For Dr M Premikha, a young doctor featured by Tamil Murasu in SPH Media’s inaugural Know What They Know (KWTK) campaign, journalism is not just about staying informed, but also about staying connected to the people she serves.
Running from Dec 26 to Feb 16, 2026, the KWTK campaign brings together SPH Media’s titles, including The Straits Times, Lianhe Zaobao, The Business Times, Berita Harian, and Tamil Murasu (TM).
Through real-life personalities from diverse fields, the campaign highlights how journalism shapes perspectives, supports decision-making, and stays relevant across different life stages.
Representing TM is Dr Premikha, whose work sits at the intersection of public health, youth leadership, and language advocacy. In the campaign’s brand video, she reflects on medicine beyond statistics. “Behind every medical record is a human life’s story, family, work and community,” she noted.
For her, true healing begins with listening. That belief was tested most profoundly during the Covid-19 pandemic when she worked on the ground at migrant worker dormitories: an experience she describes as one of the most defining moments of her career.
Language, she explains, played a crucial role. Tamil was not merely a tool for communication, but a bridge to understanding fears, struggles, and hopes. “It’s not just a common language, it’s shared understanding,” she said. “In healthcare, that connection can make all the difference.”
Dr Premikha’s relationship with TM runs deep. As a former intern with the newsroom, she developed an early habit of reading the news, strengthening her Tamil language skills while staying closely attuned to community concerns. To her, language is more than communication: it is a gateway to culture, history, and identity.
The KWTK campaign will be showcased across SPH Media’s platforms and will also extend to external touchpoints such as bus stops, train stations, office buildings, and shopping mall screens, bringing its message to life through impactful videos and posters.
Through voices like Dr Premikha’s, KWTK reinforces SPH Media’s role not just as a source of information, but also as a trusted presence that connects communities, empowers audiences, and inspires informed citizens.
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17 Dec 2025 18:38
