Wednesday, 20 July 2011

Chapter 6. Interview and Survey

6.1 Interview:

Day: 15 /7 /2011
Time: 15.30 until 16.30 ( one hour)
with: Madam.nazlina Abd Chani (social worker)  in (Women's Aid Origination)

Q1: how can you define Domestic violence?

in Malaysia, if you study about the act since 1994, and in the act we can see how they defined the domestic violence, the act only define as a physical abuse, but we in WAO and women in go in Malaysia see violence is not physical abuse, it about power and control, where one party use power to control the other party who is weaker than the, for example, in domestic violence situation, normally the situation majority happen between husband and wife where husband think that husband has more power than wife to control, and how they control by physical abuse her mentally posture her  , sexually abuse her, financially by not giving her money, and socially abuse her by cute her relationship with her family.., and this is how we defined DV is about power and control, and those who live with domestic violence situation, even if they stay in their house but they living in fear.
   that why through my past 12 years experience, most of the victims stay with abuse situation for at least 5 years or more than that, why, because they don't know that they can't do anything, until they think that they are hapless and helpless, even in Malaysia, when we talk about domestic violence, people think it is family matter, but with our law since 1994, it says that DV is a crime. and victim can tortures,   a report to police  if she has abused by the partner, parents , or so on. violence happen within the family member, husband and wife, father and children, mother and children ....

we do not see it as private matter anymore, but we see it as a sociality issue, and we are part of the society, we should play our role in order to decrease the DV or at least give awareness to the society,
abuse is not right no matter what happen between husband and wife, because abuse is not going to solve the problem, no matter what she did, but the best way is to talk to her, or get someone to talk to her, but not by abusing her or the children , because we don't believe that abuse is going to solve the problem.

for us and other NGO, we see DV is not just physical, it's more than that, there are 5 type of abuse, physical, mental, torture , emotional, social in one type, and sexual abuse, and financial  abuse, that why our act, even the act is there but in tem of punishment but we have to refer to our BENABOT book in tem to get punishment, so DVA is not independent act, it is dependable act, so in tem of punishment.
it's quit complicated, even for WAO and NGO still lobby for  the policy maker to make some editing on the act, and to make this act more better. 

we are working with other NGO for the act because sometime some abuse happen with there is no physical abuse at all but is  more in metal torture, metal torture for example, you keep shouting her or take the children from her, or isolate her family, that makes her so scary and sear, and in order of people talk, she keep silent and quit, the abuse has happened, but it is not cover in the law, let's say, if she want to go  to the police station and report to them, they will ask where is your evidence in tem in injuries, that why metal torture is not external  injuries but it is about internal injuries, that when DV is not physical but it is also mentally on her, that can affect the women and can give effect on the children, when the children grown up in the abuse situation, they will think that is normal situation, they will think that violence is part of culture, part of life, that why DV can be Inherited, so when they grow up they will do the same to their partner later on in the future. for example when the father abuse the mother, the children later on they will think that is normal and OK, that whey we don't want that happen to our future generation.

Q2: Do you Think that domestic violence is related to some culture?

DV is not related to any culture, it is everywhere, that why when we see the definition of DV is about the misunderstand of power and control, and that it is started because the misunderstand of the role of men and women in the family and also in the society. here in WAO we see the only different between men and women is just in term of  biological , appearance, but in term of capability,  ability to do thing , it almost the same,,, if the man get angry, the women also get angry, if the man is romantic, also the women is romantic.....
I believe in marriage life we should share the responsibility but not harsh the other party . that why when we do awareness , we stress on the equality in the society, in the family, once you understand your roles, and her rolls, you can understand each other.

Q3: What should we deliver in the campaign?

why women don't want to take action, because they don't know their right, because their husband lock her in the house, don't allow  them to go out and see the, family, friend, and so on, so many women's don't know what is DV, and for them they think is OK and normal, and it's part of  marriage life, so they think that they have to be patient,  so on
so it's better to deliver the information through the campaign, to tell what is the right about women,, tell them what is DV first , and DV is not a private issue or its family matter, it is a society matter and women has power to change their live, and then to tell in term of legally what they can do,,, and how to indentify whether they are victim of DV or not, because sometime women don't know whether they are victim or not. and how they can seek help in the organization or to go to police station to report, and the most important thing is to create the awareness  not only among the victims but also among the society, to tell the society that for example if your neighbor is abuse by her husband, you can do something for the abuser, by calling the organization, or to pass her the number.
if the victim keep silent, no one will help her.  

