EXERCISE 1: MARKET RESEARCH (Lee Ke Ying_0138476)

 

Market Research of Malaysian National Animal Welfare Foundation (MNAWF)

1. What inspired the founding of MNAWF?

The Malaysian National Animal Welfare Foundation (MNAWF) was conceived in the 1970s by Datuk Dr. S. Sivagurunathan, a young veterinarian with a passion to promote responsible pet ownership and animal welfare (MNAWF, n.d.-a). In the 1980s, Tan Sri Dato' Dr. Ahmad Mustaffa Babjee, then Director General of the Department of Veterinary Services (DVS), brought national attention to the human-animal bond and ethical treatment of animals (MNAWF, n.d.-a). As concern and public sympathy increased, MNAWF was officially registered on 15 November 1997, adopting the motto "Love All Life" to represent the vision of a more compassionate Malaysian society (MNAWF, n.d.-a).

2. Who were the key figures behind MNAWF’s formation and growth?

There were some notable persons who helped found MNAWF. Datuk Dr. S. Sivagurunathan was responsible for its inception and was also President of the Veterinary Association of Malaysia (VAM) (VAM, n.d.). He was helped in his cause by Tan Sri Dato' Dr. Ahmad Mustaffa Babjee, who used his leadership role in DVS to promote animal welfare in a national agenda (DVS, 2019). Dato' Dr. Anwar Hassan subsequently continued the movement with outreach activities to the community and charity drives (MNAWF, n.d.-a). In 1998, Dato' Dr. Mohd Nordin b. Another previous Director General of DVS, Mohd Nor, was elected as the first Chairman of MNAWF (MNAWF, n.d.-a).

3. What role does MNAWF play in the community?

MNAWF leads the way in promoting improved public image of animal welfare in Malaysia. Through its Animal Care Education (ACE) program, it informs schoolchildren and students in schools and institutions of higher learning about good pet care (MNAWF, n.d.-b). MNAWF also has Animal Assisted Activities (AAA) and Animal Assisted Therapy (AAT) in orphanages, disabled homes, and hospitals to improve mental well-being and promote human-animal interaction (IAHAIO, n.d.; MNAWF, n.d.-c). Community-based programs include spay/neuter initiatives, pet care webinars, and dog obedience training under the Canine SportzClub (MNAWF, n.d.-d). MNAWF assists shelters in disaster circumstances by organizing disaster relief donations and emergency pet care assistance (MNAWF, n.d.-a). As the Malaysian affiliate of the International Association of Human-Animal Interaction Organizations (IAHAIO), MNAWF participates in global discussion on animal welfare (IAHAIO, n.d.).

4. Who does MNAWF aim to educate or influence?

MNAWF applies a multi-tiered outreach methodology. Its ACE programme aims at primary, tertiary, and secondary level students and works in association with institutions like University Putra Malaysia (UPM) and HELP University (HELP University, 2022; MNAWF, n.d.-b). It targets pet owners through public dog training sessions, pet ownership workshops, and online learning material (MNAWF, n.d.-d). The community at large is targeted through social media marketing and events. MNAWF also works with the Department of Veterinary Services (DVS) in helping advance national-level policy making on animal welfare and law (DVS, 2019). This extensive coverage extends to grassroots and institutional societies to inform and involve them.

5. How has MNAWF evolved to meet the changing needs of its target community?

Since its official inception in 1997, MNAWF has evolved a sustained response to Malaysia's changing attitudes towards animals. What began as a modest effort to promote pet responsibility has grown into a multi-faceted national movement. In the early 2000s, recognizing the need to start with young minds, MNAWF introduced the Animal Care Education (ACE) program, which has reached primary to tertiary level students through formal learning modules and partnerships with schools and universities like HELP University and University Putra Malaysia (MNAWF, n.d.-a; HELP University, 2022).As urban pet ownership increased, MNAWF saw the need for public training facilities and responded by introducing the Canine SportzClub in 2009. This program excels in dog obedience, behavior management, and social bonding between dogs and owners in the community (MNAWF, n.d.-c). In addition to physical events, MNAWF expanded its reach into animal-assisted therapy (AAT) and animal-assisted activities (AAA), catering particularly to old age homes, hospitals, and special needs centers (MNAWF, n.d.-d; IAHAIO, n.d.). The Foundation also caught the digital transformation wave. During the pandemic and thereafter, MNAWF adapted by offering webinars online, social media campaigns, and online donation platforms, maintaining its visibility and operations in both the physical and digital spaces (MNAWF, n.d.-a). It also continues to collaborate very closely with national departments like the Department of Veterinary Services (DVS) so that its programmes complement grassroots-level interventions as well as government-level policy (DVS, 2019).

