Four students from the Limkokwing University of Creative Technology (LUCT) used their personal experiences being bullied to win themselves the chance to have their work featured in Monster High’s advertising campaign next year.

The Monster High & Limkokwing Against Bullying Competition, supported by R.AGE, attracted over 100 creative entries from LUCT students, but it was the four members of Team Alpha who wowed the judges most with their short video submission.

“I think everyone has been bullied before, not just us,” said Team Alpha member Abudi Sumait, 22, from Yemen. “So the video we produced is something everyone can relate with.

“I was teased in school because I’m mixed – my father is Yemeni and my mother is from Indonesia. The other students used to say I didn’t belong with them, and that really hurt.”

The winning video, shot in just one day, was a moving montage representing the struggles of different young people being bullied in different ways.

“We portrayed the faces and emotions of people who were being bullied, based on our own experiences. That way, people can see and feel what it’s like being the victim,” added Abudi.
The winners of the competition were announced in an awards ceremony at LUCT’s Hall of Fame, where the finalists’ work were all screened.

The judging panel for the Monster High & Limkokwing Against Bullying competition, (from left) R.AGE editor Ian Yee, Mattel Southeast Asia brand manager Kelly Yip, Limkokwing University of Creative Technology associate vice president for talent & creative development Datuk Tiffanee Marie Lim, Miss Universe Malaysia 2010 Nadine Ann Thomas and stART Society vocal coach Grace Sng.

Kelly Yip, brand manager of Mattel Southeast Asia’s girls brands, which includes Monster High, said it was a tough decision for the panel of judges, which included herself, LUCT associate vice-president for talent and creative development Datuk Tiffanee Lim, Miss Malaysia Universe 2010 Nadine Ann Thomas, StART Society vocal coach Grace Sng and R.AGE editor Ian Yee.

“Team Alpha’s submission struck a chord for us, as their work brought out the true essence of Monster High which is to embrace the perfectly imperfect person that we all are,” said Yip.

Tiffanee takes on bullying
You might think she would’ve had a perfectly sheltered childhood being the daughter of Tan Sri Lim Kok Wing, but Datuk Tiffanee Lim admitted to R.AGE that it was far from the case.

After the finale of the Monster High & Limkokwing Against Bullying competition, R.AGE caught up with Tiffanee for a quick chat about her own experience being bullied as a child, and how she got through it:

Limkokwing University of Creative Technology associate vice-president for talent and creative development Datuk Tiffanee Lim, who hopes to encourage “conversations” about bullying, having been a victim herself in primary school.

What was your experience with bullying like?

I was bullied all the way through (primary) school. I hated school, all the way till I was 12. I wasn’t popular, and I was a bit overweight… I always felt awkward.

Was there a turning point for you, when things started getting better?

I had a lot of bullying in one school, and it made me pretend to be sick so I wouldn’t have to go. But when I moved to another school overseas, there was no bullying there – and then I started loving school! So I really know what bullying can do to you.

What would your advice be for people out there who’re going through the same thing you did?

My family helped a lot. I became best friends with family, because I had no real friends in school. So make friends with someone, like really true friends that you can talk to. That makes it easier.

What do you think about the R.AGE Against Bullying campaign?

R.AGE is in it for the right reasons. It’s not just PR. You genuinely want to help young people, and I think that’s great.

Why do you think bullying is such an important cause to address right now?

I don’t know anyone who hasn’t been bullied, so why not have a conversation about it? We’re at an age now where we can be more vocal, but tweens – they’re not ready. They don’t feel like they can speak up, so it’s important for us to have this conversation.”