Advocating for Micromobility in East Malaysia
In early 2023, micromobility services in East Malaysia (Sabah & Sarawak) were banned. Authorities cited safety concerns and lack of regulation. For Beam Mobility, the challenge was to change this narrative. The goal was to demonstrate how micromobility could positively impact the local economy and environment. Beam needed to shift public perception and lobby for regulatory change to allow micromobility in the region.
To drive change, Beam launched a strategic PR campaign aimed at engaging media and gaining public support for micromobility. The goal was to show that micromobility was a sustainable, economically beneficial transportation option.
The campaign focused on these key strategies:
Media Familiarisation: Beam invited East Malaysian journalists to Kuala Lumpur to experience micromobility firsthand. Journalists were shown how Beam’s services benefited local tourism and businesses. They also toured Beam’s central fleet maintenance facility.
Op-eds and Articles: Beam spokespeople regularly contributed op-eds and articles in tier-1 media outlets. These pieces highlighted the benefits of micromobility and made the case that it could be a safer, more sustainable alternative to traditional transport.
Local Media Outreach: Beam targeted East Malaysian media to raise local awareness. This helped build support and increased public understanding of micromobility as a key part of the future transport infrastructure in the region.
The campaign successfully raised public awareness and influenced regulatory change. Here are the key results:
Significant Media Coverage: Beam’s efforts led to extensive media coverage in East Malaysian publications, which helped sustain momentum for micromobility. Monthly op-eds also kept the conversation alive and reinforced the benefits of the service.
Regulatory Change: Authorities in East Malaysia began to reconsider their stance on micromobility. As a result, Beam’s services are now available in Miri, UiTM Sabah, and UNIMAS Sarawak. This marks the beginning of wider adoption.
Growing Adoption: Beam’s services are now growing in popularity, especially in Sabah and Sarawak. The micromobility market in these regions is expanding, and authorities are seeing it as a sustainable solution for urban mobility.
Through targeted media outreach and consistent advocacy, Beam Mobility has established itself as a leader in the micromobility space, paving the way for its adoption in East Malaysia.