6. What significant obstacles has MNAWF overcome in its journey, and how did it overcome them?

One of MNAWF’s earliest challenges was confronting the deeply ingrained mindset that animals are primarily for utility—guarding homes, controlling pests, or status—rather than beings deserving empathy (MNAWF, n.d.-a). To shift this perception, MNAWF initiated long-term awareness campaigns, often beginning in schools. Through ACE, public talks, and pet-focused events, the Foundation slowly fostered a culture of responsible ownership and animal empathy (HELP University, 2022; MNAWF, n.d.-b).Another major hurdle was funding. As a non-profit organization, MNAWF initially struggled to maintain programs consistently. Over time, it overcame this by diversifying its funding sources—applying for local and international grants, organizing community fundraisers, selling branded merchandise, and building collaborative partnerships with universities and veterinary groups (MNAWF, n.d.-a; IAHAIO, n.d.).

7. How has public perception of animal welfare changed since MNAWF started, and how has the team adapted its approach in response?

Public understanding of animal welfare in Malaysia has made significant progress since the 1990s. In earlier decades, pet abandonment and cruelty were common and largely unaddressed in public discourse. Today, there's growing empathy and accountability, much of which can be attributed to MNAWF’s efforts in awareness education, social media engagement, and institutional partnerships (MNAWF, n.d.-a; DVS, 2019).The ACE programme continues to play a critical role in shaping how children and teens view animals, while the Canine SportzClub and community outreach events make these values more tangible for adults (MNAWF, n.d.-b; MNAWF, n.d.-c). MNAWF also keeps up with public sentiment—introducing topics like mental health benefits of animal companionship, promoting spay/neuter practices, and supporting the advocacy of microchipping and pet licensing (DVS, 2019).

8. Which specific Sustainable Development Goals (SDGs) does the NGO align with, and how are they integrated into daily operations?

MNAWF is working towards several United Nations Sustainable Development Goals (SDGs), including:
•SDG 3: Good Health and Well-being – Through animal-assisted therapy (AAT) and animal-assisted activities (AAA), MNAWF promotes mental and emotional health among vulnerable populations like the elderly, disabled, and children (MNAWF, n.d.-d; IAHAIO, n.d.).
• SDG 4: Quality Education – The ACE program indirectly contributes to quality education through the education of empathy, animal welfare, and civic responsibility in schools and academe (MNAWF, n.d.-b).
•SDG 15: Life on Land – MNAWF is contributing to biodiversity and sustainable ecosystems by advocating awareness of stray populations, supporting spay/neuter campaigns, and encouraging ethical pet ownership (MNAWF, n.d.-a; DVS, 2019).

9. What is MNAWF’s mission and vision, and how have they evolved over time?

The vision of MNAWF is a caring Malaysian society brought about by education, awareness, and a balanced approach to animal welfare, and its mission is a society in which humans and animals coexist harmoniously (MNAWF, n.d.-a). When it was founded in 1997, the emphasis was primarily on raising general awareness. The mission evolved over time to include formal education, dog training, animal-assisted therapy, and policy work, suggesting a more strategic and sustainable agenda (MNAWF, n.d.-b; MNAWF, n.d.-d). The emphasis has shifted towards youth empowerment, collaborative outreach, and long-term social change, all of which align with international trends such as the SDGs and modern mental health promotion.

10. How does MNAWF ensure that staff, volunteers, and partners are aligned with its mission and vision?

Internal alignment is ensured by MNAWF through training, briefings, and values-based partnerships on a continuous basis. New volunteers and staff are aligned to the original values of animal kindness and social obligation through orientation programs and events like World Animal Day and Canine SportzClub workshops (MNAWF, n.d.-c). Educational partners such as UPM and HELP University also co-organize awareness campaigns that propel shared goals and consistent messaging (HELP University, 2022). Volunteers are not just assistants, but ambassadors of the mission, instructed to live the values of respect, responsibility, and compassion for all living beings.

11. Why does MNAWF believe awareness and education are more effective in the long term compared to only rescuing or sheltering animals?

While rescue and shelter work are crucial, they are remedial measures, says MNAWF. Education is preventive and revolutionary. The majority of welfare issues—abandonment, cruelty, and neglect—are caused by ignorance and misinformation (MNAWF, n.d.-a). By way of campaigns, school visits, and the ACE program, MNAWF aims to shape a new generation to see animals as living, breathing creatures, not commodities (MNAWF, n.d.-b). This approach reduces the number of animals to be rescued in the first place and establishes a culture of society where shelters are only an option of last resort, not a default.

