Exercise 1: Research_VernyssChan 0139004

WWF MALAYSIA – World-Wide Fund Malaysia

1.      1. What is WWF?

WWF, or World Wide Fund for Nature, is a globally recognized organization that strives towards conservation, working to sustain the natural world for the benefit of both people and wildlife (WWF Malaysia, n.d.).

 

2.      2. When and why was WWF Malaysia started?

By 1972, WWF had since been branched to Malaysia due to its huge biodiversity of wildlife and environments. The growing demand for palm oil, which has resulted in widespread deforestation in Malaysia, is one example. WWF is currently working to make palm oil more sustainable (Ong, 2020).

 

3.      3. Who was the first president of WWF Malaysia?

Tan Sri Khir Johari became the very first president of WWF-Malaysia, and following suit was the organization’s first ever conservation project: the survey of Pulau Gaya, in which both WWF-Malaysia and Sabah parks had worked together on (WWF Malaysia, n.d.).

 

4.      4. What is WWF Malaysia’s “Face-to-Face Fundraising” about?

This program is specifically designed for the general people who wish to contribute to and support WWF-Malaysia's efforts to conserve nature on a monthly, quarterly, six-monthly, or annual basis (WWF Malaysia, n.d.).

 

5.      5. Why does WWF Malaysia use fundraising agencies? What parties are involved?

The funding of WWF Malaysia is not exclusively but largely consists of donations from the public. To avoid the extensive cost that it takes to host such a program, WWF Malaysia has chosen to partner with fundraising agencies (WWF Malaysia, n.d.).

 

The five fundraising agencies that work to promote WWF-Malaysia include: Salesworks Sdn. Bhd., Omniraise Malaysia, One Sixty Asia Sdn Bhd., and SG Support Services Sdn Bhd.

 

6.      6. How was WWF Malaysia's evolution journey like?

1972 – The very first conservation effort of Pulau Gaya.

1978 – Recommending protection for Pulau Redang Marine Park.

1982 – Drawing up conservation strategies for guides

1998 – Advocated for the establishment of Perlis State Park.

2003 – Formed a tiger conservation alliance.

2006 – Supported the declaration of Heart of Borneo; helped establish the Kota Kinabalu City Bird Sanctuary.

2008 – Held the first “Turtle Rescue & Resuscitation Workshop” for fishermen in Terengganu with MEKAR and Fisheries.

2009 – Set up the Wildlife Protection Unit to combat poaching in the Belum–Temengor forest complex

 

2010 – The Wildlife Conservation Act 2010 was passed, strengthening legal protection for wildlife and habitats nationwide

2012 – Conducted reef and seagrass monitoring off Mabul Island; developed turtle education plan (MEKAR).

2015 – Recognized as National Earth Hour Capital alongside Shah Alam; actively engaged cities in climate-awareness campaigns. (WWF Malaysia, n.d.).

 

 

 

7.      7. What are the campaigns that WWF Malaysia has done recently?

·         21 July 2024: “Run for Tigers” held at Kepong Metropolitan Park in collaboration with Maybank to raise funds and awareness for Malayan tiger conservation.

·         March 2025: "Charms for Change" in collaboration with Touch 'n Go. A limited- edition, NFC enabled charm collection that featured one of four endangered Malaysian species with a portion of proceeds directly supporting WWF-Malaysia's protection initiatives (WWF Malaysia, n.d.).

 

8.      8. What is WWF’s mission statement?

To protect nature and create a future where people and the environment live in balance by:

·         Saving wildlife and natural places

·         Using natural resources responsibly

·         Reducing pollution and waste (WWF Malaysia, n.d.).

 

9.      9. Why is this mission important for Malaysia?

Malaysia is rich in biodiversity, with many unique animals, plants, and ecosystems that are under threat from deforestation, pollution, and climate change. WWF-Malaysia’s mission helps:

·         Protect endangered species and habitats

·         Promote sustainable use of natural resources like forests and oceans

·         Reduce pollution and environmental harm

·         Raise awareness and involve people in caring for nature

 

By working towards this mission, WWF-Malaysia helps ensure a healthier planet for both current and future generations (WWF Malaysia, n.d.).

 

1010. Which SDGs are WWF Malaysia focused on?

·         SDG 14 - Life Below Water

·         SDG 15 - Life on Land

·         SDG 12 - Responsible Consumption and Production

·         SDG 13 - Climate Action

·         SDG 4 - Quality Education

·         SDG 11 - Sustainable Cities and Communities

·         SDG 17 - Partnerships for the Goals (WWF Malaysia, n.d.).

 

1111. What are WWF Malaysia's strengths?

·         As part of WWF's global network since 1972, WWF-Malaysia has benefitted from a trusted brand and an already established presence in conservation.

