Abstract
The topic of da’wah is a crucial pillar that underpins effective and sustainable communication between the preacher and the target audience. Understanding the local wisdom practiced within communities is vital, as it can serve as meaningful discourse in da’wah, making messages more relevant and impactful. Recognizing and utilizing indigenous knowledge allows preachers to tailor their approaches to resonate deeply with community values, especially when engaging with indigenous groups. Therefore, this paper examines the local wisdom of the Semai community in Cameron Highlands, Pahang, as a basis for da’wah communication. Using a qualitative content analysis approach, data were gathered through document review of journal articles and in-depth interviews with six Semai informants. Thematic analysis identified six key categories of local wisdom: hand skills, philosophy, social practices, leadership, medicinal knowledge, and survival skills. These elements reflect the community’s cultural identity and offer valuable topics for da’wah. The study underscores that preachers’ understanding of local wisdom is essential for crafting relevant, respectful, and effective messages. Such knowledge not only enhances communication and community engagement but also aids in documenting and preserving their cultural heritage. Incorporating local wisdom into da’wah strategies fosters stronger connections, ensuring the message’s longevity and the community’s cultural continuity.