Communication · ROOTS PR
Reducing Carbon Footprint with KOSSAN
Repositioning a rubber manufacturer as a sustainability leader, and rallying SMEs around a national greening programme.
- 51 Media coverages
- RM 5.10M PR value
- 185× Return on investment
The Challenge
One of many rubber makers.
Rolling out the Greening Value Chain (GVC) Programme meant coordinating multiple stakeholders, including Bank Negara Malaysia (BNM) and Pantas Software Sdn. Bhd. And before the initiative, KOSSAN faced a perception problem: it was seen as indistinguishable from any other rubber manufacturer in the sector.
The Solution
A national story for SMEs.
ROOTS secured attendance from 16 media outlets , among them Astro AWANI, BERNAMA, The Star, The Edge, New Straits Times, Sin Chew Daily, Nanyang Siang Pau and Utusan Malaysia. The goal was to raise awareness of the GVC Programme, designed to help SMEs overcome the regulatory and logistical hurdles of sustainable practice, unlocking global competitiveness and lasting growth.
The programme incentivises carbon-emission management among KOSSAN’s SME suppliers, positioning them as strategic partners and granting access to BNM’s Low Carbon Transition Facility (LCTF), a RM2 billion fund supporting SMEs’ working capital and capital expenditure for low-carbon initiatives at competitive rates.
The Impact
A measurable return.
The campaign generated 51 media coverages and RM 5.10 million in PR value, a 185× return on total investment, and a decisive shift in how KOSSAN is seen across the sector.
From one of many rubber makers to a strategic partner in Malaysia’s low-carbon transition.
