Citrine One Malaysia (COMY), announced it has been appointed as the PR Agency of Record for a project under the Forestry Department of Peninsular Malaysia and the United Nations Development Programme (UNDP).

The Improving Connectivity in the Central Forest Spine (IC CFS) is a collaborative project to conserve biodiversity and improve the ecosystem. This would cover selected ecological corridors in Peninsular Malaysia within targeted states – Pahang, Perak, and Johor.

The appointment starting in June was made following a presentation in early April. COMY presented a strategic and integrated PR approach combining media relations, digital marketing and community partnership to create awareness on the initiative made by the Forestry Department Peninsular Malaysia and UNDP.

Junaidi Asmara
“Resuming the project is a good move by the Forestry Department and UNDP as it could enhance the implementation of the Central Forest Spine Master Plan and be leveraged in gaining more discussions among professionals and environmentalists.

“However, in developing a continuous conversation and increasing awareness among Malaysians, it is time for the Forestry Department to regain the public participation and confidence as this project would involve the surroundings of the community,” said Junaidi Asmara, Managing Partner, Citrine One Group.

The IC CFS project would be a long-term effort in educating and strengthening institutional capacity to pilot sustainable forest management plans with the aim of preserving the continuous flow of multiple ecosystem services.

The project will not only involve forest reserves but several other conservation sites and a research centre. The project is conducted through collaboration with the Forest Research Institute Malaysia (FRIM) and the Department of Wildlife and National Parks (DWNP).

“With COMY’s 20 years of knowledge and local expertise in communications, the agency would provide extensive media relations and strategic communications to reach out to the mass public as well as assisting the Forestry Department in gaining awareness on their conservation effort,” Junaidi said.