·         The organization works closely with governments, communities, other NGOS, and businesses by using research-based methods in their six focus areas: forests, oceans, wildlife, food, climate & energy, and freshwater.

·         Through the help of WWF-Malaysia, marine parks such as Pulau Redang and wilderness sanctuaries have been established (WWF Malaysia, n.d.).

 

1212. What are some weaknesses of WWF Malaysia?

·         Studies have shown that WWF-Malaysia struggles to engage in certain segments of population such as older or less environmentally informed groups, yielding a lower participation rate in programs.

·         As a non-profit organization, WWF-Malaysia's plans are constrained by lack of funding and manpower, limiting its capacity for large-scale projects (WWF Malaysia, n.d.).

 

1313. What opportunities does WWF Malaysia have?

·         The influence of WWF can increase environmental awareness and promote public interest in biodiversity and sustainable living, host collaborations and partnerships with sustainable markets. This can pave a way for WWF to become one of the world's leading climate activists (WWF Malaysia, n.d.).

 

1414. What external threats does WWF Malaysia have that could stop them from reaching their mission?

·         Despite protection efforts and zones, Malaysia's marine ecosystems remain at risk due to overlapping jurisdictions and pressure from tourism.

·         There may still be continued illegal logging and poaching activities that threaten biodiversity.

·         Governance pressure and funding through charity can impair conservation efforts (WWF Malaysia, n.d.).

 

1515. What are some endangered animals that WWF Malaysia is trying to conserve?

·         Malayan tiger (Critically endangered)

·         Bornean elephant (Endangered)

·         Bornean orangutan (Critically endangered)

·         Marine turtles (Endangered) (WWF Malaysia, n.d.).

 

1616. How does WWF Malaysia choose which animals to focus on?

·         Conservation status of species, those listed as endangered or critically endangered are prioritized.

·         Ecological importance of each animal whose wellbeing supports whole ecosystems.

·         Species that are found in WWF-managed landscapes.

·         Species that engage local communities in conservation.

·         Species with immediate threats levels and available funding (WWF Malaysia, n.d.).

 

1717. How does WWF Malaysia protect forests?

·         WWF helps to identify important forest areas, advocate for gazettement of protection zones and reclassify multiple areas such as Belum-Temengor corridor and the Lower Sugut Forest Reserve.

·         Camera traps, satellite mapping, and anti-poaching patrols are implemented to detect illegal logging, poaching, and habitat loss.

·         In Sabah, WWF has worked to restore degrading forests by planting native trees and reforesting former oil pam lands and expand orangutan habitat (WWF Malaysia, n.d.).

 

1818.  How does WWF Malaysia protect wetlands and marine ecosystems?

·         Focuses on key wetlands like Setiu Wetlands in Terengganu, home to rare plants, turtles and migratory birds. Scientific expeditions are held to include biodiversity mapping and ecosystem assessment, supporting strong protection measures.

·         Works to conserve coastal ecosystems by preventing mangrove clearing and promote restoration and community-based conservation.

·         Helped establish marine parks (e.g. Tun Mustapha Park, the largest MPA in Malaysia).

·         Promotes sustainable fishing, coral reef monitoring, and marine biodiversity protection (WWF Malaysia, UNDP, n.d.).

 

1919. How is WWF Malaysia addressing the issue of marine pollution, in particular plastic pollution in waters?

·         "No Plastic in Nature by 2030" is an initiative in which WWF Malaysia targets not only clean-ups, but also plastic redesign, changing consumer behavior and reforming waste systems.

·         Organized river clean-ups and empowering youth and communities to spread awareness and reduce pollution through programs such as the Eco Champion Awards.

·         WWF Malaysia collaborates with government and other NGOs via symposiums like the Sabah Plastic Pollution Symposiums, which led to plans for a Waste Recycling Council in Sabah (Maureen, 2024).

·         WWF-Malaysia has developed the "Plastic Circularity Toolkit", a guide for SMEs to assess and reduce their plastic footprint.

·         The "Your Plastic Diet" campaign at the Shopee FA Cup Final, MFL collaborated with WWF Malaysia to raise awareness on microplastics and plastic consumption, reaching 80,000 football fans (WWF Malaysia, n.d.).

 

2020. What role does education play in WWF Malaysia’s approach?

·         As part of Environmental Education Day, WWF Malaysia reaffirmed its commitment to nurturing environmental education across the country. They have since helped over 300 schools launch sustainability initiatives.

·         WWF Malaysia works closely with the Ministry of Education, Green Growth Asia Foundation, and NGOs to embed ESD (Education for Sustainable Development) values into Malaysia's curriculum and extracurricular programs.

