THE Ministry of Energy Transition and Water Transformation (PETRA) today marked a significant step toward sustainable water management with the national launch of the MADANI Smart Water campaign, led by the National Water Services Commission (SPAN).
Speaking at the launch, Deputy Prime Minister Datuk Seri Fadillah Yusof commended SPAN for its continued commitment to raising public awareness on the importance of water conservation and responsible stewardship of the nation’s water resources.
“This initiative is not only timely but crucial, especially as the country faces increasing threats from climate change that jeopardise our water security,” he said.
Fadillah, who is also Energy Transition And Water Transformation Minister, expressed his appreciation for the active participation of students, highlighting the importance of instilling a sense of responsibility and sustainability in the younger generation.
“I am particularly pleased to see the involvement of students today, as these young minds are being exposed to the values and responsibilities of water conservation.”
“SPAN’s efforts deserve recognition for demonstrating the regulator’s commitment to sustainable water practices at all levels.”
Water, he emphasised, should not merely be seen as a daily necessity, but as the lifeblood of the nation. Citing verse 30 from Surah Al-Anbiya’, he reminded that, “...We made from water every living thing. Then will they not believe?” The verse underlines the vital role water plays in sustaining all of creation.
“Water security is essential for life continuity, food security, economic activity, agriculture, public health, energy generation, and environmental sustainability. Without sufficient, clean, and safe water, national development will inevitably stall,” he said.
Despite Malaysia’s high annual rainfall, Fadillah warned that water security remains under threat due to river pollution from industrial waste, improper chemical disposal, uncontrolled development, and growing demand driven by population growth and urbanisation.
“Climate change has compounded the problem, with out-of-season floods and disruption to raw water sources all impacting the country’s supply systems.”
Adding to the challenge is the public’s attitude towards water use. “Rampant water wastage, littering in rivers, outdated infrastructure, and low awareness levels are making this situation more critical,” he said.
He stressed that water security must be treated as a national priority.
“Through the launch of the Water Transformation Roadmap 2040 (AIR2040), we have established a strategic, holistic framework to transform the national water sector. AIR2040 focuses on modernising infrastructure, researching pollution sources, implementing technologies like rainwater harvesting and water recycling, and encouraging cross-sector collaboration to ensure future sustainability.”
The campaign, he explained, aligns with the broader vision of Malaysia MADANI, which emphasises sustainability, wellbeing, and security. “We owe it to future generations to act now in ensuring a better, more secure future,” he said.
Efforts are already underway, including amendments to the Water Services Industry Act 2006 (Act 655), expanded monitoring of water sources, and various public education and awareness campaigns such as the Bijak Air Madani campaign.
“It is time for all of us—government, industries, communities, and individuals—to rise and act. Water security is not just about convenience; it’s about the future of our young generation,” he urged.
Launched under the national aspiration for water security, the Bijak Air Madani campaign introduces a bold, inclusive and impactful movement beyond conventional communication campaigns. It calls for collective awareness, action, and responsibility from all Malaysians.
Structured around four pillars—Sustainability, Preservation, Advocacy, and Nurture—the campaign integrates education, stakeholder engagement, and behavioural change to promote a water-conscious culture.
“Education about sustainability is no longer optional—it’s a necessity—because our habits today will define the future of the next generation. I call upon every individual to become an agent of change by using water wisely,” the Minister said.
The Minister reaffirmed PETRA and SPAN’s commitment to AIR2040 through investments in sustainable infrastructure, research into pollution issues, and the adoption of technologies like water recycling and rainwater harvesting. “But a good plan needs widespread behavioural change and community involvement.”
“This campaign is more than a launch—it is the beginning of a broader movement. Bijak Air Madani stands alongside regional and global initiatives such as Singapore’s ‘Every Drop Counts,’ Europe’s ‘Water for Life,’ and the UN’s Water Action Decade. Today, Malaysia makes its mark, showing we are equally serious and committed to this global cause.”
He highlighted the campaign’s all-encompassing approach—going beyond communication to building culture, grassroots education, and full societal engagement. “It makes every individual a change agent and puts water at the heart of our shared responsibility.”
“I urge everyone present today—and all Malaysians—to embrace Bijak Air as not just a campaign but a national ethos. Let us embed in ourselves and our communities the awareness that water is the lifeblood of our nation, and every drop we save is a promise for a better, more secure tomorrow.” - May 8, 2025
