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Faculty of Creative multimedia MMI 3033 Design Project 1 (Media Innovation)

Situation Analysis Public Service Announcement Baby Dumping Awareness

Ajeerah Binti Faeiz 1061104138 Delta Trimester 1 (2011/2012)


19/July/2011

Situation Analysis Baby Dumping Awareness Chapter 1: The Issue ................................ ................................ ................................ ..4 1.1 Introduction ................................ ................................ ................................ ................................ .......... 4 1.2 Problem Identification ................................ ................................ ................................ ...................... 6 Chapter 2: The Analysis ................................ ................................ ........................... 10 2.1 Baby Dumping and Teenagers ................................ ................................ ................................ ..... 10 2.2 The Effects of Baby Dumping ................................ ................................ ................................ ....... 10 2.2.1 Effects on individual................................ ................................ ................................ ................. 10 2.2.2 Effects on Infants................................ ................................ ................................ ....................... 10 2.2.3 Effects on Society ................................ ................................ ................................ ...................... 11 2.3 The Prevention of Baby Dumping ................................ ................................ ............................... 11 Chapter 3: The Sponsor ................................ ................................ ........................... 13 3.1 Company Overview ................................ ................................ ................................ ......................... 13 3.2 Business Description ................................ ................................ ................................ ...................... 14 3.3 History ................................ ................................ ................................ ................................ ................. 16 3.4 Emerging Market Needs ................................ ................................ ................................ ................ 18 3.5 Vision ................................ ................................ ................................ ................................ ................... 19 3.6 Products ................................ ................................ ................................ ................................ .............. 20 Chapter 4: The Supporting Brand ................................ ................................ ............23 4.1 Brand Overview................................ ................................ ................................ ................................ 23 4.2 Brand Image & Implications ................................ ................................ ................................ ......... 24 4.3 Consumer/Stakeholders................................ ................................ ................................ ................ 25 4.3.1 Current Consumer Characteristics................................ ................................ ....................... 25 4.3.2 Stakeholders................................ ................................ ................................ ............................... 25 4.4 Products ................................ ................................ ................................ ................................ .............. 27 4.5 Direct Competitors ................................ ................................ ................................ .......................... 33 4.5.1 Pureen ................................ ................................ ................................ ................................ .......... 33 4.5.2 Products................................ ................................ ................................ ................................ ....... 33 4.5.3 Anakku................................ ................................ ................................ ................................ ......... 34 4.6 Indirect Competitor ................................ ................................ ................................ ......................... 36 4.6.1 Lifebuoy ................................ ................................ ................................ ................................ ....... 36 4.6.2 Products................................ ................................ ................................ ................................ ....... 36 4.6.3 Yu Yee Oil (Herbal Medicated Baby Oil) ................................ ................................ ............. 37 4.7 SWOT Analysis ................................ ................................ ................................ ................................ .. 38 Chapter 5: The Supporting Organization ................................ ................................ .39 5.1 History ................................ ................................ ................................ ................................ ................. 39 5.2 Visions, Mission and Objectives ................................ ................................ ................................ .. 42 5.2.1 Vision................................ ................................ ................................ ................................ ............ 42 5.2.2 Mission ................................ ................................ ................................ ................................ ......... 42 5.2.3 Goal................................ ................................ ................................ ................................ ............... 42 5.2.4 Objectives ................................ ................................ ................................ ................................ .... 42 5.2.5 Strategies ................................ ................................ ................................ ................................ .... 43 5.3 Services ................................ ................................ ................................ ................................ ............... 44 5.4 Brand image & Implication ................................ ................................ ................................ ........... 44 5.5 Distinctive Features ................................ ................................ ................................ ........................ 45 5.6 Unique Selling Proposition (USP) ................................ ................................ ............................... 45 5.7 Positioning Statement ................................ ................................ ................................ .................... 45 5.8 Campaigns & Activities................................ ................................ ................................ ................... 46 5.9 Stakeholders ................................ ................................ ................................ ................................ ...... 49 Chapter 6: Survey ................................ ................................ ................................ ....52

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Situation Analysis Baby Dumping Awareness REFERENCES ................................ ................................ ................................ ............56

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Chapter 1: The Issue

1.1 Introduction
Child abandonment or baby dumping is the act of relinquishing interests and claims over one's offspring with the intent of never again resuming or reasserting them for an extended period of time, a child younger than 12 months of age in a public or private setting with the intent to dispose of the child. An abandoned child is called a foundling (as opposed to a runaway or an orphan). According to reliable statistics, at least one baby is abandoned weekly which causes include many social and cultural factors as well as mental illness.

Statistics showed that from 2005 until current, there were 472 babies abandoned by their irresponsible parents of which, 258 were dead and 214 are still alive. One major factor to baby dumping cases is the increasing number of babies conceived out of wedlock, which Hospital Kuala Lumpur has recorded 301 cases of such births this year of which, 34 babies were delivered by under-18 mothers.

472 cases of baby dumping and what the public doesn t know are that abortions can reach up to 300 cases a day. These are real issues related to baby dumping that the public are not aware. There were almost equal numbers of male and female infants involved, leaving them either dead or homeless.

Police say a majority of baby-dumping cases involve Malays, which observers say is the result of the stigma of illegitimate children and the community being ill equipped to deal with unwanted pregnancies. While there is no actual racial breakdown available because it is often difficult to determine the race of the babies, police say anecdotal evidence and prosecutions show the majority involves Malays. According to the policemen, 13 out of 65 cases in 2010 involving the dumping of newborns have resulted in prosecutions. All of the accused were Malays. A total of 67 cases were recorded in 2005, 83 cases in 2006, 76 in 2007, 102 in 2008 and 79 in 2009 and increasingly happening in until the current.

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Statistics Statistics shows that Selangor has recorded the highest number of baby dumping cases which is 122 cases from the year 2005 to 2010. Whereas Johor 83 cases, Sabah 65, Sarawak 34, Negeri Sembilan 24, Pulau Pinang 22, Perak 19, Pahang and Kedah 17, Kelantan 10, Terengganu 5, Melaka 3, Kuala Lumpur 2 and Perlis 1. Total up from all these states, there are 407 cases of baby dumping from the year of 2005 to 2010.