12. What are MNAWF’s current greatest strengths, and how do they leverage them to create impact?

MNAWF's biggest assets are its credibility, diverse programs offerings, and robust institutional partnerships. Backed by the Department of Veterinary Services and supported by prominent figures like Datuk Dr. S. Sivagurunathan and Dato' Dr. Mohd Nordin, the Foundation has earned enormous confidence in the field of animal welfare in Malaysia (MNAWF, n.d.-a). Its program portfolio—Animal Care Education (ACE) project, Canine SportzClub, Animal-Assisted Therapy (AAT), and spay/neuter campaigns—perfectly demonstrates its ability to address animal welfare through a multi-pronged approach (MNAWF, n.d.-b; MNAWF, n.d.-c).
MNAWF's longstanding collaborations with institutions like UPM, HELP University, DVS, and international agencies like IAHAIO expand its reach and attract experts, volunteers, and resources within proximity (HELP University, 2022; IAHAIO, n.d.). Its online platforms contribute to its influence as well—webinars, guides on behavior, and donation platforms allow the organization to engage modern-day audiences and increase accessibility to education (MNAWF, n.d.-d).

13. What internal limitations or weaknesses has MNAWF identified, and how are they being addressed?

Like most NGOs, MNAWF is vulnerable to funding limitations and volunteer burnout, both of which affect program delivery consistency (The Sun Daily, 2022). Funding relies primarily on grants and public donations, which can be erratic—especially during periods of economic downturn (Open Privilege, 2022). Legal ambiguity, such as state-federal overlap and weak enforcement of the Animal Welfare Act, also stymies outreach and policy impact (Stray Animals Charity Org, n.d.). To mitigate against these threats, MNAWF has diversified its funding base by merchandise sales, grant writing, and collaborations with universities (MNAWF, n.d.-a). Volunteer burnout is addressed through a stratified engagement framework and role rotation to facilitate task matching to interest and capacity (MNAWF, n.d.-e). The Foundation also maintains strong connections with DVS in order to negotiate policy gaps and improve legal outcomes.

14. What external opportunities do they see for expanding MNAWF’s reach or influence in the next few years?

There are several promising opportunities for MNAWF going forward. Two are growing debate on mandatory pet identification and managed pet keeping in high-rise residences, to which MNAWF can lend advice and policy expertise (FlipHTML5, 2022). Formal partnerships with veterinary groups like MAVMA and MSAVA open up possibilities for joint public education and outreach efforts (The stars, 2022). Growing online activity offers another avenue. MNAWF is already employing the use of webinars and social media campaigns to reach wider, younger audiences nationwide (MNAWF, n.d.-d). Finally, Malaysia's inclusion of animal welfare within national planning and international standards like the OIE and SDGs provides a good platform for MNAWF to act as a consultative and advocacy leader (Fondation Droit Animal, n.d.).

15. What are the major threats or risks facing MNAWF today, and how are they managed?

MNAWF's biggest threat is unstable financial funding, among numerous Malaysian animal welfare organizations, that are largely dependent on sponsorships and donations (Reddit, 2022). The problem of insecurity of shelter land also exists, whereby most NGOs have short-term leases, thus exposing them to eviction (The Sun Daily, 2022). Ineffective enforcement of law and stray culling under council powers continue to be threats to long-term welfare interventions (Stray Animals Charity Org, n.d.). MNAWF counters these risks by diversifying the revenues, improving legal alliances with DVS, and enhancing public awareness via education campaigns (MNAWF, n.d.-a). Webinars, policy discussions, and school programs are used for altering public opinion and building momentum toward improved legal protection.

16. What is the most recent campaign that MNAWF has organized?

The most recent major campaign was World Animal Day 2024, held on 15 November 2024. This event was jointly hosted by MNAWF and the Faculty of Agriculture at University Putra Malaysia (UPM). It featured a lineup of expert-led talks, including:

• “Compassion: The Last Great Hope” by Dr. Amilan Sivagurunathan, Deputy Chairman of MNAWF.
• A seminar on caring for injured stray animals and urban wildlife delivered by Dr. Reuben Sharma from UPM Veterinary Faculty.
• A session on environmental perception in animals, presented by Dr. Sumita Sugnaseelan (MNAWF Exco Member) youtube.com+10mnawf.org.my+10mnawf.org.my+10.

The event concluded with the presentation of the MNAWF Academic Excellence Award in Animal Welfare, showcasing the foundation’s commitment to nurturing future animal-welfare leaders.

