Forward Together’. As this suggests, the campaign will be forward-looking, with UK strengths in science, innovation and education as central elements, although the campaign brand will also be applied to events in other areas such as the arts, as well as traditional events such as veterans celebrations.
The overall objective is to raise the UK's profile and in particular to strengthen awareness in Malaysia of the UK's strengths as a world leader in excellence and innovation. A subsidiary objective is to reaffirm the UK's interest and commitment to work with Malaysia as it grows towards developed country status. Apart from the central science and innovation theme, there will be opportunities to promote the UK's image as an open, multi-cultural, multi-religious society which values the contribution of minorities and which is committed to engaging positively with Malaysia as a similarly diverse country.
The goal in doing all this will be to improve attitudes towards the UK, particularly among influential Malaysians, and to generate specific business and partnering opportunities. Main target audiences will be the successor generation, meaning young educated Malaysians; the Malaysian Government; other influential institutions and individuals, including top businessmen; and the media as opinion-multipliers. | |
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