The Road Transport Department (RTD) is joining forces with Monsta Studios Sdn Bhd to deliver road safety messages through animation, creative content and digital platforms in an effort to better engage younger Malaysians.
Transport Minister Anthony Loke Siew Fook said the partnership reflected the need for government agencies to rethink how they communicate with the public as digital platforms increasingly become the main source of information.
He said traditional methods such as billboards, television commercials and newspaper advertisements still had a role to play, but were becoming less effective in reaching audiences who spend more time on smartphones and social media.
“Today, everyone depends on smartphones. The explosion of information we see today revolves around social media and creative digital content.
“If we use our funds to put up big billboards, they still have their place, but they are less effective. Television advertisements are also less effective because not many people watch television anymore,” he said.
Loke said government agencies must understand changing audience habits and create content capable of delivering important messages quickly and effectively.
He noted that people increasingly preferred short-form content, saying videos lasting more than a minute were less likely to hold viewers’ attention, with 20 to 30-second content often being more suitable for current viewing habits.
“This is a trend, not something we necessarily want or like, but it is the trend,” he said at the Transport Ministry’s monthly assembly and National Month launching ceremony here today.
Under the collaboration, RTD will contribute its expertise in road safety and regulations, while Monsta Studios will bring its experience in animation, creative production and digital communications.
Loke said the approach could help road safety messages go beyond simply informing the public by encouraging people to understand, internalise and practise safer behaviour on the road.
He added that the partnership could serve as a catalyst for more cooperation between government agencies and the creative industry, particularly in communicating matters involving public interest.
“The safety messages, or any message from the ministry in terms of communicating with the public, require greater creativity today,” he said.
Loke also described the changing communication landscape as a challenge for both politicians and civil servants, stressing that they needed to understand how Malaysians consume information today.
He said government agencies could no longer depend entirely on traditional communication channels and must continue adapting to current trends to ensure important public messages remain relevant and effective.
