J-Kom director-general Ismail Yusop said people understood schemes like the Rahmah Sales programme and Sumbangan Asas Rahmah (SARA) cash aid, but many were still unclear about the bigger idea behind “Malaysia Madani”.

“More than two years on, people are still asking what is ‘Malaysia Madani’. They know about the Rahmah Sales and SARA, but don’t see that these are part of a wider national vision.

“To me, it is important that we explain the idea behind the concept to the rakyat,” he told reporters at an event in Taman Sentosa here.

Ismail said Malaysia Madani is not just a slogan but a deeper philosophy for the country’s future, put forward by the prime minister.

“That message and narrative must be conveyed to the people on the ground,” he added.

Ismail, who took over as J-Kom chief nine months ago, said the department has shifted its approach to focus on ground outreach rather than replying to the opposition’s attacks.

“If we respond, we fall into a defensive mode. That’s what the opposition wants, to distract us. I would rather we speak to the people directly,” he said.

He added that J-Kom now acted as the government’s voice as a whole, and not just a tool for one political party.

“No one party dominates now. J-Kom represents the government, regardless of which party,” he said.