Tenom: Pakatan Harapan’s candidate for the Melalap seat, Datuk Jamawi Jaffar, is adopting a people-centric campaign strategy by fully leveraging social media as his primary communication platform throughout the campaign period.
He said the shift in voter behaviour — especially among younger voters who increasingly rely on digital platforms for information — encouraged him to adjust his communication approach to be more interactive and accessible.
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“Young voters prefer social media and many rarely attend physical ceramah. That is why I allocate one hour every night, from 8pm to 9pm, to livestream on Facebook and TikTok.
“At the same time, we continue on-ground engagement with small groups,” he said when met at the Harapan Urang Sabah programme, attended by Pakatan Harapan Chairman Datuk Seri Anwar Ibrahim, at Dewan OKK Sanggau Jalang, Melalap.
In addition to sharing development plans and addressing local issues through creative videos and livestreams, Jamawi incorporated music as a unique element of his digital campaign identity.
Songs familiar to the people of Melalap — often heard at village festivities, youth events and community gatherings — are used as background tracks for his content to strengthen the narrative and attract viewers.
He said this approach not only adds vibrancy to the campaign style but also helps build stronger emotional connections with local voters. The familiar atmosphere, memories and local identity conveyed through music make development messages easier to absorb.
According to Jamawi, the combination of interactive digital content and cultural elements has opened up a more dynamic two-way communication channel, allowing Melalap residents to voice their views and concerns directly without formalities.
He believes this more inclusive, fast and user-friendly communication strategy will help deliver Melalap’s development agenda more effectively ahead of the 17th State Election.
At the same time, Jamawi expressed his appreciation to the Prime Minister and Pakatan Harapan Chairman Datuk Seri Anwar Ibrahim for making his first-ever visit to Pekan Melalap to personally engage with the people of Tenom.
“The Prime Minister’s presence not only boosts the morale of Pakatan Harapan’s machinery but also reflects the commitment of the federal leadership to understand the pulse of rural communities,” he said.
“The support and attention given to Melalap show that rural development remains a key priority for the Government,” he added.
He said the visit also provided an opportunity to highlight local issues to the Federal Government, particularly those related to basic infrastructure, rural economic opportunities, education development and youth involvement.
Jamawi expressed confidence that the attention given by the country’s top leadership will bring long-term benefits to the people of Melalap.