Baby Dumping Cases (2005 - 2010)


1 0 120
100 80 60 0

States

20 0

From 2005 to January this year (2011), a total of 517 baby dumping cases were registered in the country. 203 of the cases involved boys, 164 girls while the gender of the other 150 babies could not be ascertained. For cases in which the gender cannot be identified, postmortems could not be carried out because the bodies were too badly decomposed.Of the total, 230 were found alive while 287 were dead.
35
3 25

Female 2 15
1 5

Male Ge Dea
Alive

er

5-2 11

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1.2 Problem Identification


Teenage pregnancy is a growing problem in Malaysia. Teenage mothers often drop out of school and end up on welfare, barely able to support their child. Sometimes teenagers who give birth do not live through the ordeal, as their bodies are not ready to handle the stress of childbirth. Several numbers of infants being found in rivers, dustbins, and even sometimes somewhere that we cannot imagine such as travelling bags, to the extend where parents could actually throw their babies from a high rise buildings for instant death of their child. These babies are died in the situation that cannot be accepted by most of the people, as the ways of killing these babies are too cruel and cold-blooded. Sadly, the number of baby dumping cases has been increasing days by days and it has reached an alarming state, researches are carried out to determine which group of people is the biggest contributor to these serious cases. The outcome of the researches are pointing towards teenagers, who are under age. The problem of teenage pregnancy out of wedlock is closely linked with abandoned babies cases. There are several reasons on why teenagers commit in the baby dumping cases the most and the consequences of baby dumping cases to society.

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EXTREME CELEBRATION OF EVENTS Occasions such as Valentine s Day, Birthday Parties, New Year Celebrations, and etc. are the factors that causes baby dumping. These occasions are usually been celebrated in extreme manners and encouraged liberal socializing and free sex, which resulted in the act of baby dumping. The cultures, which originated from the West, did not suit well in our Eastern culture world, especially in a country where 60 percent of the populations are Muslims..

POVERTY Poverty is also a factor that causes child dumping. Persons in cultures with poor social welfare systems who are not financially capable of taking care of a child are more likely to dump him/her. Political conditions, such as difficulty in adoption proceedings, may also contribute to child dumping, as can the lack of institutions, such as orphanages, to take in children whom their parents cannot support. Societies with strong social structures and liberal adoption laws tend to have lower rates of child dumping.

SEXUAL ABUSE Sexual abuse can eventually lead to baby dumping. After using the girls to please their sexual desires, the boys would be in the dark and disappears without leaving a trace. Girls will dump their babies often because they felt betrayed and used by their child s father. No one would like to be pregnant as a result of sexual abuse and this has caused the baby to be disposed off after or sometimes even before birth.

CYBERWORLD The cyber world is also one of the catalysts of baby dumping. Everyone has easy access to the Internet especially pornography, cyber dating, and video games. Pirated CDs and DVDs are also ways of influencing the minds of younger generation. As we all know, teenagers are easily influenced by their friends. When friends recommend something interesting, we will first try it out. Then it will develop in an addiction. Eventually, that something will turn into a habit.

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LACK OF SEXUAL EDUCATION Teenagers are not exposed to sexual education as some parents and teachersfeel shy and awkward to talk about sex with an underage. It is very important that these teenagers are to be taught about sex at early age to prevent baby dumping cases keep on happening .

In conclusion, baby dumping is morally and physically wrong. Teenagers should keep a distance from crimes. They have to learn to be responsible for what they have done and think maturely on the pros and cons before jumping to a conclusion. They should be able to differentiate what is good what is bad. All in all, parents and schools must play their roles in fighting baby dumping cases by imposing enough sex education for their children and always beware on their children's actions. We should put a stop on baby dumping and start to see these infants as gifts to be treasured. After all, they are your own inheritor.

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Chapter 2: The Analysis

2.1 Baby Dumping and Teenagers


Baby dumping phenomenon is a direct result of our society's failure to acknowledge and address our blinkered viewpoint of sex, and for allowing our personal religious convictions to dictate public health and education policies over proven, pragmatic approa ches. Teenagers always seen to be involved in this situation. Teenage parents give birth in a motel room and leave the child to death in a dumpster and what not. These cases relate to one of the most frightening realities of our culture today: they (infants) are viewed as problems to be thrown away rather than gifts to be treasured. Baby dumping brings a lot of negative effects to the society. As we know, teenagers are our hopes by which they will be the leaders of tomorrow and they are the one who will lead the world. They will do all the good deeds in order to protect our country and create a tranquil and order environment for the future generation.

2.2 The Effects of Baby Dumping


2.2.1 Effects on individual
Health Risk of death due to excessive bleeding caused by improper delivery and infection on mother s womb. Consuming drugs and alcohol to abort the baby could also damage the body system of the parent. The effects of abortion also can cause psychological effects on the mental and emotions to the mother, especially depression. Education Those who attempt to be involved in these cases will be expelled from school. They wont be getting proper education to a brighter future. Moreover, they wont be able to attend classes as not feeling well most of the time. Mental Pressure Most parents disgrace their daughter after finding out about having a grandchild out of wedlock. They tend to ask them to leave the family rather than giving them moral supports from the family and society.

2.2.2 Effects on Infants


Lack of immunity as the baby was not breast-fed. They also will face problems growing up, as they don t have a proper family. They feel unwanted and unloved will cause them to be depressed. These infants will have problems to form strong relationship with others because of confidence lacking.

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2.2.3 Effects on Society


The cause of abortions will be mimicked by others. Most cases of baby dumping in the country dispose a newborn baby into the trash. This shows there is replication of their cruel way to get rid of the baby into the trash and leave them to death. The case has become wide and brings negative views from society.

2.3 The Prevention of Baby Dumping


Teenage Pregnancy and Sex Education Prevention is certainly better than cure and educating youths on the risk of having sex, especially unprotected sex, is essential. The implementation of sex education in our schools is still a controversial issue despite the alarming stats. The subject has even been renamed to a more parent-friendly Reproductive Health Education since many parents feel that the term sex education implies the teaching and encouraging of sex to their children. There are two main schools of thoughts in this issue. On one side, there are those who strongly advocate extensive implementation of sex education in schools, so much so that they want it to be included as a subject in the school syllabus. Counseling and Dealing with Stigmas While deterrence is vital in curbing the dumping of babies and teenage pregnancies, helping those who have to deal with doing the right thing is also imperative. Adoption and abortion are two options for those facing unwanted pregnancy. Nevertheless, help is also needed for those who choose the other alternative, which is, to actually raise the baby. The reality of doing so is the unavoidable inconvenience one face as a consequence and, in this country, the problem does not end at the National Registration Department (NRD). Raising a baby as a young teenager is already tough but dealing with the stigma takes the strain on the parent(s) and the child to a whole new level. Unwed mothers, especially in this culture, are undoubtedly in need of all the moral support they can get. This is where counselling from social agencies do their big part in helping these women deal with discrimination and the NRD that can take a toll on their self-esteem and life.

