Abstract—Since Dato Seri Mohd Najib became the Prime Minister of Malaysia, he has based his administration on the slogan of 1Malaysia. 1Malaysia is an important agenda aimed at driving the country towards a developed nation status. Since it is a new approach, we are still not sure whether this concept are accepted or not by the people as a tool of change, development and integration. It is the intention of this study to identify the strategies adopted by the Information Department (a department under the Ministry of Information, Communication and Culture) to promote the campaign, the obstacles they faced, and the people's perception. To analyze the strategies and challenges, this study obtained information through interview with representative from the particular department. Meanwhile, a survey has been conducted covering respondents of the three major ethnicities, namely Malay, Chinese and Indian (n=90). From the empirical research done, a majority of the respondents indicated positive perception on this campaign and hope it will continue. Information Department is also actively conducting various activities in promoting the 1Malaysia campaign. Since the campaign seems to have garnered the people‘s support, this campaign should be continued with a variety of programs and approaches, so that all Malaysians can benefit from it. Index Terms—Campaign, public perception, public opinion. I. INTRODUCTION Malaysia is currently governed by Dato Seri Najib bin Tun Abdul Razak; Malaysia sixth Prime Minister. He leads lots of new changes; due to the way Malaysia experienced globalization. With the slogan of 1Malaysia, he tries hard to improve the life of Malaysians. His mission in leading this country was visualized in what he called National Key Result Area (NKRA), Government Transformation Program (GTP) and Economy Transformation Program (ETP) and many more. II. PROBLEM STATEMENT AND OBJECTIVE OF THE STUDY In a study conducted by the Merdeka Centre (an opinion research firm) in [1], said that, only 39% out of 100% of the Manuscript received May 6, 2013; revise July 25, 2013. The title of the paper is A Study of the Malaysia Campaign Promotion by Information Departmentand An Exploratory Survey on the Public Perception. Isma Zuriyya Ismail is a Junior Lecturer at Broadcasting Department, Faculty of Communication and Media Studies, University Technology MARA, 40450 Shah Alam, Selangor, Malaysia (e-mail: isma.zrya@gmail.com). Zaiha Ahmad is the Head in Centre for Mass Media Studies at Faculty of Communication and Media Studies, University Technology MARA, 40450 Shah Alam, Selangor, Malaysia (-email: zaiha_08@yahoo.co.uk). non Bumiputra do accept the 1Malaysia. What is the most upset about the figures is that, another 16% of the non Bumiputra did not even know what the 1Malaysia is about. Apart from this hard transformation effort, Malaysia also experienced a few illegal demonstrations from the Non Government Organizations. As example, the Malay, Chinese and Indians did get involved in Bersih 1, Bersih 2, and Bersih 3 demonstration which done in order to against the government administration. In Selangor, the 1Malaysia banner or advertisement is prohibited. Besides, Chinese loves to socialize within the Chinese only, and the same goes to the other races. Thus, the probability of exercising ethnocentrism may occur and this can lead to stereotyping or discrimination towards other races as well. We always experience that most campaigns done by the government were less attractive. Although governmental campaign brings just a simple public service announcement message, but it should applies commercial strategies in order to promote and market the campaign. Especially in the 1Malaysia Campaign, it needs more human communication in order to make the campaign closer to the people. Therefore this paper tries to identify two things. First it would like to recognize how the Information Department (a department under Ministry of Information, Communication and Culture of Malaysia who responsible in increasing the understanding, support, confidence and community involvement towards the Government policies and programs) promote the 1Malaysia Campaign to the people. Second, this study also distinguishes the public perception on the 1Malaysia Campaign. The research questions driving this study are as follow:  What are the strategies used by Information Department to promote the 1Malaysia Campaign?  What are the obstacles that the Information Department faces in promoting 1Malaysia Campaign?  How does the 1Malaysian public perceive the 1Malaysia Campaign? III. 1MALAYSIA CONCEPT "1Malaysia is a concept to foster unity among Malaysians of all races, based on several important values which should be the practice of every Malaysian [2]." That is what Dato Seri Mohd Najib emphasis on his concept of 1Malaysia. Since he takes over the government in 2009, he had introduced a concept called 1Malaysia in order to create oneness. Dato Seri Mohd Najib also explains that, to participate in this concept, every single individual, regardless of races and religion, should stand, think and act A Study of the 1Malaysia Campaign Promotion by Information Department and an Exploratory Survey on the Public Perception Isma Zuriyya Ismail and Zaiha Ahmad International Journal of Social Science and Humanity, Vol. 4, No. 2, March 2014 83 DOI: 10.7763/IJSSH.2014.V4.323