Our challenge was to change the perception and behaviour of Malaysians in seeing corruption as solely a political problem and not a social one. Furthermore, corruption in Malaysia is somehow woven into the fabric of society with 39% Malaysians viewed that corruption had increased. We needed an idea that empowered and in turn changed their behaviour in an impactful way in the fight against corruption.

‘Do As Kids Do’, a social experiment showing how children react when asked for bribes was conducted and filmed to demonstrate to the whole nation how to react when prompted for bribes. The PR strategy was implemented utilising various phases from commercial shoot to distribution. With press days, events and exclusives our message was sent loud and clear to the whole nation. Conducted in a private school, school kids were called in one at a time into the teacher’s office on the premise that they were in trouble, to be questioned and finally asked for a bribe with the line famous for inciting bribe “How do you want to settle this?”. Within 48 hours, the kids’ reactions garnered the attention of not only local but also regional media. Our PR strategy successfully secured national media impressions driving Malaysians to take responsibility in combating corruption.

On the basis of the behavioural insight that corruption is not in our nature, but something that we learn, we conducted a social experiment to explore how our nations’ most innocent group of people - children, react when they are prompted for a bribe. We used their innocent expressions to demonstrate how adults should respond when faced with corruption; to do as kids do and not “settle.”

School children were called in one at a time to the teacher’s office on the premise that they were in trouble for a misdemeanor. They were asked “How do you want to settle this?”, a phrase commonly used to ask for bribes , as an opportunity to get out trouble. A video was made showing their innocent responses. The campaign was widely recognized by the nation, amplifying the message, “Do As Kids Do” as a call to fight against corruption on an individual level.

A whole new perception in fighting corruption was established and put on the map. Both national and international news media featured our campaign, and countless dialogues were sparked on social media throughout the nation about personal responsibility in fighting corruption, increasing Transparency International Malaysia’s visibility as a catalyst in fighting corruption. The more open debates about this sensitive issue developed our message into actions for Malaysians to help Malaysia cure itself from corruption.