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Mass media Mass media also is one of the ways to prevent baby from being abandoned. It is the nearest medium and the best way to communicate and educate teenagers. It all about how to protect themselves and give useful knowledge to avoid from involve in anything that can take them to this problem. Besides that, the suitable sex therapists or psychologist could be presenters of a special programme on sex education and set the stage for more personal discussions in homes and schools.

The Government The government also must involve overcoming this problem from step by step and taking this matter seriously. Baby hatch is indeed good way to help single mother who cannot afford to take care the baby and nowadays Sekolah Harapan and Kewaja has already been opened for person who involved in unwanted pregnancy.

Objective Enhancing the awareness of the people in giving more value and love to their babies and children.

Aim To encourage teenagers who are experiencing this problem to choose other alternatives besides dumping their babies.

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Chapter 3: The Sponsor

3.1 Company Overview

Johnson & Johnson's commitment to innovative health care products has resulted in consistent financial performance. The Company has 27 consecutive years of adjusted earnings increases and 49 consecutive years of dividend increases. Johnson & Johnson, employing approximately 115,000 people worldwide, is engaged in the manufacture and sale of a broad range of products in the health care field in many countries of the world. Johnson & Johnson's primary interest, both historically and currently, has been in products related to health and well-being. Johnson & Johnson was organized in the State of New Jersey in 1886. Johnson & Johnson is organized on the principles of decentralized

management. The Executive Committee of Johnson & Johnson is the principal management group responsible for the operations of Johnson & Johnson. In addition, certain Executive Committee members serve as Worldwide Chairmen of Group Operating Committees, which are comprised of managers who represent key operations within the group, as well as management expertise in other specialized functions. These Committees oversee and coordinate the activities of domestic and international companies related to each of the Consumer, Pharmaceutical and Professional segments of business.

Operating management of each company is headed by a Chairman, President, General Manager or Managing Director who reports directly to, or through a line executive to, a Group Operating Committee. In line with this policy of decentralization, each international subsidiary is, with some exceptions, managed by citizens of the country where it is located.

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3.2 Business Description


Johnson & Johnson, incorporated in 1887, is a holding company. The Company and its subsidiaries are engaged in the research and development, manufacture and sale of a range of products in the health care field. It has more than 250 operating companies conducting business worldwide. The Company s operating companies are organized into three business segments: Consumer, Pharmaceutical and Medical Devices and Diagnostics. The Company and its subsidiaries operate 139 manufacturing facilities occupying approximately 21.8 million square feet of floor space. Within the United States, 7 facilities are used by the Consumer segment, 11 by the Pharmaceutical segment and 36 by the Medical Devices and Diagnostics segment.

Consumer The Consumer segment includes a range of products used in the baby care, skin care, oral care, wound care and women s health care fields, as well as nutritional and over-the-counter pharmaceutical products, and wellness and prevention platforms. The baby care franchise includes the JOHNSON S Baby line of products. The brands in the skin care franchise include the AVEENO; CLEAN & CLEAR; JOHNSON S Adult; NEUTROGENA; RoC; LUBRIDERM; DABAOtm; and Vendome product lines. The oral care franchise includes the LISTERINE and REACH oral care lines of products. The wound care franchise includes BAND-AID brand adhesive bandages and Neosporin First Aid products. The brands in the women s health franchise are the CAREFREE Pantiliners; o.b. tampons and STAYFREE sanitary protection products. The nutritional and over-the-counter lines include SPLENDA, No Calorie Sweetener; the broad family of TYLENOL acetaminophen products; SUDAFED cold, flu and allergy products; ZYRTEC allergy products; MOTRIN IB ibuprofen products, and PEPCID AC Acid Controller from Johnson & Johnson Merck Consumer Pharmaceuticals Co. These products are marketed to the general public and sold both to retail outlets and distributors worldwide.

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Pharmaceutical The Pharmaceutical segment includes products in therapeutic areas, which include anti infective, antipsychotic, contraceptive, dermatology, gastrointestinal, hematology, immunology, neurology, oncology, pain management and virology. These products are distributed directly to retailers, wholesalers and health care professionals for prescription use. The products in the pharmaceutical segment include REMICADE (infliximab), a treatment for a number of immune mediated inflammatory diseases; STELARA (ustekinumab), a treatment for moderate to severe plaque psoriasis; SIMPONI (golimumab), a treatment for adults with moderate to severe rheumatoid arthritis, psoriatic arthritis, and ankylosing spondylitis; VELCADE (bortezomib), a treatment for multiple myeloma; PREZISTA (darunavir) and INTELENCE (etravirine), treatments for HIV/AIDS; NUCYNTA (tapentadol), a treatment for moderate to severe acute pain; INVEGA SUSTENNAtm (paliperidone palmitate), for the acute and maintenance treatment of schizophrenia in adults; RISPERDAL CONSTA (risperidone), a treatment for the management of Bipolar I Disorder and schizophrenia; PROCRIT (Epoetin alfa, sold outside the United States as EPREX), to stimulate red blood cell production; LEVAQUIN (levofloxacin) for the treatment of bacterial infections; CONCERTA (methylphenidate HCl), a treatment for attention deficit hyperactivity disorder; ACIPHEX/PARIET, a proton pump inhibitor co-marketed with Eisai Inc., and DURAGESIC/Fentanyl Transdermal (fentanyl transdermal system, sold outside the United States as DUROGESIC), a treatment for chronic pain that offers a delivery system. Medical Devices and Diagnostics The Medical Devices and Diagnostics segment includes a range of products distributed to wholesalers, hospitals and retailers, used principally in the professional fields by physicians, nurses, therapists, hospitals, diagnostic laboratories and clinics. These products include Biosense Webster s electrophysiology products; Cordis circulatory disease management products; DePuy s orthopaedic joint reconstruction, spinal care, neurological and sports medicine products; Ethicon s surgical care, aesthetics and women s health products; Ethicon Endo-Surgery s minimally invasive surgical products and advanced sterilization products; LifeScan s blood glucose monitoring and insulin delivery products; Ortho-Clinical Diagnostics professional diagnostic products, and Vistakon s disposable contact lenses. Distribution to these health care professional markets is done both directly and through surgical supply and other dealers.

