THE Deputy President of Muda was recently quoted to have said Muda is only targeting Barisan Nasional (BN) and Perikatan Nasional (PN) seats in the coming General election.

It is common knowledge that the Umno led BN coalition draws their support mainly from the semi-urban and rural areas, owing to the strong network they have built over the last 60 years in these areas.

If Muda were to target such seats, they should start by understanding how rural audiences differ from the urban audience they communicate with regularly and, equally important, how they may be similar.

Home state, prevalent industries, economic prosperity, proximity to urban centres and other factors can all matter a great deal.

But here’s another truism, rural communities account for most of the seats won by the Umno / BN coalition.

Advocacy in rural areas has much in common with advocacy anywhere in the world. They are not quick to buy into national narratives.

In fact, the urban-versus-rural storyline is downright harmful and inaccurate most of the time to our nation’s collective political and economic future.

Rural voters often have additional state and local issues that they care about deeply. Decisions that impact local and regional business, employment, wages and property values, from highway construction, mining, drainage and logging, which are extremely important to these rural communities.

Create a list.

Then start with a digital petition on any issues that are close to the people in rural areas. It is far more efficient at attracting new advocates than other types of campaigns.

Concurrently, seek the assistance of the Auntie and Uncle Brigade in an outreach program comprising a mobile and print campaign, possibly a door to door visit – which has a number of advantages for reaching a rural audience. 

Reach out to the rural voters by explaining how their grandchildren and great grandchildren will be affected if the country were to persist on its current trajectory.

That type of one-on-one communication with people who haven’t been engaged in the political process before, was and still is a hallmark of Umno’s strategy in maintaining and sustaining a support base amongst rural voters.

The periodic texts send through to the people by the Ministry of Health during the height of the pandemic with reminders was very effective in reaching out and creating widespread awareness amongst the people in rural areas.

It will be hard for the Auntie and Uncle Brigade as rural areas are deeply gerrymandered in favour of Umno and politicians have long used the racial dog whistle to attract rural voters and it is shown to be effective.

If Muda can reach out to rural audiences on their terms and reference their local issues, it will be on its way to building authentic relationships that will boost engagement where it counts the most.

Offer Muda as an “alternative” to the coalitions led by PKR, Umno and Bersatu.

Share with the rural voters that Muda aims to support poor and working-class communities to grow a multiracial and progressive coalition in governing the country.

Can Muda, working on a shoestring, change minds?

The main message to the rural voters which Muda should convey is that regardless of race and religion, every Malaysian wants a shot at a decent life.

But instead those in power use racism to distract us while they ransack and purloin the country’s treasury for themselves and their cronies.

Because of this, Muda should work with rural communities to return the country to its destined path.

If Muda works quickly, it could have a real opportunity to impact the coming General election. Winning the seats it plans to contest wouldn’t be the only important accomplishment.

FLK reads The Malaysian Insight

* This is the opinion of the writer or publication and does not necessarily represent the views of The Malaysian Insight. Article may be edited for brevity and clarity.