Q4: What WAO provide to victims?

provide shelter, moral support to tell the victim that you are not alone, and there are ways to solve the problems.
counseling through the phone, if they are not comfortable
if she is in danger, we call her to come where we provide shelters for her and for her chidden if she has until she know what she wants to do,
create the awareness among the society,
we want them to speak up.

Q5: how WAO educates the public?

mainly through our awareness' campaigns, we go out to university, school, village, ... not only to talk to the  women but also talk to the men, and how men can play their roles to stop the violence, and also through media, we TV, Radio and website, to send the message to society not any for DV but also about other violence, rape  trafficking , abandon baby and so on. and this who to go to society. and we go to school and talk to kids there on who they should treat their brothers and sisters equally, because, to change the perception of adult (old generation) is very difficult, so it is better to start form young generation.

Q6: how do you see the success of your campaign?

through 12 years experience , the awareness of DV is increase, the public is more aware about DV,
we can see form the causes, that came to us from victims, neighbor... other, how they can get help.
and we got causes form government agencies, and because government don't have shutter for such domestic violence, so they refer the causes to us.
and the police is more sensitive compare to 12 years ago, in 12 years ago when I started in WAO , when the women go to police station to report about the abuse, so the advice from the police was, "just go back to your husband, we cannot do anything because it's a family issue". so now the police refer to as more that 12 years ago in such like this issue.

Q7: What is Joint Action Group(JAG)?

it is a several organizations like, sister in Islam, WAO,...etc. we have establish this group  to look
in any kind of discriminate women.. and as JAG we work very hard to change and to  do
something to reform the DVA.

Q8: what makes WAO special that other organization? 

WAO has established in 1982 and now is 2011, so we are the first organization  in Malaysia how setup shelter. we are not religious organization, and nonprofit organization, so take all kind of causes, and all kind of  races, that any women whether they are foreigner or not, whether they are Muslim or not, whatever they are, they will come and seek our help. and in term in funding we are stable. where there are many other organizations are not stable.

Q9: the fund that WAO faced in 2008?

it was very difficult for us also, that we have to come to decision, where to make sure we can operate us usual, and open our shelter for women, so we agreed to cut 10 percent from our salary and that will go to our operation.    because we are in WAO, we provide everything for the client, so they don't have to pay anything from A to Z, even if they want to go to the hospital, to the court. and there are many people come to help us in this situation so we could in just one year, to pass that bad situation. and now WAO is better than before.
I always believe, when you have good intention, that you want to help people, so in bad situation
you will find people will help you.

Q10: do you think that DV is increase or decrease in Malaysia ?

if we see the reported causes  of DV is increase that somehow, mean that people are more awarded about DV. so we see the increase in the number of  DV in society is positive result.
and in the newspaper, everyday they report about the DV Counseling the media is play their roles by covering more report about DV causes comparing  to last time.
and I believe that because of the awareness and the society responsibly toward the this issue.

Q11: how can you define The Body Shop as a sponsor? 

we have been working with TBS for few years ago, as TBS is quit known brand among people in Malaysia,  and many women go to TBS, so we see through this company, we can distribute the awareness among women. and in five years, TBS is distribute the brochure in their shops around Malaysia  every year about how to end the violence against women, how the victim should speak out...and so on.
and TBS helps the WAO the cost of printing, and if someone purchased something from TBS, so 10 present will come to us.

Q12: what is WAO's long term objective?

actually, we want to increase the awareness among the society.
in the law we want to see the definition of DV will cover more, it is not physical abuse, but metal torture.. etc.
we do not have branches in Malaysia except the one in Pataling Jaya. so we want to have branches all over Malaysia. and that because of the funding.
we need around 70.000 RM per month to cover all the expenses in the WAO, but we help other organization, where they come to us to help them to set up and start, for example in Penang , there is organizations  that do the same with WAO by providing shutters , Counseling and so on... and we help them to start up..
continue calling the women ministry to set up shelters for women, because providing shelter is a government obligation. because in Malaysia, shelter for old people., abandoned children but we don't have shelter for abused women.
    
the society should have organization for men (perpetrator)  to educate and help them the change misperception of the using power and control.