17. What is the most impactful Campaign?

("Giving Pets More Paw-tection," 2022)
The "Giving Pets More Paw-tection" campaign launched in mid-2022 sought to promote the mandatory identification of pets (e.g., microchipping) and recognition of pet ownership in high-rise buildings. MNAWF lobbied councils, fought for new pet parks, and called for animal welfare education within school curriculums (MNAWF, 2022).The campaign resulted in DVS tightening up pet identification laws in the 2021–2030 National Animal Welfare Strategic Plan, a shift toward more responsible pet ownership in Malaysia (The Star, 2022).It generated widespread media coverage, drove public debate on Reddit, and prompted local authorities to create pet exercise spaces—all in testimony to a real policy change and change in social norms (MNAWF, 2022; The Star, 2022).

18. How does MNAWF collaborate with schools or universities to involve youth in animal welfare advocacy?

MNAWF sees young people's involvement as a long-term investment in the construction of a more compassionate society. The Animal Care Education (ACE) program, with schools, enables the organization to spread interactive and age-relevant lessons about topics like responsible pet ownership, animal rights, and biodiversity (MNAWF, n.d.-a). Education at a young age serves to plant the seeds of compassion and moral thinking in students. At the university level, MNAWF works in close partnership with institutions such as UPM and HELP University to co-host life-changing events such as World Animal Day, which involve guest lectures, student events, and recognition awards focusing on academic commitment to animal welfare (MNAWF, n.d.-b). These partnerships extend beyond the lecture hall—students are often invited to participate on event planning committees, volunteer at therapy sessions, or work on campaigns. Companies like the Canine SportzClub also offer experiential learning activities that advance students' understanding of animal welfare and animal behavior (MNAWF, n.d.-c). MNAWF, in this way, helps young people be not just learners, but rather active humanitarians when it comes to animals' welfare and rights.

19. What is MNAWF’s long-term vision for animal welfare in Malaysia — in 5, 10, or 20 years?

MNAWF’s long-term vision is to achieve a Malaysian society where public policy, education, and community life are all maximally inclusive of animal welfare. By 2030, it hopes to have responsible pet ownership as the standard enshrined in the law by bills such as mandatory microchipping and pet-friendly housing legislation supported by programs like "Giving Pets More Paw-tection" (MNAWF, n.d.-a; Asia News Network, 2023). In the coming two decades, MNAWF will integrate animal welfare into school curricula, expand animal-assisted therapy in the healthcare sector, and enhance country-level spay/neuter programmes, all as per Malaysia's National Animal Welfare Strategic Plan 2021–2030 (Department of Veterinary Services Malaysia, 2021).

20. What digital strategies does MNAWF use to fight misinformation or apathy about animal rights and responsibilities in Malaysia?

MNAWF utilizes technology like webinars, social media, and online resources to address misinformation pre-emptively and engage the public with regards to animal welfare. Regular meetings such as "Pet Care 101" and "Why Neuter?" feature specialists dispelling misconceptions and promoting humane care (MNAWF, n.d.-a). Their website has an online library of tested materials, and social media campaigns and newsletters promote awareness, specifically among kids. Under the campaigns of large numbers like that of microchipping, MNAWF is also partnered with news platforms for increased exposure and influencing public behavior (Asia News Network, 2023; Stray Animals Charity Organization, 2023).

21. What makes MNAWF different from other animal-related NGOs in Malaysia?

MNAWF is distinctive due to its semi-governmental nature under the patronage of the Minister of Agriculture, providing it with a formal channel through which to influence national policy and cooperate with ministries, universities, and international bodies (MNAWF, 2023). Unlike the majority of animal NGOs, which only do rescue or shelter work, MNAWF operates with an equilibrated, education-promoted model that combines public campaigning, veterinary affiliations, animal-assisted therapy, and school intervention. Its strategic collaborations—e.g., with HELP University, UPM, and IAHAIO—support it in delivering effective, large-scale projects. Also, MNAWF focuses on prevention and mindset change more than reactive care, making it particularly committed to systemic, sustainable animal welfare enhancement (Voofla, 2022; Hati.my, 2023).

