The Sponsor

Chapter 4: The Sponsor

4.1 History

Establishment of the Ministry of Women, Family and Community Development (KPWKM) has been announced by the Prime Minister on January 17, 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 Women Development (JPW).

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

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

KPWKM is led by Y.B. Dato' Seri Shahrizat Abdul Jalil (2001 - Present) 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).

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The Sponsor

4.2 Vision, Mission

4.2.1 Vision

To spearhead and attain gender quality, develop harmonious a family institution and a progressive and caring society towards the aspiration of developed nation.

4.2.2 Mission

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

4.3 Objective

· 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.

· Strengthen the family institution.

· To ensure the delivery and support systems that efficiently and effectively.

4.4 Services

Refuge

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

Telephone Counselling

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

Face-To-Face Counselling

Qualified social workers offer counselling sessions to women who may not necessarily seek shelter but want counselling. Appointments with social workers required.

Child Care Centre

A Centre for the children who have decided to live independently. The children are given a home, education at local schools and a support system to meet their physical, mental and emotional needs.

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The Sponsor

4.5 Brand Image & Implications

KPWKM is a ministry that actively organizing most effective campaign that create a society that upholds the principles of substantive equality, promote and create the respect, protection and fulfilment of equal rights for women.

4.6 Distinctive Features

KPWKM is not only provides shelter for women but also one of ministry that empowers them mentally and physically.

4.7 Unique Selling Proposition (USP)

The services that KPWKM provides, offer emotional and social support to women, resident or otherwise, and offer support and after‐care that empowers and enables them to determine their own future.

4.8 Positioning Statement

KPWKM is a ministry that promote and create respect, mental and physically protection also fulfilment of equal rights for women and work towards the elimination of discrimination against women.

4.9 Previous/Current campaign

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4.9.1 Get on Board Campaign

Ministry of Women, Family and Community Development has joined the Get on Board campaign by UNICEF to provide the Malaysian public with the knowledge, insights and resources to stop child abuse. It is aimed to embrace the campaign as their own, and support and promote it in their own unique ways to ensure a safe and protected childhood for every child in Malaysia.

4.9.2 Talian Nur

"Talian Nur" is the hotline link to enable early intervention for victims of domestic violence, child abuse, and natural disasters. It launched by ex-Prime Minister, Datuk Seri Abdullah Ahmad Badawi. It is a one stop call centre set up by the Women, Family and Community Development Ministry. The call centre allowed assistance to all types of social woes victims with greater speed. Public can make complaint, reports or get information on abuse, welfare, counseling and protection related issues to Talian Nur 15999.

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The Sponsor

4.9.3 ‘Kami Prihatin’ Campaign

Ministry of Women, Family and Communit Development has joined the 'Kami Prihatin' campaign which aims to raise awareness among the community on child abuse and abandoned babies on 23 March 2010. 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. They also also be publishing community awareness advertisements in the Utusan Malaysia papers.