"Tune in to Me" gets media owner backing

• Media players sign up to be partners for latest UNICEF campaign
• Media owners will play huge part in delivering campaign message
• Leo Burnett / Arc behind the idea
  

Malaysia - A string of local and regional media players have answered the United Nations Children's Fund's (UNICEF) call for media partners for its "Tune in to Me" campaign.

UNICEF has secured AMP Radio Networks, Astro, BFM 89.9, Blu Inc Group, ESPN Star Sports, Media Prima, Radio Televisyen Malaysia (RTM) and Star RFM as media partners for the campaign which celebrates the 20th anniversary of the Convention on the Rights of the Child (CRC).

The campaign will honour Article 12 of the CRC which defends children's rights to be heard by giving children and the young a channel to express themselves via TV, radio, online or in print through the mentioned media partnerships.

Sponsorship of the campaign also includes advertising space and campaign partners include Blue Hyppo Kidz Club, Alt Media, Chilli Pepper Films, Citranet, Innity, Menara Kuala Lumpur, Mirage, Pudding Media, TigerTiger and Two AM.

Venue sponsor is Alexis Bistro.

Media owners and corporate sponsors involved in the project will come together on 20 November to fulfill the campaign objective of defending children's rights to be heard.

"Media, both mainstream and digital, have immense power and influence in shaping children's lives and development," Youssouf Oomar UNICEF Representative to Malaysia and Special Representative to Brunei, said.

"Not only is media sought after by children as a source of entertainment, it can also help push the agenda forward to children, inspire them to explore their talents as well as engage them with society to develop their citzenship skills," he said.

An interactive website tuneintome.bluehyppo.com has also launched where users can find out more information about the campaign as well as watch and listen to TV and radio spots for it.

The initiative is the braindchild of Leo Burnett / Arc Worldwide.

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