22. How accessible are MNAWF’s programs to communities in rural areas or underprivileged urban zones?

MNAWF actively provides its programs accessible in various communities, rural communities, and marginalized urban communities. Its Flood Relief Food Bank, for instance, brings relief to urban and rural pet owners that have been overwhelmed by calamities, showing a quality of practicing inclusive outreach (MNAWF, 2023a). Its Animal Care Education (ACE) program is disseminated throughout the country, even schools located in rural areas, where certified volunteers educate children on proper pet care (MNAWF, 2023b). Programs like Animal Welfare Week and Canine SportzClub are also extended to community halls and district parks beyond urban boundaries, enabling broader participatory reach (MNAWF, 2023c). Though technical hurdles continue to exist in remote areas, MNAWF's use of school partnerships, mobile distribution, and crisis response makes it more within reach for poorer groups than the majority of NGOs.

23. What values drive MNAWF’s decision-making and program design?

MNAWF's ideology is grounded in five fundamental values: compassion, responsibility, education, working together, and balance. MNAWF promotes compassion through school curricula and public awareness campaigns that instill humane treatment of animals from early childhood (MNAWF, 2023b). Its educational initiative, as embodied by the ACE program, aims to encourage responsible ownership and lasting behavior change. Collaborating with international networks like IAHAIO and veterinary schools as well as councils enables the organization to widen its influence in a productive way (The Agile Institute, 2022). The symmetrical nature of its programmes—like combining visits with canine obedience training—reflects the organizational commitment to the wellness of both humans and animals. Such a value-led strategy ensures that all of its campaigns are framed on sustainable ethics and systemic influences.

24. What internal ethical dilemmas has MNAWF faced in its work, and how were they     resolved?
One of the greatest ethical dilemmas faced by MNAWF is whether to support or reject local councils that adopt inhumane stray control measures, including culling. Rather than distancing itself entirely, MNAWF has embraced an uncompromising yet collaborative advocacy strategy—campaigning for humane, non-lethal alternatives such as the TNVR model (The Star, 2023). The foundation has actively condemned violent methods of control and advocated for more compliance with the Animal Welfare Act, yet continued to work with stakeholders in order to encourage systemic change. This approach shows MNAWF's ability to uphold ethical integrity in the midst of complex partnerships, opting for sustainable legislative and grassroots reform over immediate appeasement.

25. Why has MNAWF chosen to collaborate with schools and universities rather than focusing solely on adult pet owners or policy influencers?

MNAWF collaborates with schools and universities because it believes that it is through education that long-term, positive change in animal welfare starts. Through its Animal Care Education (ACE) program, MNAWF reaches students from preschool to university, teaching empathy and responsible pet ownership at an early age through interactive resources such as stories, role-playing, and shelter visits (MNAWF, 2023a). These youth-oriented programs shape compassionate minds before there are set habits, creating a ripple in lives as these children grow up to become adults who mold families, communities, and future laws. In the university arena, collaborations with institutions like UPM and HELP University broaden the horizon with future veterinarians, educators, and civic leaders involved through high-impact efforts like World Animal Day and therapy-based community outreach (MNAWF, 2023b).

 

Individual Reflection

As a part of my CSR project, I ensured to study the Malaysian National Animal Welfare Foundation (MNAWF) in detail and more especially to get a clearer understanding of the organization's mission, values, activities, and overall impact towards society. This research process was very important to me because I did not want to create a product or campaign blind—instead, I wanted to ensure that whatever I could contribute would actually reflect and enhance the vision of the NGO. It was during this research that I discovered MNAWF to be so much more than just an animal rescue group. They are very dedicated to promoting responsible pet ownership, strengthening education about animal welfare, and building positive, lasting social change through public engagement and policy advocacy. Perhaps the most significant thing that stood out in my mind was the emphasis of MNAWF on education, particularly through their Animal Care Education (ACE) program that targets students from preschool to university. They believe that change begins with the youth, and I was struck by how they consistently collaborate with schools and colleges in an effort to cultivate compassion and empathy towards animals. Their initiatives such as "Giving Pets More Paw-tection" and World Animal Day also indicate how they find a balance between raising awareness and actual action by way of microchipping, pet-friendly legislation, and humane treatment of stray animals. I was especially inspired by the way they use online tactics, such as webinars and social media activity, to fight disinformation and reach more individuals. Being aware of MNAWF's mission, values, target groups, and challenges helped me to develop a booth concept and product that are meaningful and pertinent. I wanted to make sure that our campaign doesn't just raise funds but also raise awareness in a respectful and considerate way. I also caught on to the importance of talking in a way that resonates with animal lovers but also with people who may not yet value the concerns over animal welfare. My research helped me to figure out what kind of visuals, messaging, and engagement would cause people to stop, think, and engage with our campaign and product.

 

References

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Department of Veterinary Services Malaysia. (2021). National animal welfare strategic plan                                2021–2030

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