Survey:
A. Male                                               B. Female





A. 18 - 22                                            B.23 -26                                          C. 27 and above







A. Single                     B. Married                   C. Divorced                D. Widow



A. Student                  B. Employee                           C. Unemployed



A. Malay                     B. Chinese                   C. Indian                     D. Other




A. Yes                         B. No   




A. Yes                         B. No  




A. Yes                         B. No   




A. Advice her to go to police             B. Give her contact number of any women organization
C. Help her to escape                                                                                                  D. Other




A. Yes                         B. No                          C. Maybe



         A. physical            B. Sexual              C. Emotional                     
D. Verbal                       E. Financial                             F. Other




 A. Increase       B. Decrease        C. Same           D. I don't know





A. Yes             B. No



A. Major Problem           B. Minor Problem                  C. Not a problem                   D. Not sure






A. Enforce strict laws to hold abusers more accountable
B. Expand services for victims of domestic violence
C. Make more shelter spaces available
D. Increase awareness
E. Other





6.3 Result analysis:

 In the end of the survey, we realized that the majority of responses share that domestic  violence
is a major problem in the society, and victims have to speak up because they can't  solve the
problem silence.
Also it shows the high number of responses about the providing shelters should be government
obligation which means that can affect the government.
if we see the responses on the how people define the domestic violence, we will notice that they
define is not just physical abuse but also sexual, financial, emotional... which mean if the
campaign show this result may will have effect to reform the act to include all other kind of
abuse .
in the end, we see domestic violence against women in Malaysia  is quit known issue, which
means, the weakness of the issue and how to solve it, should has wide range among people to
reduce it .


Chapter 5. The Sponsor (The Body Shop)


The Body Shop


5.1 Company Background 

Founded in 1976 by activist Dame Anita Roddick, “The company combines activism with marketing, encouraging women to focus on self-esteem as well as social and environmental causes” (The Body Shop). The Body Shop boast sits natural and eco-friendly line of skin and hair care products. Line of goods includes: body powder, bath and shower gel, candles, sponges, massages oils, fragrances, soaps and more. Purchased by L’Oreal in June 2006, The Body Shop cur-rently operates about 2,550 stores across 60 countries.

5.2 Brand Image

The Shop ensures their image by guarantying “its cosmetics and personal care products are not tested on animals, and that they contain sustainably sourced oils and other vegetarian ingredients” (The Body Shop). In addition, the campaigns in which The Body Shop participates is another step they take to make a difference both environmentally and individually.



Vision and Mission:

5.3 The Body Shop Vision:

“I just want The Body Shop to be the best, most breathlessly exciting company – and one that changes the way business is carried out. That is my vision.”  
                                                                                                                                                Founder of The Body Shop.

5.4 The Body Shop Mission:

  • To dedicate our business to the pursuit of social and environmental change
  • To creatively balance the financial and human needs of our stakeholders: employees, franchisees, customers, suppliers, and shareholders
  • To courageously ensure that our business is ecologically sustainable: meeting the needs of the present without compromising the future
  • To meaningfully contribute to local, national and international communities in which we trade, by adopting a code of conduct, which ensures care, honesty, fairness and respect
  • To passionately campaign for the protection of the environment, human and civil rights, and against animal testing within the cosmetics and toiletries industry
  • To tirelessly work to narrow the gap between principle and practice, whilst making fun, passion and care part of our daily lives

5.5 The Body Shop Values and campaigns:

the body shop created five core Values. these Values act as a practical guide to decision making at all levels of the company, helping us to ensure that our profits are made with principles.


1.Against Animal Testing

The Body Shop has always believed passionately that animals should not be used for cosmetic testing. We have never tested our products on animals. Similarly, we insist that all our suppliers have not tested their ingredients on animals for cosmetic purposes. 
The Body Shop also fund organizations that campaign for increased research into animal testing alternatives.

2. Support Community Trade

The Body Shop launched Community Trade. One of the first examples of fair trade, Community Trade has numerous benefits for our company, TBS's customers and  suppliers. Through trading it  can offer our suppliers a stable, long-term income. TBS can access some of nature’s finest ingredients, which are grown and harvested by expert local farmers. Many of these ingredients are grown using time-honoured techniques, helping to preserve a traditional way of life. In the process, Community Trade allows its suppliers to build better futures for themselves and their communities.

