UMNO has rolled out a highly targeted, ground-level campaign strategy in the lead-up to the Ayer Kuning state by-election, aiming to strengthen voter confidence through direct, personalised engagement.
Described by party leaders as a ‘man-to-man marking’ approach, the strategy involves assigning campaign workers to small groups of voters, allowing for more meaningful interactions and fostering a stronger sense of connection with the Barisan Nasional (BN) candidate.
“We do man-to-man marking, one (machine) takes care of 10 (voters), because it is more effective,” said UMNO Secretary-General Datuk Dr Asyraf Wajdi Dusuki. “That is why we do not do many mega talks and ceramahs.”
Speaking while accompanying BN’s candidate Dr Mohamad Yusri Bakir at Bidor Botani Park on Sunday evening, Asyraf said the method had already begun to yield promising results on the ground, particularly in building personal rapport with constituents.
He added that UMNO and the BN campaign team are committed to maintaining a mature and respectful political tone throughout the campaign, steering clear of personal attacks against opponents.
The by-election, scheduled for April 26, will see a three-way contest involving BN’s Dr Mohamad Yusri, Abd Muhaimin Malek from Perikatan Nasional, and Parti Sosialis Malaysia’s Bawani KS.
The Ayer Kuning seat was left vacant following the death of incumbent Ishsam Shahruddin in February. With all eyes on voter turnout and ground sentiment, UMNO’s person-to-person strategy marks a deliberate shift from traditional rally-driven campaigning to a more intimate style of political outreach. - April 16, 2025