·         They support the youth through initiatives such as the "2023 Climate Communication Challenge" and the "Eco-Champions Awards". This has enabled students to use communication skills and social media to promote climate action (Maureen, 2024; WWF, n.d.-13; Vimalan et al., 2025).

 

2121.  How is WWF Malaysia balancing the need for economic growth with environmental protection?

·         In 2023, Malaysia earned RM21.8 billion in timber exports. This created a need to balance wood production while also protecting biodiversity. WWF Malaysia has since joined forces (as of March 2024) with the Malaysian Nature Society, Malaysian Timber Association, and government agencies to advocate and implement sustainable forest management.

·         WWF pioneered the "Protect, Produce, Restore" model in which efforts will be delegated to protecting forests, producing sustainably harvested timber and palm oil, and restoring degraded areas (WWF Malaysia, n.d.).

 

 

Reflection:

                WWF Malaysia is an environmental group that’s been around since 1972, working to protect nature and wildlife across the country. They focus on saving endangered animals like Malayan tigers, orangutans, elephants, and turtles, while also looking after forests, rivers, and oceans. One big part of what they do is education, teaming up with schools and youth to raise awareness and encourage more people to care about the environment. They also tackle issues like plastic pollution, climate change, and unsustainable palm oil. What makes WWF Malaysia stand out is how they bring everyone together, from communities to companies, to find ways to protect nature while still supporting Malaysia’s growth. WWF’s goal is to create a future where people and nature can thrive together.

 

Reference List:

1.     1. WHO WE ARE. (n.d.). WWF Malaysia. https://www.wwf.org.my/about_wwf/who_we_are/

 

2.     2. Ong, S. (2020, Winter). Common Ground: Can palm oil be sustainable? Wildlife Magazine. https://www.worldwildlife.org/magazine/issues/winter-2020/articles/common-ground

 

3.     3. Conservation timeline. CONSERVATiON TIMELINE | WWF Malaysia. (n.d.). https://www.wwf.org.my/about_wwf/conservation_timeline_/

 

4.    4.  Face-to-face fundraising. FACE-TO-FACE FUNDRAISING | WWF Malaysia. (n.d.). https://www.wwf.org.my/index_faq/face_to_face_fundraising/

 

5.      5. Marine parks PD. (n.d.-a). https://info.undp.org/docs/pdc/Documents/MYS/00033017_MAL%20Marine%20Park%20PRODOC%20.pdf

 

6.      6. Securing our future: Net zero pathways for Malaysia. (n.d.-b). https://web-assets.bcg.com/78/bc/0e381d8a4cdba6b318d544fca374/bcg-wwf-net-zero-pathway.pdf

 

7.    7. SWOT analysis final report. (n.d.-c). https://wwfeu.awsassets.panda.org/downloads/report_9.pdf

 

8.     8. Bornean elephant | species | WWF. (n.d.-a). https://www.worldwildlife.org/species/bornean-elephant

 

9.     9. Wildlife habitats under threat. WWF Malaysia. (n.d.). https://www.wwf.org.my/?19325/Wildlife-Habitats-under-Threat

 

1010.  Setiu Wetlands: A perfect choice to be Terengganu’s first state park. WWF Malaysia. (n.d.-a). https://www.wwf.org.my/?16000/Setiu-Wetlands-A-Perfect-Choice-to-be-Terengganus-First-State-Park

 

1111. No plastic in nature | pages | WWF. (n.d.-c). https://www.worldwildlife.org/pages/no-plastic-in-nature?s_subsrc=homepage

 

1212. Maureen, V. (2024, December 13). Sabah Symposium rallies support from businesses, csos and youths in addressing the Plastic Pollution Crisis. Plastic Smart Cities. https://plasticsmartcities.org/sabah-symposium-rallies-support-from-businesses-csos-and-youths-in-addressing-plastic-pollution-

 

1313. How big is your plastic footprint? WWF Plastic Toolkit. (n.d.). https://wwfplastictoolkit.com/

 

1414. Staff Writer, Vimalan, D., & Shirbeeni, A. Z. (2025, July 1). WWF taps on football to get Malaysians to combat plastic pollution. Marketing. https://www.marketing-interactive.com/wwf-taps-on-football-to-get-malaysians-to-combat-plastic-pollution

 

1515. Opinion piece: Mobilising youth through education for a sustainable Malaysia. WWF Malaysia. (n.d.-a). https://www.wwf.org.my/?32225%2FOpinion-Piece-Mobilising-Youth-through-Education-for-a-Sustainable-Malaysia

 

1616. [joint opinion editorial]<br>conserving forests through innovative collaborations. WWF Malaysia. (n.d.-a). https://www.wwf.org.my/?32485%2FConserving-Forests-Through-Innovative-Collaborations