Friday March 31, 2006

Vital to link the past with the present and future

MAKING a meaningful and significant contribution to society in its corporate social responsibility (CSR) programme is DiGi’s thrust for the 9MP.

And it decided to focus on heritage because, while there are many individuals and groups doing wonderful heritage work, a lot of it is being done quietly, without much recognition or support. DiGi felt it could come in and provide this kind of recognition and support.

Over and above filling in a perceived need, DiGi is focusing on culture and heritage because of its inherent value, and because the telco believes it is important to link the past with the present, and future.

“By understanding the wisdom and traditions of the past, we get a clearer perspective of our present situation. When the connection gets broken and pieces of our heritage die out, we lose something collectively.

Digi’s Amazing Malaysian Bishan Singh (left) with (from left) Lundal, son Liam and Dennelind at Tasik Chini recently.

“In terms of our cultural and environmental heritage, there are many bridges that need to be strengthened and reinforced. These are knowledge, skills and crafts that used to be important, but where the numbers of practitioners are dwindling towards zero, strangled by the noise and speed of progress and modernity,” said Lundal.

This is very much in line with the Government’s efforts to protect and enrich both the nation’s tangible and intangible heritage. “We see ourselves as partnering the Government in this very important effort of heritage conservation,” Lundal added.

Further, by focusing on all of natural, built, art, social and cultural heritage, the company is able to link disparate groups working in isolation together, thus create greater synergies in heritage preservation.

For example, in The Storyteller of Perlis project, DiGi brought together traditional and contemporary performing artistes – Romli Mahmud (the last Awang Batil in Malaysia) and Jo Kukathas, Namron, Shantheni Venugopal and members of the Temple of Fine Arts – to introduce the 70 participating children to traditional as well as contemporary styles of performing a popular folk tale, Awang Akar Larak. If not for the project, the KL-based artistes may never have had the chance to meet, and collaborate with Romli.

The result of their collaboration was a very interesting and vibrant performance which proved it is possible for traditional art forms to evolve to suit modern sensibilities, without losing their essence.

Creating Heritage Havens

Via DiGi’s Amazing Malaysians, DiGi is creating pockets that are buzzing with heritage-related activity. For example, The Wetland Restorer of Perak project resulted in the creation of a wetlands garden and resource centre, which continue to be used by children from all over the country, who are now going to Kuala Gula to study the wetlands.

This garden and centre are actively being promoted by the Ministry of Education’s Co-Curricular Department.

The Lion Dancer of Johor has led to the formation of a very popular 24-Drums group, made up of students who took part in the project. This group is in such high demand, they already have three events lined up for the month of April. “Sometimes, when we try to get them for one of our events, they say no because they’re already pre-booked!” said Chee Pok Jin, chief marketing officer, whose team led this Muar-based project with sifu Siow Ho Phiew. (Each DiGi’s Amazing Malaysians project is adopted by a particular department of the company.) “It’s great to see that our project has generated so much genuine interest in the children. What’s especially heartening here, too, is the fact we have Indian and Malay children doing what one would otherwise think of as being traditionally Chinese.”

In Lamin Dana, Mukah, where DiGi ran The Knowledge Keeper of Sarawak, Amazing Malaysian Diana Rose now has a fresh batch of children who are very keen to continue learning Melanau music and dance with members of her Badan Budaya Melanau Mukah, and will eventually perform with this troupe.

Malaysia Muhibbah

In every project, much effort is made to draw in children from all ethnic groups, for better cross-cultural understanding as well as to forge a stronger, unified and authentic “Malaysian identity”. In Kuala Gula, for example, DiGi involved four primary schools: two Malay, one Chinese and one Indian. It was the first time ever children of these schools were getting involved in a project with those of different ethnic backgrounds. By the end of the two months, they were all best friends.

The other project in which racial integration was pronounced was The Lion Dancer of Johor (see Chee Pok Jin’s quote above). Here, DiGi managed to rope in not just Chinese but also Malay and Indian boys and girls to study lion dance and traditional Chinese drumming.

In fact, the new drumming group that has formed and is performing all over the country has a good number of Malay boys and girls, who acknowledge they never would have had the opportunity to do what they’re doing if not for the project.

The Long-Term View: sustainability

Through DiGi’s Amazing Malaysians, DiGi is helping build capacity in heritage conservation among both the children as well as the community. This helps ensure long-term sustainability of such heritage preservation.

“In Perlis (The Storyteller of Perlis), five students who trained under Amazing Malaysian Romli Mahmud are actually very interested in continuing their lessons with him so they can carry on the tradition of awang batil-style of storytelling. DiGi is looking at the possibility of providing these students with a scholarship to cover the cost of their ‘tuition’ with Romli,” said Adzhar Ibrahim, head of human resources.

Similarly, the students of The Traditional Architect of Terengganu will, in their own way, help perpetuate the tradition of incorporating Malaysian design in architecture.

“By exposing the students to traditional architecture, the hope is some of them may one day become architects and use the knowledge gained to continue to incorporate elements of traditional design in Malaysian architecture,” said Jon Eddy, chief technology officer, whose team adopted The Traditional Architect of Terengganu.

“Even those students who don’t become architects will still make use of their experience with (Amazing Malaysian) Raja Bahrin by, consciously or unconsciously, adopting Malaysian design in their own homes, or their offices?”

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