In the times of Social Media, when many a ‘Do Good’ causes and petitions vie for our attention every day, Edelman along with Novartis Malaysia have embarked upon a more ‘Real World Brand Activism’ path of championing the cause of an estimated over 500,000 Psoriasis Heroes.
Aptly titled ‘Be Pso Positive’, the platform unlike most cause-based campaigns is working towards creating real world actions for enhancing the lives of those who take this medical condition in their stride and continue to pursue their individual aspirations and passion.
Encouraged by last years’ initiative of convincing Psoriasis patients to confidently face the limelight through an interesting ‘ramp walk based photography session’, this year Edelman in active collaboration with Novartis and Psoriasis Association of Malaysia decided to push the envelope by kickstarting a petition to make Psoriasis treatment more accessible to all.
Commenting on the initiative, Mazuin Zin, Managing Director Edelman Malaysia shared, “Music we believe has the power to both heal and make you feel for something that might not otherwise affect our lives. A reason we decided to anchor our activism around scripting perhaps the world’s first musical petition celebrating the lives of our Psoriasis heroes, their beliefs and aspirations. This truly is a demonstration how a brand walks the talk on its purpose in order to create an earned attention.”
As she further elaborates, “The very act of sitting down with those braving this medical condition and penning down their life’s aspirations with a professional lyricist brings out the key aspect that this medical condition is much deeper than a mere skin condition. Through this musical journey we wish to educate both the sufferers and their caregivers the aspect of how this condition can have much deeper manifestations in terms of psoriatic arthritis, cardiovascular diseases, diabetes and depression, among others.”
On this initiative Edelman collaborated with celebrated Malaysian singer and songwriter Zee Avi. The much-awaited music video will be out next week.
You can view the Insights workshop with Zee Avi here.