3.Activate Self -Esteem

The Body Shop believes that true beauty comes from confidence, vitality and inner wellbeing. TBS strives to use imagery that doesn’t play on women's insecurities, and to bring you products that enhance your natural beauty and express your unique personality.

4. Defend Human Right

Since 1994 TBS has helped to raise funds and global awareness of domestic violence. Since 2004, over £4m1 has been donated to local partners who fund the prevention, support and protection of abused women and children.

5.Protect Our Planet

TBS constantly seeking new ways to improve our business practices and reduce our carbon footprint. In TBS's stores, refits are rolling out that will improve our energy efficiency. New lighting, including store signs that have been successfully trialed, will help to reduce our energy use. TBS has introduced energy-awareness training for all TBS's store staff and have also reduced its air travel.

campaigns in Malaysia by The Body Shop:

1. Where's my mama?

April 18, 2011 – Every day, countless young wild animals are orphaned when their mothers are captured or slaughtered for the illegal wildlife trade. Many young are also taken from the wild and end up in the illegal trade because someone wants a cute pet.

2. Putting an End to Child Sex Trafficking

March 22, 2011 – The Body Shop presented the Home Ministry with more than 10,000 signatures in the hopes of putting an end to the trafficking of children and young people in Malaysia.

3. AIDSAware December 2010

To date, 13,000 people have died from AIDS in Malaysia – this is to remember them, and hope another 13,000 will never, ever be reached.
This is just the official number – the actual number could be more, much more, and doesn't include those amongst us living with HIV, and trying their best to keep AIDS at bay.

4. TBS Gives NGOs a Break

In 2010, The Body Shop® kicked of the year with a proactive and meaningful initiative in working closely with not just one NGO, but raise the bar by taking its commitment a step further by raising funds for various partners who are constantly fighting the battle to not only protect the planet but influencing change in mindsets to ensure a better place for women and children in the community as well.

5.Yes Yes Yes To Safe Sex 
2009 witnessed the support of Malaysian AIDS Council, Taylor’s University College, popular radio stations hitz.fm and MY FM; whom got together to officially launch the Yes Yes Yes To Safe Sex campaign filled with fun games and student performances; each creatively choreographed to spread HIV/AIDS prevention messages.
6. Annual Beach Cleanup

On the third weekend of September each year, a gathering of hundreds of thousands of people who want to make a difference to the world we live in takes place around the world. The annual International Coastal Cleanup (ICC) is one of the largest volunteer events for the marine and shoreline environments to take place in the world and volunteers will descend on beaches, lakes and streams all over the planet to clean trash and debris.

7.Stop Sex Trafficking Of Children And Young People 

In Peninsula Malaysia, lending support at the Malaysian launch event on 20 August were Tenaganita, Nur Salam and P.S The Children, whom held hands in partnership to launch Stop Sex Trafficking of Children and Young People.

8.One Day For Myanmar

16 June 2008 marks a significant and meaningful day for The Body Shop® Peninsula Malaysia as franchise holder Rampai-Niaga Sdn Bhd and its 300 staff volunteered to work One Day For Myanmar, donating the company’s entire one-day takings with staff, volunteering their day’s pay; to assist the millions who’s lives was devastated by Cyclone Nargis that hit Myanmar on 2 May 2008.

9. Stop Violence Against Women 

In conjunction with Hari Wanita/Women’s Day 2007, The Body Shop® and long-term campaign partner Women’s Aid Organisation (WAO) celebrated the beauty and grace of womanhood with plenty of leg and lip action in the ‘Walk of Love’ campaign held at the Curve, Mutiara Damansara on 25 August 2007.

10. Save Temengor

The Body Shop® continues to inspire and engage its customers to play an active role in its environmental campaign, “Save Temengor” rainforest together with campaign partner, On 17 April 2007, the Royal Belum State Park was officially gazetted by the Perak State Government. The Body Shop with campaign partner MNS continues to campaign and lobby for the people’s support to push the extension of the gazettement to include the Temengor Forest Reserve. 

11.Candles of Conscience

A long-term community project since 2001 to raise awareness and generate a sustainable source of funds for partner NGOs including Malaysian Nature Society for environmental conservation projects, Women’s Aid Organization for domestic violence against women; and Sisters In Islam for empowering grassroots women in Islam for change.



