Exercise 1: Market Research (Angelina Elisha anak Aredyjoy 0139026)

NGO Introduction

1.   What is Women’s Aid Organisation (WAO) about and who does it stand for?

Women's Aid Organisation are the largest service provider in Malaysia that provides free crisis support services, such as hotline, shelter, counselling, social work and empowerment programmes, to women and children who suffer from domestic violence (WAO, 2024). WAO stands for women, girls, and all individuals affected by gender-based violence and discrimination in Malaysia.

2.   When did WAO established and who is the founder of WAO?

WAO was founded in 1982 by a group of Malaysian women’s rights activists, including Dato’ Noor Farida Ariffin, who recognised the urgent need for support services for survivors of domestic violence (WAO, 2012). WAO is based in Petaling Jaya, Selangor.

 

3.   Where is the WAO based in?

WAO is based in Petaling Jaya, Selangor, a strategic location that allows it to have access to key institutions such as government ministries, hospitals, courts, and media agencies (WAO, n.d.-a).

 

4.  How does WAO’s location influence the reach and accessibility of its services across different regions in Malaysia?

Although it is located in Petaling Jaya, Selangor, WAO recognises the challenge of reaching survivors in rural areas or East Malaysia, where there is limited access to services. To address this problem, WAO has expanded its reach through digital platforms, such as its Think I Need Aid (TINA) chatbot and virtual counselling services, ensuring support is accessible nationwide regardless of location (WAO, n.d.-b). 

 

Evolution Journey

5.  How has WAO’s evolution over the years strengthened its ability to tackle gender-based violence from multiple angles, including individual, institutional, and societal?

“Initially, we started off with a shelter, providing services, taking on calls and handling cases regarding gender-based violence. Years later, we developed our advocacy department. This department is basically where we advocate and push for public policies. We do campaigns, raise awareness. We also have our capacity building department. This department is in charge of training grassroots, schools and universities students, government, and also corporate” (Tamyra,  personal communication, July 2, 2025).

 

6.   What kind of professional support services did WAO develop over time?

In order to help women and children impacted by domestic abuse, WAO has developed a variety of professional support services over the years, such as crisis shelter, legal aid, counselling, case management, and childcare support. They have also introduced digital tools like Think I Need Aid (TINA) in 2014, to make appointments for face-to-face consultations, and obtain other services such as shelter and social work (WAO, 2023).

Core cause and SDG

7.   What is the core cause championed by the WAO?

The core cause championed by the WAO is the elimination of violence against women and girls, and the advancement of gender equality in Malaysia. In order to address the problem of sexual harassment, emotional abuse, domestic violence, and discrimination, WAO advocates for legal reform, provides comprehensive survivor support, and runs public awareness campaigns to change gender stereotypes (WAO, 2023).

 

 

8.  Which United Nations Sustainable Development Goal (SDG) does WAO’s work most closely align with?

WAO most closely aligns with Sustainable Development Goal (SDG) 5: Gender Equality, which seeks to achieve gender equality and empower all women and girls (WAO, 2022b).

 

9.   How does WAO contribute to achieving this SDG in the context of Malaysia?

WAO contributes to this goal by providing services for survivors, such as shelter, legal aid, counselling, and advocacy, while also pushing for legislative reforms like the Domestic Violence Act, Anti-Stalking Law, and Sexual Harassment Act in Malaysia (WAO, 2023). In order to directly support the growth of women's rights and safety, WAO also works with companies and institutions to promote gender-sensitive policies and raises awareness through public campaigns (WAO, 2023; United Nations, 2023).

 

10. How do WAO’s education campaigns and workplace gender-sensitivity programmes contribute to achieving SDG 16: Peace, Justice and Strong Institutions?

WAO contributed by encouraging a safer environment and strengthening institutional responsibility. In 2023, WAO collaborated with six organizations, including Sri KDU International School, Bos Wealth Management Berhad, Berjaya Sompo Insurance Berhad, OCBC Bank Malaysia, National Institute of Occupational Safety and Health (NIOSH) and AVEVA, to provide gender-based-violence-focused awareness workshops that attracted more than 500 attendees (WAO, 2023). In line with SDG 16 objectives, these initiatives not only promote inclusive workplaces, but also increase institutions' ability to respond to and prevent violence.

 

11. Can WAO’s initiatives to empower women economically and socially be seen as supporting SDG 1 (No Poverty) and SDG 10 (Reduced Inequalities)? If so, how?

Yes, it can by assisting victims of gender-based violence in regaining their security, stability, and ability to access services for support. In 2023, WAO directly addressed the vulnerabilities that lead to poverty by offering women case management, counselling, legal assistance, and shelter to help them rebuild their life following violence (WAO, 2023). WAO also collaborated with corporate partners to promote safe and welcoming work environments, supporting systematic initiatives to lessen social and gender inequality (WAO, 2023). These initiatives facilitate women's social and economic reintegration, which aligns with SDG 1 and SDG 10.

Mission and vision

12. What is the mission of WAO and what was the reason behind it?

     WAO’s mission was to promote and create the respect, protection and fulfilment of equal rights for women and to work towards the elimination of discrimination against women, particularly the elimination of violence against women (WAO, 2024). This mission was born out of a pressing need in the early 1980s, when survivors of domestic violence lacked legal protection, social support, and safe spaces.

 

13. What is the vision of WAO and what was the reason behind the outcome of the vision?

WAO’s vision was to create a society that upholds the principles of substantive equality where all women enjoy their human rights in every sphere (WAO, 2024). This vision was formed in response to Malaysia’s historical neglect of gender-based violence and the absence of public support structures for survivors.