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3.3 History
Johnson & Johnson (NYSE: JNJ) is a global American pharmaceutical, medical devices and consumer packaged goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the company is listed among the Fortune 500. Johnson & Johnson consistently ranks at the top of Harris Interactive's National Corporate Reputation Survey ranking as the world's most respected company by Barron's Magazine, and was the first corporation awarded the Benjamin Franklin Award for Public Diplomacy by the U.S. State Department for its funding of international education programs. A suit brought by the United States Department of Justice in 2010, however, alleges that the company from 1999 to 2004 illegally marketed drugs including antipsychotics to Omnicare, a pharmacy that dispenses the drugs in nursing homes. Johnson & Johnson responded that the payments were lawful and appropriate. The corporation's headquarters is located in New Brunswick, New Jersey, United States. Its consumer division is located in Skillman, New Jersey. The corporation includes some 250 subsidiary companies with operations in over 57 countries. Its products are sold in over 175 countries. Johnson & Johnson had worldwide pharmaceutical sales of $24.6 billion for the full-year 2008. Johnson & Johnson's brands include numerous household names of medications andfirst aid supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.

Before the "Merdeka" era, imported Johnson & Johnson surgical dressings, baby and sanitary protection products could be found in hospitals and homes of families in Malaya, Singapore, Sabah, Sarawak and Brunei. These were distributed through J&J's distribution agent, The Borneo Company.

Johnson & Johnson Malaya Limited was incorporated in 1960 and continued sales through its distributors.

In February 1962, the company with a work force of 50 employees commenced manufacturing operations from a single-storey office block and factory occupying a 4.8 acre land at Jalan Tandang, Petaling Jaya.

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As the company grew, the agency distributorship was terminated and the Company assumed its own direct selling activities in Peninsular Malaysia in July 1976, establishing its own depot network in Butterworth, Ipoh, Malacca and Kuantan.

As the business continued to grow in the 80's, it was supported not only with increased employee headcount but also in expansion of its facilities which included the extended office block, new canteen, warehouse extension, provision of air-condition to the factory and improved parking lots.

Today, the Company has established a leadership position in the health care industry. This is the fruit of its employees' dedication, teamwork and its commitment towards "The Signature of Quality" to continually provide its customers with the best, most innovative products and services.

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3.4 Emerging Market Needs


The Asia Pacific region is home to more than 4 billion people, almost 60 percent of the world s population. While the more affluent societies, such as Japan, Australia, coastal China and metropolitan India, have access to innovative products and services, a large segment of the population has been unable to access or afford much beyond a very basic level of health care until now. Recent health care reforms in China and India, spurred by continuing economic growth in these countries, are creating possibilities for governments to deliver a higher standard of care to many more people. Such reforms, along with the rise of a middle class and expectations of a better quality of life, are providing Johnson & Johnson with an enormous opportunity to address a previously underserved market. These mass markets are being addressed with a different business model that is focused on bringing an appropriate portfolio of technology and products to smaller and more rural health care settings, matching the specific range of procedures offered. This approach has led to the development of high-quality, affordable products that provide superior outcomes for patients who would not otherwise have access to such technology.

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3.5 Vision
y

Johnson & Johnson s vision is to be a source of innovation for emerging markets and address the unique needs of Asia Pacific patients. This might include devices for specific disease states that are prevalent in Asia, simplified and smaller instruments, multi-use or disposable products that are more economical, or a product range for rural health centers.

In June 2011, a Medical Devices and Diagnostics R&D center will open in Suzhou, China, focused on market-appropriate innovation for fast-growing emerging markets. Functions to support this innovation will also be based on the campus, including new product development and marketing, clinical research, regulatory, quality assurance and operations. Johnson & Johnson has also entered into pharmaceutical research partnerships that connect biotech, medical and academic communities to its global research centers. One is a partnership in cancer research formed in 2008 with Tianjin Medical University Cancer Hospital in China. In November 2010, research collaboration between Tsinghua University in China and Janssen Pharmaceutica N.V. was announced. This five-year strategic partnership aims to accelerate discovery research and foster new therapeutic approaches for infectious diseases, an area of significant unmet medical need and one where we feel we can contribute positively to public health goals in China. In 2009, Johnson & Johnson established a first-of-its-kind late-phase chemical entity facility, Analytical and Pharmaceutical Development Center, in Mumbai, India. The center will play a key role in addressing major global health care challenges, many of which also face Mumbai and the region. For the consumer sector, the Emerging Market Innovation Center that ope ned in Shanghai in 2007 is built on a consumer closeness and bonding program, an integral part of emerging market product design and development to meet needs in China.

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3.6 Products
Products from our Consumer companies stand at the ready to improve the qu ality of your everyday life. We offer products and information targeting baby care, skin and hair care, oral care, nutritionals, pain relief, topical care and much more. Creating meaningful innovation in health care within the Consumer business franchise relies on a research strategy equally rooted in technology and consumer insights, in keeping with our vision: BRINGING SCIENCE TO THE ART OF HEALTHY LIVING

Whether it's analgesics or baby care, endoscopic surgery or interventional cardiology, oral care or wound care, the Johnson & Johnson Family of Companies make products that help people live healthier lives.

Baby Care
JOHNSON S JOHNSON S BEDTIME JOHNSON S SOOTHING NATURALS PRIM AGE BABY.com DESITIN JOHNSON S HEAD-TO-TOE FRAGRANCE FREE BABY LOTION BABYCENTER.com PENATEN NATUSAN

Skin & Hair Care


Care for your skin and hair.
BEBE CLEAN & CLEAR PURPOSE ROC VENDOME NEUTROGENA JOHNSON S

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SHOWER TO SHOWER skin ID ROGAINE

Wound Care & Topicals


Care for cuts, scrapes, rashes and itching.
BAND-AID Brand Adhesive Bandages BENGAY CALADRYL PURELL NEOSPORIN CORTAID SAVLON COMPEED TUCKS Hemorrhoidal Ointment DAKTARIN

Oral Health Care


Care for your whole mouth.
LISTERINE REMBRANDT LISTERINE WHITENING REACH

Women's Health
Products for women s health care needs.
STAYFREE MONISTAT CAREFREE O.B.

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Over-the-Counter Medicines
Relief for pain, colds, coughs, allergies and more.
TYLENOL SUDAFED MYLANTA ZYRTEC and ZYRTEC-D12-HOUR MOTRIN IMODIUM PEPCID NICORETTE BENADRYL ROLAIDS DOLORMIN

Nutritionals
Products for a healthier diet.
SPLENDA LACTAID BENECOL VIACTIV

Vision Care
Products for vision care.
VISINE ACUVUE Brand Contact Lenses

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4.1 B
Johnsons Bab

Overview

For over 100 years Johnson s Baby has dedicated themselves to understanding babies and the s ecial nurturing their eyes s in, and hair require. They use that knowledge to provide mothers with safe, clinically proven mild, and gentle products. But they don't stop there. Their products also engage the senses, evoke positive emotions, and ultimately enhance the loving bond between mother and baby.

That's why moms and healthcare professionals around the world have trusted the JOHNSON'S Brand to care for their babies. It's a responsibility Johnson s Baby take seriously as they continue to apply their knowledge and research to bring consumers safe, innovative products that live up to their pure, mild and gentle promise.

Johnson s Baby committed to working with moms, healthcare professionals, scientists and experts in public health to ensure that their products continue to achieve the highest of the JOHNSON'S Brand standards. They continue to work to reduce environmental impact to help leave behind a world your baby will proudly inherit.

Ch pt

4: Th Suppo tin Brand

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4.2 Brand Image & Implications


For over 100 years, Johnson s Baby has dedicated us in understanding babies need and the special nurturing their eyes, skin and hair require, They use that knowledge to provide mothers with safe, clinically proven mild and gentle products. But they don t stop there. Their products also engage the senses, evoke positive emotions, and ultimately enhance the loving bond between mother and baby.

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4.3 Consumer/Stakeholders

4.3.1 Current Consumer Characteristics


Segmentation Child: 0 5 years old Youth: 16 25 years old Young Adults: 26 35 years old Women: 36 and above

Target Market Johnson s Baby core target audience is from the age of 16 to 35 year old women

New Target Segment Men

4.3.2 Stakeholders
Board of Directors

Mary Sue Coleman, Ph.D President, University of Michigan James G. Cullen Retired president and Chief Operating Officer, Bell Atlantic Corportion Ian E.L. Davis Former Worldwide Management Director of McKinsey & Company Michael M.E. Johns, M.D. Chancellor, Emory University

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Susan L. Lindquist, Ph.D Member and former director, Whitehead Institute for Biomedical Research; Professor of Biology, Massachusetts Institute of Technology. Anne M. Mulcahy Retired Chairman and Chief Executive Officer, Xerox Corporation. Leo F. Mullin Retired Chairman and Chief Executive Officer, Delta Air Lines, Inc Williams D. Perez Senior Advisor, Greenhill & Co., Inc.; Retired President and Chief Executive Officer, Mm. Wringley Jr. Company. Charles Prince Chairman, Sconset Group LLC; Senior Counselor, Albright Capital Management LLC; Retired Chairman and Chief Executive Officer, Citigroup Inc. David Satcher, M.D., Ph.D Director, Center of Excellence in Health Disparities, Director, Satcher Health Leadership Institute and Poussaint-Satcher-Cosby Chair in Mental Health, Morehouse School of Medicine. William C. Weldon Chairman, Board of Directors and Chief Executive Officer, Chairman, Executive Committee.

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4.4 Products
Bab Skin

softens and nourishes, for baby softness. Fast-absorbing formula with rich emollients leaves skin feeling soft and smooth, not greasy Clinically proven to be gentle and mild Hypoallergenic, allergy and dermatologist-tested

so it's ideal for baby massage.

NSON S Bab Lotion

With that unmistakable baby fresh scent As the # 1 choice of hospitals and with the wonderful baby fresh scent, it could just be your best friend to help protect your baby's skin from dryness. This ultra-gentle lotion

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JOHNSON S Bab Oil


Locks in moisture for baby soft skin It's a silky soft moisturizer for silky soft skin. JOHNSON'S Baby Oil locks in up to ten times more moisture on wet skin than an ordinary lotion can on dry skin, leaving your baby's skin soft and smooth. This gentle oil is also easy to spread,

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JOHNSON S Bab Powder


Keeps skin feeling soft, fresh and comfortable It's a classic. JOHNSON'S Baby Powder helps to eliminate friction while keeping skin cool and comfortable. It's made of millions of tiny slippery plates that glide over each other to help reduce the irritation caused by friction.

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Helps eliminate friction Clinically proven to be safe, gentle and mild Allergy and dermatologist -tested Clean, classic scent

JOHNSON S NATURAL Bab Lotion


Combines 99% naturally derived ingredients and over 100 years of trusted baby care knowledge to gently moisturize delicate skin to pure baby softness. Simply made with our ALLE F EE fragrance to meet our BEST FO BAB NATU ALS Standard, JOHNSON'S NATU AL Baby Lotion moisturizes for 24 hours, to leave skin feeling soft all day. Clinically proven mild, it's designed gentle enough for newborns. ALWAYS MILD & GENTLE

y y y y y y y Paraben Free Dye Free No Irritating Essential Oils Allergy Tested Dermatologist Tested Hypoallergenic

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JOHNSON S Bab Crea


Moisturizes for a full 24 hours Say goodbye to dry. JOHNSON'S Baby Cream is enriched with a blend of essential emollients to help keep your baby's skin feeling softer, longer. y y y y Clinically proven mild Allergy Tested Rich, creamy formula

Unmistakable baby-fresh scent

JOHNSON S Shea & Cocoa Butter Bab Lotion


Nourishing Moisture This unique lotion combines shea and cocoa butters, ingredients long known to soothe and relieve dry skin, with hydrating emollients, to help maintain skin's natural moisture for 24 hours. Non-greasy and fast absorbing, this creamy lotion nourishes and con ditions baby's skin, leaving it feeling soft and smooth. JOHNSON'S Shea & Cocoa Butter Lotion is allergy-tested, and clinically proven mild, so it can be used on all skin types. Use every day for baby soft skin.

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JOHNSON S Vanilla Oatmeal Bab Lotion


Comforting Closeness This unique lotion combines oatmeal, an ingredient long known for its moisturizing and skin-soothing properties, with gentle emollients and the comforting essence of vanilla. Non-greasy and fast absorbing, it moisturizes for 24 hours and helps maintain skin's natural moisture. JOHNSON'S Vanilla Oatmeal Baby Lotion is allergy-tested and clinically proven mild, so it can be used on all skin types. Use everyday for baby soft skin.

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JOHNSON S Hone Apple Bab Lotion


Combines honey and apple, ingredients long known for their sweet smell and nourishing benefits, with gentle emollients to help maintain skin's natural moisture for 24 hours. Our fast-absorbing CLINICALLY PROVEN MILDNESS formula lotion is allergy-tested, so it can be used on all skin types.

JOHNSON S Bab Lotion with Aloe Vera & Vitamin E


This unique lotion is enriched with natural aloe vera, an ingredient known for its soothing qualities, and vitamin E, a natural skin conditioner. Use this gentle lotion anytime to nourish your baby's dry skin. y y y Absorbs quickly Clinically proven to be gentle and mild

Allergy and dermatologist-tested

JOHNSON S Bab Oil with Shea & Cocoa Butter


We love babies. And we understand how to soothe and moisturize baby soft skin to help protect it from dryness. That s why our pure mineral oil, enriched with Shea and Cocoa Butter, locks in up to 10 times more moisture on wet skin than an ordinary lotion can on dry skin.

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JOHNSON S Bab Oil with Aloe Vera & Vitamin E


Enriched with skin soothing aloe vera and vitamin E This unique oil is enriched with natural aloe vera - known for its skin-soothing qualities - and vitamin E, a natural skin conditioner. It forms a silky barrier to prevent excess moisture loss and help protect against dryness.

JOHNSON S Bab Oil Gel with Shea & Coco Butter Aloe Vera & Vitamin E, and Lavender
Specially formulated for lasting protection This concentrated gel form provides extra moisturization to help nourish and protect your skin from dryness. JOHNSON'S Baby Oil Gel locks in up to 10 times more moisture on wet skin than an ordinary lotion can on dry skin.

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4.5 Direct Competitors

4.5.1 Pureen
The story began more than 35 years ago when a young Southeast Asian pharmacist founded Pureen. His vision for Pureen was as clear then as it is today: Thinking About Baby and You. Pureen continue to develop a family of products of the highest quality, made with the safest ingredients, produced under the safest standards.

Over the years, Pureen have grown from their Pureen Baby product line to a full range of products designed to ease and comfort Baby, Mom and Family. Their mission remains constant: Thinking About Baby and You.

Thinking About Baby and You, we will continue to develop customized products of the highest quality, designed to meet their customers unique needs.

Their products will always be represented by professionals who are passionate about wellness, and will always be available in stores that share their commitment to customers and family.

4.5.2 Products
Baby Wear & Soft Accessories Baby Diapers Nursing & Feeding AccessoriesBaby Toiletries Kids Toiletries Family Toiletries Oral Care Nasal Care Baby Wipes Detergents Napkins & Related Products Nutritionals Feminine Care Disposable Underwears

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History: Established in 1973, Anakku is today the largest public listed company of baby clothes and babycare products in Malaysia, recognised as being the most experienced and innovative manufacturer in its field. "Anakku" or "My Child" a name so simple yet so meaningful and universal. That is the appeal of the Anakku name which has gained worldwide acceptance for baby products of premium quality, safety and reliability. Among the countries in the world where Anakku is a registered trademark include Malaysia, Singapore, Australia, Britain, Brunei, China, Hong Kong, Ireland, New Zealand, Philippines, Saudi Arabia, Taiwan and Vietnam. Anakku, the complete babycare brand built on a strong, solid foundation of premium quality which babies will love around the world. Product and Services: As a total babycare specialist, Anakku also offers services beyond manufacturing. Services like marketing expertise and international networking; designing and craftsmanship by a team of internationally trained designers that can cater to the taste and preference of different markets. Total Baby Products Specialist; offering a complete range of apparel, toiletries, disposable diapers, feeding equipment, toys, baby accessories and gift sets. In addition to the Anakku house brand, a variety of international and well-established names are represented and distributed by Anakku. These include the world-renowned Disney Babies, Sesame Street, Looney Tunes and Pur from the United States; Tommee Tippee from the United Kingdom ; Smiley Babies from France and Tommy & Oscar from Italy

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Cultures and Values: Every product that carries the Anakku name is a labour of love - from selection of premium quality materials to the finest craftsmanship right down to packaging and delivery. At every process, stringent quality control ensures that every product that reaches you is an expression of love, comfort and safety. Which is why at Anakku, our philosophy is to continually add value to an increasing variety of babycare products with safety and innovative features. Because after all we believe there is no value greater to a baby than the value of a parent's love....with Anakku.

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4.6 Indirect Competitor


4 6 1 Lifebuoy

The desire to be clean, active and healthy is intrinsic to every one irrespective of age or economic status. Lifebuoy understands this need and champions the cause for hygiene and health around the world. An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realize this vision, Lifebuoy has looked to consistently innovate and provide accessible hygiene and health products to a wide variety of consumers. This vision also commits the Lifebuoy brand team to visible action, inspiring projects that motivate consumers to improve their hygiene behavior.

In 1894, William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap.

4 6 2 Products
Bar Soap Hand Wash Body wash Hand Sanitizer Men s Range Clear Skin

   

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4.6.3 Yu Yee Oil (Herbal Medicated Baby Oil)


Yu Yee Oil is a herbal medicated ointment with sweet peppermint smell. It is use traditionally to relief winds and bloated problem in babies. Chinese mothers have been using it for centuries and it has been time-proven to be an effective treatment for gassy babies. Colic is believed by many to be caused by problems with the baby s immature digestive system causing painful abdominal trapped gas. By using Yu Yee Oil you will be effectively relieving colic and soothing baby. It also helps to reduce mild muscle and joint aches and pain of all ages.

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4.7 SWOT Analysis


STRENGTH
y

WEAKNESS
y

Dominant market player: Worldwide sales have grown 14 indicating a strong position for the global group. High Market share and Strong brand: Huge Market share and strong branding in the area of producing healthcare and consumer products. Research & Development (R&D) to suit different target groups: Working with intensive scientific notions Johnson and Johnson utilize a varied expanse of problem solving techniques in order to challenge the standard practice and capitalize on growth through emerging markets which enables associated growth.

Decentralized organizational structure that can make control difficult and even cannibalization of products from other departments: Due to the numerous departments and sub units used by Johnson and Johnson, the organizational structure appears more decentralized, hence making it very difficult to control and minimize the possible cannibalization of products from different departments.

OPPORTUNITIES
y

Consumers attach more & more importance to quality & local/global brands: As the years goes by, consumers become more aware of brands and demand more value for their money. With Johnson and Johnson global as brand, it could be safely forecast that future sales for Johnson and Johnson will be good. Target groups with growth potential: The introduction of new target segment which is men proves Johnson and Johnson the opportunity to target and deliver to a wider range of consumers.

THREATS
y

Strong Competitors either from within or outside the health care industry: Technological developments with health care concepts can easily be copied. This can greatly affects Johnson and Johnson s ability to have a sustainable competitive advantage. Threats from the downturn in the global economy: Most of Johnson and Johnson products are luxuries that could be hurt by an economic downturn.

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Chapter 5: The Supporting Organization


Ministry of Women, Family and Community Development (KPWKM)

5.1 History
The establishment of the Ministry of Women, Family and Community Development (KPWKM) is a manifestation of the country's aspirations, pursuant to the Fourth World Conference on Women, which was held in Beijing in 1995, and has been implemented in accordance to the document entitled "Platform for Action For The Development of Women towards the Year 2000", i.e.: "Establishment of a full-fledged ministry that demonstrates the government's commitment to raise the status of women in this country" It was first named as the Ministry of Women Affairs and its establishment was announced by YAB the Prime Minister on 17 January 2001. The role and functions of the Ministry were then enlarged and expanded and the ministry was subsequently re-named as the Ministry of Women and Family Development (KPWK) on 15 February 2001. As a result, the Department of Women Affairs (HAWA) and the National Population and Family Development Board (LPPKN) were placed under the jurisdiction of this Ministry. The role and function of HAWA was subsequently reviewed and restructured and it is now known as the Department for

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Women Development (JPW). After the 11th General Election in March 2004, the roles and responsibilities of KPWK were further broadened. On 27 March 2004, the Ministry of National Unity and Social Development was dissolved and some of their functions were subsequently subsumed into KPWK. In line with the restructuring, KPWK was further re-named as the Ministry of Women, Family and Community Development (KPWKM).

With the latest reorganization, the Ministry of Women, Family and Community Development now oversees four (4) agencies under its direct jurisdiction i.e.:
y y y y

Department for Women Development (JPW) Social Welfare Department of Malaysia (JKMM) National Population and Family Development Board (LPPKN) Social Institute of Malaysia (ISM)

The NAM Institute for the Empowerment of Women or NIEW was officially established on the 1st of July 2006 and falls under the purview of MWFCD after Malaysia had been given the mandate to establish this Institute by NAM Member Countries. KPWKM is led by Y.B. Dato' Seri Shahrizat Abdul Jalil (2001 - Februari 2008) as the Minister, entrusted with the responsibility to promote and raise public perception on the importance of the role of women and family institution in contributing towards the developmental agenda of the nation. The Ministry is also responsible for the creation and promotion of community and social awareness programmes as well as the progression of the nation's social development objectives aspects especially those relating to social welfare, in line with the "Caring and Developed Society", emphasized in the nation's Wawasan 2020 (Vision 2020). At the moment, KPWKM under the helm of Y.B. Senator Dato' Sri Shahrizat Abdul Jalil and Y.B. Senator Puan Heng Seai Kie appointed as Deputy Minister.

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5.2 Visions, Mission and Objectives


5.2.1 Vision
Forefront to achieve gender equality, family and community development as a caring and prosperous basis of a fairly developed country.

5.2.2 Mission
Integrate the perspectives of women and society into the mainstream of national development and strengthen the family institution towards improving social welfare.

5.2.3 Goal
Develop a prosperous society through the sharing of responsibility of the strategic development and delivery of social services efficiently and effectively.

5.2.4 Objectives
y

To increase the participation and active role of women, families and communities as contributors and beneficiaries of development countries.

Importance of preserving the rights of women, families and communities fairly and impartially without discrimination element.

Extending equal opportunities to women and society in social, economic and political.

y y

Strengthen the family institution. To ensure the delivery and support systems that efficiently and effectively

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5.2.5 Strategies
1. Ensure a gender perspective, family and community groups are integrated in policy formulation and planning and program implementation. 2. Strengthening the implementation of family values in society by working closely with government agencies, private and non-governmental organizations. 3. Auditing rules and existing rules and propose new legislation to ensure the survival, protection and advancement of women, families and communities. 4. Conducting research and development programs in the areas of gender, population, family and community development to promote innovative approaches in planning and program development. 5. Develop and strengthen the social database for comprehensive and integrated planning, monitoring and evaluation of programs for the target group. 6. Enhance the skills and knowledge and empower target groups to enable their effective participation in national development. 7. Increase and diversify opportunities for target groups to improve the socio-economic development programs through the kerjsama implementing agencies. 8. To strengthen the network of national and international levels in order to share information, experiences and expertise. 9. Establish a monitoring and evaluation mechanisms to improve policy and program implementation. 10. Expanding access to information and communication technology (ICT) on women, families and communities. 11. Consolidate and strengthen service delivery at all levels through the financial and human resource management and optimum technology processional.

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12.To disseminate information on facilities and services available in the various agencies and organizations to help women, families and communities obtain the services required.

5.3 Services
Refuge

KPWKM provides a home to battered women and their children. The refuge is also a center for KPWKM s activities relating to family and women.

Telephone counseling

Telephone counseling is available to deal with women s problems, crisis situations and to provide basic legal information.

Face-To-Face Counseling

Qualified social workers offer counseling sessions to women who are in need of counseling and not necessarily seeking for shelter. Appointments are required for this service with the social workers.

Child Care Centre

A centre that provides shelter for children who had decided to live independently. They will be given home, proper education at local schools and a support system to meet their physical mental and emotional needs.

5.4 Brand image & Implication


KPWKM is a ministry of women, family & community development that consistently organize campaigns to bring forth a society that that upholds the principle of substantive

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equality, to promote and create respect, protection and fulfillment of equal rights for women.

5.5 Distinctive Features


KPWKM does not only organize awareness campaigns but they also provide shelters and services that empower them mentally and physically.

5.6 Unique Selling Proposition (USP)


KPWKM services offer emotional and social support to women, resident or otherwise and offer after-care, which enable, motivate as well as to inspire them to move on and determine their own future.

5.7 Positioning Statement


KPWKM is a ministry that gives awareness to the public to enhance the level of respect for women, to provide mental and physical protection as well as fulfillment of equal rights for women and to achieve the goal to eliminate discrimination against women.

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5.8 Campaigns & Activities


Kami Prihatin Campaign

MWFCD joins 'Kami Prihatin' campaign MWFCD has officially joined the 'Kami Prihatin' campaign which aims to raise awareness among the community on child abuse and abandoned babies on 23 March 2010. At the same time, YBM also hopes that this campaign will promote the Child Protection Policy contained in the Child Act 2001 in premises such as schools because the policy is comprehensive in all aspects related to children. Astro Awani will broadcast a documentary that can raise awareness of the community more effectively along with a few programs that will be designed to help this campaign through Astro Astro Awani and other Astro networks. In addition to that, MWFCD will also be publishing community awareness advertisements in the Utusan Malaysia papers.

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Special Program for Single Mothers The well-being of single mothers had always been the principal concern of the MWFCD. Among the activities implemented were: O Four series of Empowering Single Mothers Workshops were conducted and attended by 300 single mothers. Wise Women, Happy Family Programme was conducted in Penang, Perlis, Perak, Kedah, Kelantan and Terengganu and had attracted some 500 participants; and Launching of Nur Skills Programme To Generate Income for Women and Single Mothers (KeMP) was attended by 500 participants.

These programmes had helped to increase the economic capabilities of single mothers that enabled them to be independent as well as capable to provide for their families.

Mayang (Caring Society)

The Social Welfare and Development Council (SWDC) endeavours to integrate all parties at the grassroots level, particularly the local community, to tackle social and welfare issues. The establishment of the SWDC will augment the network of the sectors that are responsible for social work including the government, NGOs, corporate sector and individuals in line with the concept of Welfare, a Joint Responsibility . Through the SWDC, all activities

and programmes at the grassroots level can be activated in an integrated manner so as to tackle social and welfare issues and create a caring society (MAYANG).With the establishment of the SWDC, it is hoped that social problems like child abuse, domestic violence, and deviant behaviour among youths can be identified and preventive, intervention, social, rehabilitation and development programmes can be implemented. The main function of the SWDC is to give advice to State Social Welfare Departments and District Social Welfare Offices as well as expertise to parliamentary constituencies about welfare and community development and preventive, early intervention and rehabilitation programmes.

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KAFE@TEEN

It is a one stop reference centre on reproductive health of teenagers. It was launched in November 2005.

KAFE@TEEN was introduced with the objective of handling issues relating to the reproductive health of teenagers through such services as information on health of teenagers, counseling, medical treatment for youth problem and education on pe rsonal development of teenagers.

Apart from this, the programme was also jointly conducted with schools in the vicinity of KAFE@TEEN at the NPFDB Headquarters by organising visits by students to the centre. The visits were designed to give them exposure to matters relating to reproductive health of teenagers.

As at end 2007, three KAFE@TEEN were established namely at the NPFDB Headquarters in Kuala Lumpur, in Butterworth, Penang and in the Federal Territory Branch of NPFDB in Kuala Lumpur. Some 13,000 teenagers had registered as friends of KAFE@TEEN.

The creation of these centers had helped to heighten awareness of reproductive health of teenagers and had prevented this target group from being involved in negative sexual and reproductive behaviors.

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5.9 Stakeholders
MINISTER OFFICE Minister Y.B. Senator Dato Sri Shahrizat Abdul Jalil Political Secretary Y.B. Dato Suhaimi Ibrahim Senior Private Secretary Y.B. Dato Ab. Ghani Salleh Private Secretary Y.B. Dato Roziyah Md Yusoff Press Secretary Mr. Eikmar Rizal Mohd Ripin Special Function Officer Ms. Suriani Kempe Administrative Assistant (Secretarial) Ms. Juliyana Johari Administrative Assistant (Secretarial) Ms. Nur Akmal Mohd Dahalan Administrative Assistant (Clerical/Operations) Ms. Siti Rodzor Ahmad Lance Corporal/Constable Mr. Bahari Atan General Office Assistant Mr. Mohd Firdaus Ishak

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POLICY DIVISION (WOMEN, FAMILY AND COMMUNITY DEVELOPMENT) 1) Planning and Research Unit Principle Assistant Secretary Ms. Lim Mei Ying Assistant Secretary Ms. Nor Azalina Mohd Ariffin Assistant Secretary Ms. Nurulhuda Ismail Assistant Secretary Ms. Umi Fadhilah Hamzah Assistant Statistics Officer Ms. Hasnah Abd. Manaf Statistics Assistant Ms Fazida Othman Administrative Assistant (Clerical/Operations) Ms. Asmah Din 2) Women Development Unit Principle Assistant Secretary Ms. Juliana Hii Li Li Assistant Secretary Mr. Pathmanathan a/l Rajoo Assistant Secretary Mr. Wan Mazlan Wan Mat Assistant Secretary Miss Kartini a/p Thanimalai Administrative Assistant (Clerical/Operations) Mr. Bagddarren Anak Ludin 3) Family Development Unit Assistant Secretary Mr. Mohd Ikmal Hisyam Mohd Fuead Head Administrative Assistant (Clerical/Operations) Mr. Abd Aziz Hj. Man

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Administrative Assistant (Clerical/Operations) Ms. Suzakatina Aziz

General Office Assistant Mr. Roszaimi Othman

POLICY BRANCH (COMMUNITY DEVELOPMENT) 1) Planning and Research Unit Principle Assistant Secretary Ms. Kamariyah Mokhtar Assistant Secretary Mr. Mohd Fahmi Mohd Latib Assistant Secretary Ms. Rosmiati Ahmad Assistant Secretary Mr. Mohamed Helmi Deris @ Abdullah Assistant Secretary Ms. Norsuraya Pinjaman Administrative Assistant (Clerical/Operations) Ms. Nor Hazalina Ahmad Nordin 2) Community Development Unit Principle Assistant Secretary Mr. Raja Saifuddin Raja Azman Assistant Secretary Mr. Radzial Alwi Mohamad Assistant Secretary Mr. Adi Aiman Kamaruddin Assistant Secretary Ms. Liyana Suhimi Assistant Secretary Ms. Hemalatha a/p Ramachristnan Administrative Assistant (Clerical/Operations) Mr. Khalid Abu Kasim Ms. Siti Zuraida Abd Manap

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Chapter 6: Survey

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Survey Analysis This survey was conducted between the ages of 18 to 25 years old. The highest statistic of age is the range of 20 to 23 years old and 63.3 of the surveyors are female. 73.3 of them are students and are aware of the growing problem of baby dumping in Malaysia, which is 93.3 . Based on the survey, 46.7 of them suggested that we should give sex education in schools as precaution towards baby dumping issue. Where as 36.7 of them suggested that we should organize a campaign to prevent or to stop baby dumping cases. Statistics shows that 56.7 of them agreed upon promoting campaigns through TV commercials, promos, Radio ads and etc as the best method for baby dumping prevention. 100 of the surveyors will fully support campaigns sponsored by Johnson s Baby.

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REFERENCES
http://202.187.17.12/~kpwkm/CMS/umum/pdf_penerbitan/20080521_09120 2_12535_Pencapaian04-07_eng.pdf http://202.187.17.12/~kpwkm/CMS/umum/pdf_penerbitan/report2008.pdf http://www.themalaysianinsider.com/malaysia/article/517-baby-dumping-casessince-2005/ http://english.peopledaily.com.cn/90001/90777/90851/7139796.html http://www.utusan.com.my/utusan/info.asp?y=2010&dt=0407&pub=Utusan_Malay sia&sec=Terkini&pg=bt_19.htm http://baby-dumping.blogspot.com/2011_03_ 01_archive.html

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