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The Malay rhythm takes part in land-and-forest fire prevention effort through latest radio jingle reminding Riau community to prevent fires

Posted: Mar 16, 2021 2 minute read SMART

Pekanbaru, 16 March 2021 – The latest radio jingle presents the beauty of Malay ethnic music in educating people on the importance of land and forest fire prevention.

As an inseparable part of Indonesian cultural identity, ethnic music speaks to audiences with aesthetic values and puts across moral messages to the community. With this in mind, Sinar Mas Agribusiness and Food released a jingle on land and forest fire prevention this year as its latest effort in conducting public education regarding land and forest fire prevention.

The Company worked closely with young Indonesian artists and Malay community representatives in the process of creating the jingle.

“Mari kite jage keluarge kite dari asap dan kebakaran hutan (Let’s protect our family from haze and forest fire)”.  That was the message conveyed by the Malay community representatives involved in the jingle making. The Malay community along with other ethnic groups in Indonesia believe that practicing the burning method carelessly will do harm not only to themselves, but also to their beloved family, other people and the environment.

Sinar Mas Agribusiness and Food has collaborated with local government’s as well as private radio stations to broadcast the forest-and-land fire prevention jingle across Riau during the month of March. Riau is one of the Company’s operating areas which is prone to fire and has become the focus of a series of land-and-forest fire prevention initiatives taken since 2016, namely the Desa Makmur Peduli Api (DMPA) programme.

“We expect that this call, presented in traditional language and packed with local ethnic music, is capable of effectively delivering the message that we must take actions in mitigating land and forest fires this year,” said Pak Agus Purnomo, the Managing Director for Sustainability at Sinar Mas Agribusiness and Food.

The land and forest fire prevention jingle can be downloaded for free from the Company’s land-and-forest fire prevention page at

Educating the community and getting them to quit the irresponsible burning method takes a long process. Land burning has become such a habit among some of the Indonesian community, particularly in preparing farmland, that it will take a considerable length of time to change.

The Company’s additional effort to support Riau community in preventing land and forest fires includes the alternative livelihood programme which has run since 2019. The community receives facilitation and assistance in sustainable farming without burning by planting red gingers.

When Covid-19 turned into a full-blown pandemic in 2020, the demand for red gingers increased and thus providing the community with economic benefits. A farmers’ group could harvest a total of 62 tonnes of red gingers, generating an additional income of IDR 15 million per family.

The company also provided training for elementary school teachers through online workshops on land and forest fire prevention in 2020. Over 200 teachers from Sumatera participated in this activity.



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