The Celebrating Heroes Campaign – dedicated to saluting Covid-19 frontline heroes and collecting funds for Covid-19 causes has officially ended recently with a cheque handover ceremony that was held in Bangsar South recently.
The entire donations were presented in equal amounts to two non-governmental organisations (NGOs) involved in Covid-19 relief work; including Mercy Malaysia and IMAM Response & Relief Team (IMARET).
Over 200 screens carried the campaign for more than two weeks that were managed by Location Media Xchange (LMX), a subsidiary of Moving Walls Group, together with key marketing communications industry leaders. The Campaign raised MYR105,000 in total.
The campaign comprises the messages of appreciation to frontline heroes 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 (OAAM), 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.
The Heroes Board of Governors (HBOG) were set up for this Campaign to monitor the full transparency and accountability of all funds raised.
The HBOG elected Prof John D. Chacko, Adjunct Professor UiTM Faculty of Communication and Media Studies, President of International Advertising Association (IAA) Malaysia as the Chairman; Mohamed Kadri Mohamed Taib, President of MAA as Treasurer; and Omar Shaari, CEO of LMX Malaysia as Secretary of the Campaign.
“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 honor 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.” Professor John D. Chacko’s said.
Meanwhile, Omar Shaari said it was both exciting and challenging from the start to the end of the campaign, 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, it 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