Kuala lumpur: The Social Welfare Department (JKM) has received recognition from the Malaysia Book of Records (MBOR) after its Child Protection Advocacy Programme, Kasih Kanak-Kanak, was listed as ‘The Largest Child Protection Advocacy Programme’ in the country. Deputy Women, Family and Community Development Minister Datuk Seri Dr Noraini Ahmad announced that the programme reached 337 schools and benefitted 128,148 children in 2024, surpassing the initial target of 300 schools.
According to BERNAMA News Agency, the programme also promotes community engagement, notably through the reporting of abuse cases via Talian Kasih 15999. Dr Noraini emphasized that this recognition is a testament to the dedication of all involved in strengthening child advocacy. She highlighted the programme’s alignment with the Child Act 2001 in protecting children from abuse, neglect, and exploitation.
The National Children’s Day 2025 celebration, where the announcement was made, was officiated by Datuk Seri Dr Wan Azizah Wan Ismail, Bandar Tun Razak Member of Parliament and spouse of the Prime Minister. Dr Wan Azizah called for collective efforts to ensure the safety and future of children, emphasizing the theme Hari Ini, Suaraku, symbolizing the importance of listening to children’s voices.
Dr Noraini further noted the programme’s growth, with participation expanding to 517 schools and 44 Children Activity Centres (PAKK) in 2025, surpassing the target of 30 centres. Nearly 62,000 children benefitted from the programme this year alone, excluding the 2024 total. The programme’s success is attributed to cooperation with the Education Ministry, Royal Malaysia Police, Malaysian Communications and Multimedia Commission, and Child Protection Teams.
This year’s National Children’s Day featured 1,000 participating children and included awards in seven categories, such as the Hang Tuah Medal and Children’s Special Award, acknowledging outstanding achievements by children and NGOs. Dr Wan Azizah stressed the importance of nurturing children to realize their potential, recognizing them as the nation’s future leaders.