Umno Youth deputy wants discussion on party branding
Umno deputy youth chief Shahril Hamdan urged for a discussion on the party’s “branding” to youth voters in a bid to woo swing voters, whom he said will be the deciding factor in the next general election.
He said that while Umno could rely on delivering welfare services to constituents as its core strength, he doubted this would be enough to win over fence-sitting youth voters.
Umno deputy youth chief Shahril Hamdan urged for a discussion on the party’s “branding” to youth voters in a bid to woo swing voters, whom he said will be the deciding factor in the next general election.
He said that while Umno could rely on delivering welfare services to constituents as its core strength, he doubted this would be enough to win over fence-sitting youth voters.
In a statement today, Shahril postulated there are three types of voters – the hardcore supporters; those who neither support nor oppose any party; and a growing number of ‘cynics’ who resent all political players and would have to be persuaded not to give up on the political system.
He said the second and third categories of voters could be kingmakers, even if they might only make up only 30 or 40 percent of the electorate.
“They want hope. They want leadership. They want a vision with a clear theme and not just commentary on reactions to current affairs that die out when there are no more hot-button issues.
“We need to have a brand that can be communicated; a brand that can reach out to that 30 percent of swing voters. A brand based on a clear theme so the people can get a taste of Umno identity in the contemporary world,” he said.
He added that Umno should be devoting at least as much time developing pro-rakyat policies, as it does spend dwelling on political issues and manoeuvring.
Otherwise, and if Umno leaders become “full-time politicians” who are wholly preoccupied with their political ambitions, this can be a recipe for rejection by the people.
This is especially the case for youths, which most of whom do not wish to be beholden to any individual or party.
In the vein, Shahril proposed several policy areas that Umno should look into, namely the economy, housing, the National Higher Education Fund (PTPTN), policies for Sabah and Sarawak, and environment.
Among others, he said the usual promises of tax cuts and job creation would not suffice, nor would loans and grants for entrepreneurs because these would not solve structural issues.
“It needs to be appealing especially to youths to face a grim future if no action is taken; an appeal that would drive youths to place hopes for their future in Umno.
“What are examples of such appeal?” he asked.
He said the ideas proposed might be wrong, but what is certain is that discussion of Umno’s branding must start now.
“Because the current branding based on media reports often touches on party politics. There are already many party leaders who often speak of that issue; perhaps there is a need for some of us to focus on other issues.
“I’ll try, God willing. I hope friends in the party would like to get involved too,” he said.
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