Slogan

In line with current developments in our country, the Government has introduced the 1 Malaysia Idea with the National Slogan, `1Malaysia: People First, Achievements Prioritized' in 2008. This slogan can be simply translated as giving emphasis to government agencies to strengthen the Delivery System as a whole in all aspects of the administration of Government organizations in accordance with the aspirations
people and one of the elements emphasized is `Speed'.
 
In line with this desire, YAS Dato' Wan Mohd Nor Bin Hj. Ibrahim, Director General of the Malaysian Fire and Rescue Department after taking over the reins of the highest leadership of the Department on 1 November 2010, introduced the new slogan of JBPM which is "Cepat dan Mesra" (action) or in English "Fast and Friendly" in his keynote speech on 4 November 2010, in conjunction with the Meeting with Senior JBPM Officers at the Malaysian Fire and Rescue Headquarters, Putrajaya along with the existing slogan which is `Ready to Rescue' (Desire). This slogan is more appropriate and accurate according to current developments in the context of the National Global Policy

This slogan encompasses two actions, namely `Fast' and `Friendly'.

Fast can be interpreted as a (human) action that is swift or quick and contains quality elements such as efficiency, fitness and skill (Reference: 1. Kamus Dewan; and 2. Kamus Besar Bahasa Melayu Utusan);

Friendly is an adjective that means a feeling or relationship that is harmonious, true, close and intimate (Reference: 1. Kamus Dewan; and 2. Kamus Besar Bahasa Melayu Utusan);

As an agency whose core service is offering emergency and fire safety services, the elements of speed and friendliness are of course prioritized.

Fast

JBPM basically offers various types of activities or services to the public. The main activities are Fire and Rescue Operations and Fire Safety which are closely related to the safety of life and property during emergencies or non-emergencies. These two main areas of service are directly related between the public and JBPM and the people's aspirations towards the Department are increasing in terms of the quality of services offered.

In fire operations, the speed of action starts from the moment the emergency call is received until the operation is completed. Every movement of the fire officer must manifest the element of `sense of urgency' in any action of the team.

Quick action displays the spirit of working from an individual to the entire organization. It is closely related to efficiency and skills in the process of completing a service and responsibility. Speed can simplify and expedite the process of an application and save time for the Department's customers. It is a pillar of public trust and confidence in the professionalism and competence and credibility of the Department.

Although speed is especially (vital) in daily work matters, it should not ignore important provisions such as regulations, legislation, standing orders or others in the relevant scope; which are enforced by JBPM. What is important is that all JBPM employees are required to have the nature or `mindset' to facilitate the public in any situation or activity carried out. With this `mindset', then automatically the work carried out will be accelerated for the good or benefit of the public.

Friendly

The friendliness of the JBPM organization staff can establish the Department from the public's perspective towards a positive work culture and the concern of this organization in daily affairs. JBPM as a uniformed agency, is always seen as a serious government agency, is `authority' and is not easy to approach in daily affairs with the Department's customers. Therefore, the Friendly element must be fostered in this organization. Friendlyness can be shown through good service, quickly managing a matter, understanding the needs of customers, always wanting to help and having in-depth knowledge. These criteria will make the public feel comfortable dealing with the Department because their affairs are simplified.

The `No Wrong Door' policy is one of the policies that prioritizes friendliness in Government administration which is very relevant to this JBPM Slogan. All JBPM staff should appreciate this policy and make it a practice in carrying out their duties and responsibilities.

The slogan "Fast and Friendly" is hoped to be a driving force for all JBPM employees in their efforts to improve service quality by changing towards a more pragmatic work style based on speed and friendliness. Work practices that like to wait and procrastinate should be eroded and eliminated in this organization while customer satisfaction should always be prioritized.