KUALA LUMPUR: Animation studio Monsta recently released a new public service announcement starring Boboiboy's Papa Zola and his adorable daughter Pipi Zola.  

The short episode is a collaboration with the United Nations Development Programme (UNDP) in Malaysia to raise awareness on river conservation.

Titled Sungai, Nadi Kehidupan Kita, the computer-animated clip follows the duo Papa Pipi's camping trip by the river as they discover the harmful effects of water pollution on living creatures in the ecosystems and its surrounding communities.

In line with the United Nations Sustainable Development's Goal 14: Life Below Water,  the campaign serves to emphasise that positive behavioural change is the vital key to solving the world's most pressing environmental problems.

By presenting this message in a simple yet entertaining manner using Monsta's trademark humour, UNDP Malaysia seeks to inspire and educate positive behaviour change amongst the public, especially the young, and encourage community ownership in protecting Malaysia's rivers.

Monsta CEO Nizam Abdul Razak said: "We are very happy to collaborate with UNDP to spread awareness about river conservation and present it in an entertaining and easy-to-understand way."

"Papa Pipi has always been about spreading positive messages, whether it's something as simple as the importance of spending time with your children, or even bigger topics such as taking care of the environment," he added.

Malaysia has some 157 river systems, as well as a variety of tropical wetlands, forests and marine ecosystems, and is recognised as one of 17 mega-diverse countries in the world.

The river systems provide ecosystem services benefiting both rural communities and urban societies, including water supply, artisanal fisheries, the aquarium fish industry, transport routes, tourism and recreation.

However, Malaysia's rivers face threats from a wide range of pressures that threaten their biodiversity and ecological stability, with ongoing loss of fresh water flora and fauna species, and deterioration of river quality which left unmanaged can lead to socio-economic losses at the expense of people's wellbeing.

An estimated 80 per cent of marine and coastal pollution originates on land — including agricultural run-off, pesticides, untreated sewage and solid waste such as plastics.

"For protecting rivers, building communities' sense of ownership is important. We need to build awareness of conservation and galvanise communities to take action.

"We hope our audience will heed Papa Zola's call to take better care of our rivers," said Niloy Banerjee, UNDP Resident Representative for Malaysia, Singapore, and Brunei Darussalam.

Monsta also recently produced the Covid-19 PSA Duduk Diam-Diam! Jauhi COVID-19!, and the catchy music video Ayuh Cuci Tangan! featuring Papa Pipi.