 

14. Does WAO foresee any vision in the future? If yes, what is WAO’s vision for the future?

Yes, they do. Their future vision was to create an equal and inclusive Malaysia in which all forms of gender-based violence and discrimination are reduced and eventually eliminated, and where women’s and girls’ rights in all aspects of life are protected, recognised, and celebrated, through sustainable social impact.

 

SWOT Analysis

15. What are the strengths of WAO’s financial management in terms of diversifying income sources across public donations, corporate partnerships, and external grants?

“We rely on donations which help with our shelter. For shelter and services, we usually inform others that they can either give cash, or either donate to us through bank account or donate in terms of stuff, such as personal and daily essentials. As for staff salaries, it is mostly paid by big corporate funder, which is Yayasan Sime Darby. While funds for campaigns and research project, we will get them from external funder from universities or government grant” (Tamyra,  personal communication, July 2, 2025).

 

16. What internal cultural strengths allow WAO to maintain a motivated and tightly connected team committed to social impact?

“We are not very corporate in our culture, so that’s one thing that keeps us going. We have this inclusive and very open minded environment, which allows and encourage people to share their opinions. Everyone in the office are also very close and interconnected with each other. Plus, the purpose of this organisation ,which is to help and make a difference in this society, are what keeps us motivated and going on” (Tamyra,  personal communication, July 2, 2025).

 

17. How might economic uncertainty or donor fatigue affect WAO’s funding sustainability?

Economic uncertainty may reduce business’s CSR budgets and individual donations. On the other hand, prolonged exposure to social concerns may also lead to donor fatigue. These challenges put WAO’s ability to scale outreach, also maintain services at risk due to its heavy reliance on external funding.

 

Creative Campaigns

18. What is the main objective of the “Burger Queen” campaign launched by Burger King and WAO?

The main objective is to celebrate and uplift women and social workers, recognising their invaluable contributions to society. Through the “Burger Queen” campaign on International Women’s Day, Burger King distributed 200 Chick’n Crisp™️ burger sets to social workers and launched a one-day promotion offering complimentary soft serve desserts to women who purchased set meals over RM 10.00 (ikalmayang, 2024).

 

19. Why did Burger King choose to support social workers in particular, and how does this align with WAO’s mission?

Social work in Malaysia is still not officially recognised. In partnership with WAO, a cash donation was made through its “WePledge: Step Up” programme to support advocacy efforts and highlight the essential role social workers play in helping women and children survivors of violence (ikalmayang, 2024). This initiative aligns with WAO’s mission to empower women and support survivors through professional social work.

20. What was the objective behind the Mediabrands Content Studio (MBCS) and WAO “Love Bombing” campaign back in 2023?

The campaign aimed to raise awareness of domestic violence and abuse, specifically the toxic nature of love bombing, during Domestic Violence Awareness Month in October. This campaign also encourage society to acknowledge that love bombing is considered as a serious form of abuse (Campaign Brief Asia, 2023).

21. Why did MBCS collaborate with WAO on this campaign?

MBCS partnered with WAO to educate the public on psychological and emotional abuse, particularly love bombing, which is often unrecognised but deeply harmful. The collaboration was part of WAO’s broader mission to prevent violence against women and support survivors through advocacy and awareness (Campaign Brief Asia, 2023).

 

Individual Reflection:

While conducting a market research on Women’s Aid Organisation (WAO), I have gained valuable insights and better understanding of their work in defending women’s rights and combating gender-based violence in Malaysia. It also increased my awareness of the influence NGO may have on bringing about social change. Moreover, it also improved my research and analytical skills, as well as my professional communication and interviewing skills, especially in reaching out to WAO and conducting an effective information-gathering session.

  

Reference List

Campaign Brief Asia. (2023). MBCS and the Women’s Aid Organisation in Malaysia highlight the toxicity of love bombing. https://campaignbriefasia.com/2023/10/25/mbcs-and-the-womens-aid-organisation-in-malaysia-highlight-the-toxicity-of-love-bombing/

ikalmayang. (2024). Serving Up Support: Burger King and Women’s Aid Organisation Collaborate for International Women’s Day. 2CENTS. https://www.2cents.my/2024/03/07/serving-up-support-burger-king-and-womens-aid-organisation-collaborate-for-international-womens-day/

Women’s Aid Organisation. (2012). WAO celebrates 30 years of empowering women. Women’s Aid Organisation. https://wao.org.my/wao-celebrates-30-years-of-empowering-women/

Women’s Aid Organisation. (2022a). Annual Report 2021. https://wao.org.my/wp-content/uploads/2022/05/AR2021-17May2022.pdf

Women’s Aid Organisation. (2022b). WePledge 2022. https://wao.org.my/wp-content/uploads/2022/06/WePledge-2022-1.pdf

Women’s Aid Organisation (WAO). (2023). About Us. https://wao.org.my

Women’s Aid Organisation. (2024). Annual Report 2023. Women’s Aid Organisation. https://wao.org.my/wp-content/uploads/2024/05/Annual-Report-2023-2.pdf

Women’s Aid Organisation. (2025). Annual Report 2024. https://wao.org.my/wp-content/uploads/2025/05/WAO-Annual-Report-2024.pdf

Women’s Aid Organisation. (n.d.-a). Contact us. https://wao.org.my/contact-us/

Women’s Aid Organisation. (n.d.-b). Our services. https://wao.org.my/our-services/

 

Interview: