INTRODUCTION
Public Transportation has never been taken seriously as a mode of transportation, its always seen as a mode of transportation for the lower income groups. Compounding this is The National Car Project and subsidized fuel prices. Since 1985, Public Transportation has never been championed by the Government.
Under the leadership of YAB Dato Sri Najib Tun Razak’s, public transportation has been given a new lease of life and has been specifically mentioned in the Government Transformation Project (GTP). The results of the careful planning are now becoming a reality. To help realize this vision 4PAM, in line with our objectives has launched an ambitious plan to raise the awareness of Public Transport.
We believe that Public Transport is a viable solution for the traffic woes in Klang Valley. 4PAM has is dedicating this year to Public Transport Awareness and believe there is an urgent need to educate the public on the benefits of Public Transport. Large amounts of investments have gone into the Public Transport Infrastructure and we need to ensure the ridership increases every year and is optimized to ensure the sustainability of Public Transportation Industry.
Moving forward 4PAM is dedicating 2018 to encourage the awareness and usage of Public Transport. This targeted awareness programme is focused on a specific group of audience, while the spill over effect is designed for the masses.
Aptly named, Public Transport Awareness Year 2018 (PTAY18). It’s catchy and designed to capture the target market which will make the biggest impact on reducing private vehicles.
a. TARGET AUDIENCE
4PAM has broadly broken the potential market into 2 categories:-
- Potential Private Vehicle Owners (PPVO)
With our simple objective of raising awareness, we have decided to focus our efforts on the second group of Individuals, the PPVO. These are large group of college students, who would be hitting the work force in the next 24 months and will most likely be first time car users. They are large in numbers, most likely to purchase new private vehicles and least informed on the “total cost of ownership” of a private vehicle. 4PAM wants to reduce the number of new car buyers in this group specifically, which we believe will result in an increase in Public Transport usage. We are launching a few interesting initiatives to raise awareness on the “total cost of car ownership”.
Activities will be fun, informative, valuable and educative (FIVE), and focused on awareness of public transport. To ensure that the programmes created an impact we are stretching it from 2018 and hope to have the spill over effects continue throughout 2019. In addition the events that have been lined up and designed to have a spill over effect to the families, friends and immediate social circle of the participants via Facebook, Instagram and Twitter.
We take this opportunity to invite college/university to students to participate in the exciting events we have lined up. Students/Colleges will get a chance to show their creativity, innovation and initiative. The events are rather unique and designed to not only engage the participants, but indirectly have a viral effect throughout the college/university and into the homes and lives of the students. The message that we will bring is the benefits of public transport and the idea is to create awareness on public transport. Events are only open to registered students of the university/college.
- Existing Private Vehicle Owners (EPVO)
Car Free Friday is aimed at reducing private cars on every Friday of the week. We request users of private vehicles to examine their Friday Travel plans and try and use Public Transport. We believe this simple initiative will help reduce city congestion and provide the individual with a stress free Friday. If the driver has to go to office and back on Friday we appeal that they use Public Transport on Friday, this is to start the usage of Public Transport. Let’s give it a try, it’s only 4 Fridays in a month. We believe this effort will remove 30% of traffic from the roads on Friday.