The campaign was initiated by the government, and later was instilled through the school curriculum in Malaysia. It was seen as appropriate to today's environment for the benefit of the future.
Nilai-nilai Murni Campaign is one of the government's initiative to adopt and inculcate moral values into the realm of the mind, heart and soul of Malaysians, at all levels. The campaign aims to re-instill the sense of self esteem and the dependability of the community.
The virtues are values that allows an individual to be respected and play an active role in ensuring a harmonious society as well as contribute to the growth and development of society.
Feelings of love, compassion and a deep and lasting affection born out of a willing heart.
Continuous effort filled with the spirit of diligence, perseverance, initiative and dedication id doing things.
Kind, honorable, gentle and polite deneanour.
4. Mutual Respect
Appreciate and value individuals and social institutions to provide a decent service.
The ability and willingness to do something without depending on others.
Not being extreme in making judgements and actions whether in thoughts, speech or behavior without ignoring the importance of self and others.
7. Kind Hearted
Attitude of constant and genuine concern about the feelings and welfare of others.
Genuine feelings and behavior for the blessings and happiness aobtained.
9. Living in Harmony
Willingness to do things with a sense of belonging based on mutual interests to create harmony in society.
Attitude and behavior that demonstrate good faith, trust, and honesty without expecting any reward.