In a time when audiences are growing immune to traditional PR campaigns, sometimes the most powerful stories come from the people you least expect, independent animators, storytellers, and illustrators who still believe that their art can make a difference.
That was the spirit behind “Heart of Malaysia”, a national-level PSA (Public Service Announcement) animation programme organised by MDEC and supported by Rtist Creative Platform, in collaboration with Mobius Academy as our Creative Partner.
What started as a simple idea, to get Malaysians thinking about what truly matters in our society — evolved into a nationwide creative effort with over 75 submissions across three storytelling categories:
Category A - Short Animation (2-5 Minutes)
Category B - Short Animation (30 seconds - 1 Minute).
Category C - Motion Comic (5 Minutes - 15 Minutes)
Opening the Gates: A Briefing with Heart
The journey officially kicked off with a Facebook LIVE briefing session hosted together with MDEC, where potential participants were invited to learn more about the brief, submission format, and expectations. It wasn’t just an info session, it was an open invitation for anyone with an idea, regardless of whether they were a seasoned animator or a fresh graduate.
This approach mattered. Because when you run a programmes like this, what you’re really doing is telling people:
"Your story counts. Show us what you’ve got."
📼 View the original briefing session: Watch here
Stage 1: Ideas That Moved Us
Within just a few weeks, 75 proposals came flooding in from across the country, each one unique in voice, tone, and perspective.
From personal tales of unity to incorporating IP Characters into Unity themed animations, the variety was both inspiring and humbling.
With the help of an exceptional panel of judges, 30 proposals were shortlisted to move forward into production, no easy task, given the quality of work submitted.
Stage 2: From Pitch to Production
From that point onward, it was go-time. Each shortlisted participant had to bring their concept to life, developing full animation projects that would become real, finished PSAs.
This stage wasn’t just about craft, it was about dedication, storytelling, and emotional intelligence. And the results spoke volumes.
In total, 30 completed works were selected as final recipients, each one now part of a growing body of local PSA content aimed at educating, entertaining, and moving Malaysians.
📹 View the final recipient announcement post: Check Em Out Here
Final Presentation
Upon completion of all the reviewing and setting up the Intellectual Property for the animations, the works of all 30 independent animators were open to the public to view. Each of them had their own creative touch for the animations.
📹 View the final recipients' works on Rtist: Heart of Malaysia PSA Videos
Why Programs Like These Matter
We often get asked, “Why run creative programs at all?”
The truth is, a creative program isn’t just a PR exercise — it’s a platform. It lets you:
- Crowdsource ideas from your actual audience
- Gain fresh content from diverse perspectives
- Build brand goodwill by supporting creatives
- Amplify your message organically through creators’ own communities
The Heart of Malaysia program is proof that when you open the door to local creativity, magic happens, and the results often go far beyond what any single agency or campaign could achieve.
A Heartfelt Thank You
None of this would have been possible without the contributions of key partners and individuals:
To MDEC, for initiating and organising this meaningful program that empowers storytellers and animators to be part of national conversations.
To Mobius Academy, our Creative Partner, for crafting the stunning key visuals that shaped the visual identity of the entire program.
To our respected panel of judges, thank you for your time, energy, and valuable perspectives:
- Elvis Chew, Studio Director @ Anima Vitae Point
- Wilfrid Manebard, Animation Director / Supervisor @ CyberGroup Studios
- Lau Shaw Ming, Founder & Creative Director @ MiraiLab Sdn Bhd
- Anuar Bin Hassan, Lecturer in Animation Design & Visual Storytelling, Faculty of Creative Multimedia @ Multimedia University (MMU)
- Safura Sabir and Rafiza Rahman, Ketua Penolong Setiausaha, Bahagian Pembangunan Kandungan, Kementerian Komunikasi
- Muhammad Yusry Kasmain, Manager of Animation/CGI, Digital Content @ MDEC
🙌 And to all 75 participants, thank you for believing in this program and for sharing your creativity with the nation. Your passion was the real heart of this initiative.
Looking Ahead: Could Your Brand Do This Too?
If your organisation wants to build more than just brand awareness, if you want to spark creativity, inspire stories, and contribute to real social impact, a creative program might just be the spark you're looking for.
And if you’re not sure where to start, we’re always around to exchange ideas. No pressure, no pitch.
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Written by the Rtist Team, in collaboration with the creatives, partners, and passionate participants behind the Heart of Malaysia PSA Program.
