KUALA LUMPUR – Every Ramadan and Hari Raya Aidilfitri season, the burns surgery unit of Universiti Sains Malaysia (USM) Hospital has to deal with recurring injuries caused by firecrackers, mostly involving children around Kota Baru and surrounding areas.
Plastic surgeon Dr Siti Fatimah Noor Mat Johar could not comprehend the norm in the east coast despite the constant reminders that firecrackers are dangerous and illegal in the country.
Over the years, it has been widely reported that children were getting severely injured while playing with firecrackers – including losing fingers and even their eyesight and hearing as a result of these explosions.
On average, during the fasting month and Eid period, the USM Hospital emergency and trauma department in Kubang Kerian received two burn cases per day involving children and others.
Dr Fatimah has worked in the hospital for nine years and witnessed recurring incidents around Kota Baru every Ramadan, prompting the reconstructive surgery expert’s decision to do something to address the situation.
I felt there must be a clear and concise message to society, especially to parents, about firecrackers that have been endangering the young for years,” said the 39-year-old lecturer from the reconstructive science unit in USM Kubang Kerian.
The surgeon, who is also a committee member of the Malaysian Society of Plastic and Reconstructive Surgery, gathered consensus from eight personnel in the burns unit and decided in late 2019 that it was time to use digital platforms to disseminate information about firecracker injuries.
After raising some funding, she engaged a multimedia house that produced the children's animation series Ejen Ali to promote the prevention of firecracker injuries.’
“We started the project in November 2019 and collaborated with WAU Animation Sdn Bhd, and it took us a few months to complete the project based on our suggested contents and direction.
Finally, two years ago in May, in conjunction with the month of Ramadan during the Covid-19 lockdown period, we released it on social media,” she explained.
The one-minute-and-17-second animation of “Bahaya Bermain Mercun” (Perils of Playing Firecrackers) with an Eid theme was posted on Facebook, YouTube, and Instagram.
The health video promotion received nearly 30,000 views and about 60,920 audience reach during the one-month screening on USM and Wau Animation’s social media platforms internationally and locally.
She also delivered a high-impact journal about the digital campaign that was published in Science Direct in February last year with the title, Prevention of firecracker injuries via the digital platform: A Malaysian experience.
The momentum did not stop there. Last Wednesday, the animation clinched the 2022 International Safety Media Award (Isma) under the low-budget campaign gold award at the 14th World Conference on Injury Prevention and Safety Promotion in Adelaide, Australia.
The Isma award was received on behalf by Safe Kids Malaysia executive director Prof Kulanthayan K.C. Mani at the Adelaide Convention Centre since Dr Fatimah is currently undergoing a fellowship on breast reconstruction at Ghent University, Belgium.
I would like to express my appreciation to Prof Kulanthayan for his guidance and (Universiti Sains Malaysia Hospital), especially to the burns surgery unit for their immense involvement and support.”
Asked why she chose a digital media campaign, Dr Fatimah stated: “According to many studies, print media has become outmoded among millennials, as they favour information over digital platforms."
“Therefore, designing a health campaign must be in sync with the interests of the current generation,” she said, adding that there would be two more health video promotions to be produced soon. – The Vibes, December 3, 2022
