Engagement to Action: How a PR partnership is saving Klang River

The primary objective is to nurture an ecosystem that combats climate change, preserves biodiversity, and ensures water security. However, the most critical challenge is reconnecting people with the river and fostering collective responsibility for its care and conservation.

When the project began, many organizations and communities were skeptical, seeing the river's pollution as irreversible. The agency recognized this challenge and, with the client’s agreement, adopted a phased, systematic approach to first cleaning and revitalizing the river and surroundings to establish credibility for SMG. Then creating trust for the client through demonstrated tangible impact and genuine commitment in ecosystem restoration. Finally, engaging stakeholders to embrace and support the project, fostering sustained environmental stewardship.

The current phase between 2023 and 2025 emphasizes showcasing successes in reducing river debris, enhancing rehabilitation to improve water quality, educating the public on river pollution and care, and re-nurturing mangroves.

From August 2023 to July 2024, the communications targeted 11 state agencies, four municipalities, federal and state government bodies, NGOs, corporations, media, students, the general public, and five fishing communities along Klang River. The aim was to bring people to the river and mangroves encouraging active participation, reinforcing the message that everyone is responsible for both environmental degradation and restoration.

Brief

From August 2023 to July 2024, the agency tailored messages for various stakeholders created opportunities to showcase biodiversity and educate for awareness and ensured the inclusivity of fishing communities. The agency also engaged corporations to sponsor initiatives, identified potential partners for value generation and conservation efforts and worked with NGOs, advocates, and academia as project champions. The final element was to engage with foundations for funding and grants to further enhance special projects.

Government officials were engaged to highlight river management, governance, waste reduction, water quality improvements, partnerships, and revenue opportunities. 'Friends' of the river were shown ecosystem improvements, participation opportunities such as waste sorting and recycling, and educational initiatives. The agency shared stories, data and progress with the media. The

fishing communities were engaged via boat operators for educational tours, cottage industries, and jetty improvements. Finally, the agency brought in corporate sponsors and foundations by promoting participation, CSR collaboration, branding opportunities, and impact measurement.

The agency worked with the client to develop three flagship programmes that facilitated public interaction with nature. River Education Trips (RETs) were put on with floating rubbish still seen on Klang River, it was important to manage visitors’ expectations on these trips. The visits are promoted as education sessions where participants learn about river cleaning methods using seven log booms, two Interceptors (one sponsored by Coldplay), and monitoring sensors. They gained awareness of the consequences of environmental abuse, and biodiversity was showcased with frequent sightings of wildlife. At the end of each visit, participants were honored as River Stewards and encouraged to responsibly dispose of rubbish and educate their friends and family.

With over 100km of riverbanks, the team invited corporate, NGO, and student groups to join the cleanup sessions. These events educated participants on the river's value and witnessed firsthand the severe pollution, particularly plastics that accumulate along the banks.

There was also mangrove replanting and a photography competition at Mangrove Point.

SMG’s alignment with ESG and impact-based initiatives made it an attractive option for corporations seeking meaningful CSR opportunities leading to sponsorship of river management solutions and awareness programmes, with employees participating in SMG’s three flagship awareness programmes.

Throughout 2023-2024, the agency continued to amplify SMG’s messaging through media sessions and active social media content on Instagram, Facebook and LinkedIn publicizing improvements and engagements within Klang River alongside ongoing awareness on river care.

Results

The campaign generated extensive media coverage and social media engagement, both directly through SMG and third-party content, resulting in widespread recognition and interest from all stakeholders, expanding SMG’s network and multiplying partnerships. the client’s reputation as a credible river management expert was enhanced, leading to increased responsibilities, including the role of Master Developer of ZPE SMG, a significant achievement as Klang River became the first river in Malaysia recognized as an economic corridor and the client was appointed to lead the Klang River flood mitigation project. The client’s reputation grew as a passionate and authentic advocate for improving Klang River’s ecosystem, attracting more NGO collaborators for SMG.

From August 2023 to July 2024, the agency secured 758 pieces of publicity. The ROI from PR activities was 40.46 times the PR fee, with 100% earned coverage and zero advertising spent.

Community engagements and partnerships saw the participation by 2,998 volunteers and visitors from 26 groups, covering 12 corporations. Six local fishermen providing boat services for river trips and local fishing communities catering for all SMG events and starting cottage businesses.

The first banking sponsorship for The Ocean Cleanup’s Interceptor 002 under SMG and the establishment of Malaysia’s 1st river waste sorting facility by Coca-Cola and The Ocean Cleanup.

-First plastic-free wedding at Mangrove Point by a neighbourhood couple

Visiting groups to Klang River have:

-Planted 2,280 mangroves

-Collected 14,911kg of rubbish mainly plastics (equivalent weight of nearly 18,000 iPhone 15s)

Additional successes include:

-67% reduction in waste extracted since starting in 2016

-Water quality at Class III or better 69% of days

-No major flooding in the areas near dredging works

-Global and national sustainability awards for SMG’s positive environmental impact

-Call from Melissa Goh, Channel News Asia for “the success here in Selangor” to “inspire other states and countries in the region to clean up their rivers”

We are changing the way Malaysians look at rivers and transforming their behavior; besides demonstrating that polluted rivers and damaged mangroves can be rejuvenated, its success is everyone’s responsibility.

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