Feedback from me (Sazli), first-time PSM volunteer on the ground for N.25 Kajang. As this is my first time volunteering on the ground, please forgive me if I seem to be out of touch or lacking in experience.

Campaign messages need to have some key differentiating factors, and given special emphasis very early on. For example, many common terms used in political campaign & manifesto (including the term “manifesto” itself!) have been hijacked and corrupted by career politicians / political parties in the past. So by now all manifestos look “likely false promises” to common folk, who already have been suffering from such political fatigue for years.

On the other hand, terms used in socialist/Marxist politics (such as capitalism, class struggle, workers rights, etc., even the term “socialist” itself!) are uncommon / foreign, and may not resonate - and even triggers phobia to certain people.

Thus, in our case, the differentiating factors I can see were:-

1. Local Candidate - Arul active in Kajang since 1991
2. Local Issues - Arul's past work in Kajang since then, including in MPKj council, and how manifesto continues this proven track record (not just empty promises)
3. A viable alternative to the national political drama of PN vs PH-BN - we have no interest in it, so can focus much better in local issues, and represent local people's interests impartially.

The way campaign messages are disseminated to public also needs to be diversified, also very early on. As with other political parties, official party social media posts do not resonate with common folk as they tend to see them as party propaganda. However if perceived non-political “influencers” pick up the same messages and post their own positive takes on them, it will resonate more to the public, and has more potential to be “viral” (organically, not artifically). For example, perhaps PSM non-member volunteers should be encouraged to not merely sharing the official party posts, but rewrite them on their platforms and in their own languages and literary style, to suit their respective audiences.