KUALA LUMPUR, Aug 13 — The Road Transport Department (JPJ) is teaming up with local animation studio Monsta Studios to bring road safety messages to younger Malaysians through animation and digital content.

Transport Minister Anthony Loke Siew Fook said the collaboration was part of efforts to strengthen the country’s road safety agenda by using digital content, animation, social media and creative storytelling to deliver safety messages.

“In our efforts to foster a culture of safety, our approach must also evolve in line with changing times. Young people today are more engaged with digital content, animation, social media and creative storytelling,” he said in his speech at the Transport Ministry’s monthly assembly and launch of its National Month celebrations today.

“Therefore, road safety messages must also be delivered through mediums that are close to them, more creatively, in ways that are easy to understand and easy to remember.

“The collaboration between JPJ and Monsta Studios, which combines JPJ’s expertise in road safety and road regulations with Monsta Studios’ strengths in animation, creative content and digital communication, will ensure that road safety messages are understood, embraced and ultimately practised by the public,” he added

Loke said traditional advertising methods such as billboards, television and newspapers were becoming less effective amid declining viewership and readership, making digital content increasingly important in reaching younger audiences.

He said video content had become the language of younger generations, particularly Gen Z, whose media consumption habits differed from those of previous generations.

At a press conference later, Loke said the initiative was also aimed at reaching schoolchildren.

Monsta Studios is the Malaysian animation studio behind popular franchises such as BoBoiBoy and Mechamato, as well as Papa Zola The Movie.

Loke also thanked Monsta Studios for its willingness to establish the strategic collaboration with JPJ and the Transport Ministry, saying the partnership could pave the way for further cooperation between the public sector and creative industry.

“I hope this collaboration will serve as a catalyst for more partnerships between the public sector and the creative industry in delivering messages of public interest more effectively,” he said.