The Celebrating Heroes Campaign – dedicated to saluting Covid-19 frontliners and collecting funds for Covid causes, has officially ended recently with a cheque handover ceremony, which was held at the Malaysian Digital Economy Corporation (MDEC) office in Bangsar South.
The entire donations were presented in equal amounts to two NGOs involved in Covid-19 relief work; Mercy Malaysia and IMARET (IMAM Response & Relief Team). Over 200 screens carried the campaign over two weeks managed by Location Media Xchange (LMX), a subsidiary of Moving Walls Group, together with key marketing communication industry leaders. The Campaign raised MYR 105,000 in total.
The campaign comprised messages of appreciation to frontliners which were projected on digital screens across many locations nationwide. The creatives were developed by 4As Malaysia / HAVAS Immerse while the advertising space (digital screen airtime) was contributed by various screen owners who are members of the OAAM (Outdoor Advertising Association of Malaysia), pledging RM1 million in airtime. Various multinational and homegrown brands supported the campaign with advertising sponsorships and were duly acknowledged with their logos appearing on the screens.
These brands included Eureka Snack, Malaysia Digital Economy Corporation (MDEC), RHB Bank, Prudential, Foodpanda, Darlie, Kayu Nasi Kandar, Coca-Cola, Kellogg’s, Microsoft, Goodday, Camel Power, Dove, Lifebuoy, Westports, U Mobile, Nippon Paint and Prego.
The media owners who pledged advertising spaces included Laguna, PowerScreen, Prisma Outdoor, Setia Media, Sky Blue Media, Spectrum Outdoor and Warisan Ads.
Chairman of Celebrating Heroes Board of Governors, (organisers of the campaign) and President of International Advertising Association (IAA) Malaysia, Adjunct Professor UiTM Faculty of Communication and Media Studies, Professor John D Chacko’s thoughts on the matter were,
“Our frontliners across all essential services made tremendous sacrifices to keep us safe. They stayed out in the line of duty so that we could stay in our homes and be safe during the MCO. They are the heroes. Now that we can go out again under the RMCO guidelines, we cannot forget them. To honour and celebrate their sacrifices, we created the Celebrating Heroes Campaign. We want to personally thank all the brand advertisers, media owners, the Board of Governors and their teams from the marketing communications industry who came together and contributed to the cause. Without them, this campaign could not have been successful.” he added.
“It was both exciting and challenging from start to finish, but it was well worth it finally. One of the secretariat’s first few challenges was to get OAAM and its members to contribute their screen time, and secondly, was to bring the entire marcom industry to join forces, probably for the first time in history, for a good cause. We succeeded on both fronts, and thanks to all of them. Last but most importantly, was to bring as many advertisers to contribute towards the fundraising exercise. To that we would like to thank all our generous advertisers for their contribution.” said Omar Shaari, Secretary, Heroes Board of Governors and of CEO of LMX, a Moving Walls Subsidiary.