PKR is to start intensifying its campaign in anticipation of the next general election being held early, with the distribution of videos and songs in CDs.

orange book forum klscah 250111 rafizi ramli"We know it is difficult to penetrate into the rural areas," PKR director of strategy Rafizi Ramli (left) said at a press conference in Petaling Jaya today.

"Ceramahs are traditionally for party supporters, which is why we need to give the party a new image to attract voters who are on the fence. Videos and music will give us a less political image."

Based on test runs using videos and music conducted at several divisions throughout the country, Rafizi said, the audiences were more receptive to such a strategy.

“From late July to August, we have tried at selected branches to have a video screening during ceramahs. The response was very good. I think we want to change this going into the next election, we want to change how electioneering is done.

"This is to break the media monopoly in the areas where there is no high Internet penetration," he said.

‘We can connect better’

PKR director of communications Nik Nazmi Nik Ahmad said CDs have been distributed to all party divisions, which have been asked to replicate them by the thousands for distribution to the people who will balik kampung for Hari Raya next week.

He added that the new approach would be able to better connect with its target audience, especially those who are turned off by hard political issues.

“One of the video we did was a spoof of the ‘Kekanda Adinda’ song. It’s a popular song and when people listen to it they become curious but if they see people like Anwar Ibrahim or myself they shrug us off as politicians,” Nik Nazmi said.

“In kampungs, people going out together to see wayang is something big, so this will gain some traction with the kampung people and increase our campaign effectiveness,” added Rafizi.

The 14 video discs come equipped with graphics of the Demi Rakyat campaign material that can be printed out and reproduced by the grassroots as well as instructions on how to integrate it into ceramahs.

Among the videos are speeches by top PKR leaders, Bersih 2.0 rally, police abuses as well as political parodies and spoofs.       

Nik Nazmi added that the party has gone to rural villages in several states including Sabah, Sarawak and Pahang to document their hardship and will be making them into videos for a second CD.