5.6 Current Consumers’ Characteristics:


Demographics:

Age: 22 - 35
Gender: male - female
Education: SPM - Diploma - Undergraduate - and post graduation
Occupation: employee - student.
Income range: 1500 - 5000
Race & ethnicity: All
Geographical location: Urban - Suburban


Psychographics:

Perception: the perception people' perception  about The Body Shop's products are made by  natural elements.
Learning: campaigns and conferences.
Motivation & needs: contain natural ingredients.- against animal.
 Attitude & Personality: active - neat.
Lifestyle: Modern, natural.




5.7 Industry and Market Place:

5.7.1 Industry:

The Body Shop is belong to beauty and cosmetics  industry , where the industry is providing all beauty needs and services that meets the public needs, which it can be, hair products, skin products, Cosmetics, Deodorants and antiperspirants, Perfumes and colognes, Oral hygiene products, Sun care and nail care.

5.7.2 Shape of industry:

the beauty cosmetics industry  has expanded more wider around the word, because it becomes as one of the humans necessary  needed, therefore its  industry  is always looking for natural element that can be provided to introduce a new products that can serve the public. the beauty cosmetics industry can be formed form the Makeup, skincare, and fragrance manufacturers, financial analysts, suppliers, and retailers, and  They use it to examine trends in retail product sales, emerging beauty brands, usage, and consumer behavior and attitudesFurthermore, improving disposable incomes will allow consumers to spend more on nonessentials like makeup. Meanwhile, manufacturers will expand their product lines and geographic reach to take advantage of new market opportunities.


5.7.3 Marketplace:

the cosmetics industry has weathered the recession particularly well; taking into account that consumer spending has decreased considerably compared to pre-recession levels. The competition in the cosmetics industry, however, is very concentrated. Often times, competitors employ similar marketing strategies to capture an increasingly diverse market which means that  differentiation is all the more important.  Continued revenues suggest that The Body Shop
remains a primary choice for consumers in the cosmetic industry, but the company must continue to seek ways to tap into emerging markets and scan this marketplace for new trends that will contribute to both short-term portability and long-term revenue streams.


5.8 Competitive Situation

Direct Competitor :

 Aveda:  

founded in 1978 with the goal of providing beauty industry professionals with high performance, botanically based products that would be better for service providers and their guests, as well as for the planet. 
Aveda manufactures professional plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle products.


Origins:

Since 1990, we’ve been creating and innovating renewable, high-performance natural skincare that is powered by nature and proven by science – Formulated only with the most potent plants, organic ingredients and 100% natural essential oils, our long-standing commitment has always been to protect the planet, its resources and all those who populate it. 

Indirect Competitor :

Sephora:

Sephora is belong to beauty and cosmetics industry but  the products are not made by natural integrations.  



5.9 SWOT Analysis:

Strengths

  • The Body Shop has experience, financial backing and expertise of .
  • The Body Shop as a brand is well liked for its ethical and natural integration.
  • Body Shop targets a niche market. By stating that it is not testing its products on animals and by appearing to have an ecological profile, it has appealed to customers with ethical issues
  • Being the only shop in the shopping centre that sells ecological.


Weakness

  • Loss of trust from different stakeholders in the supply chain (publications in press).
  • Competitors are offering more natural cosmetics for lower prices.
  • The Body Shop has same message with many other competitors which will make TBS easily forgotten.  


Opportunities

  • Increased interest of men in their appearance.
  • Body Shop can take advantage of L’Oreal’s experience in research methodology and efficiency in order to improve and develop their own existing products. 


Threats

  • Unstable supplies of ingredients, materials and products.
  • L’Oreal can prove to be harmful for Body Shop’s reputation. The public perception of Body Shop as ethical can be altered due to the fact that L’Oreal is considered to be unethical. 



5.10 Rotational of chosen The Body Shop as sponsor for the campaign:

According to  The Body Shop values shows that TBS is strongly supports all environment, animal and human rights issue in order to have good life. under Defend Human Right Value,  The Body Shop has helped to raise funds and global awareness of domestic violence. and here in Malaysia with  Women's Aid Organization, they have done many campaign to stop violence against women such as Stop Violence against Women campaign, 16 Days of Activism against Gender Violence Campaign , and many other  campaigns.
Therefore, that good known history and good perception of people about The Body Shop will help the campaign to success and deliver the message among the society more wider.