BFM: 'Sawit Anugerah Tuhan': Do Palm Oil Campaigns Work
Last week, BFM invited our principal, Khor Yu Leng, to give her opinions on palm oil campaigns and their effectiveness in increasing demand for the ever-popular vegetable oil. Click on the following link to listen to the podcast: 'Sawit Anugerah Tuhan': Do Palm Oil Campaigns Work?
Campaigns with an underlying message of reform seem to have better traction, i.e. engagement factor is higher, compared to those without, which tend to be more emotive but less clear on what it represents.
The government has unveiled the new "Sawit Anugerah Tuhan" campaign to replace “Love My Palm Oil”. But are these campaigns actually effective in promoting demand for the oil? We speak to Independent Political Economist, Khor Yu Leng for her thoughts.
Produced by: Kelvin Yee
Presented by: Kelvin Yee, Hezril Asyraaf
Thanks to a listener (a palm oil industry executive) who wrote in with his feedback: “Liked your comments, always well articulated, interesting that "sustainable palm oil" enjoys higher engagement rates than "love my palm oil" campaign. My teenage kids wouldn’t buy into the love message. They are too aware of human impact on the planet. Sustainable palm oil is the better message. I agree with you on the (importance of the) promise or the journey.”