‘Compassion’ campaign draws strong media support
Brand vs Business – Brand Finance – Malaysia Brand Forum 2021
08/08/2021
Africa Rising 4 – IAA Leadership Conference 28-29th Sep 2021
08/08/2021
IAA Malaysia, in taking the credo of IAA as the Global Compass for the Marketing and Communications industry, embarked on research on the ills that ail the Work-from-Home population.
From mid-march 2020, WFH has become staple, throughout the periods in movement restriction, no matter what the acronym is. There is almost no sector in any industry that remains unscathed from the prescribed WFH syndrome.
As WFH emerged more of a norm as time went on, people found their work life and lifestyle disrupted in ways, they had never imagined.
In Malaysia and across the world, WFH took its toll.
Three major pain points were identified by IAA Malaysia, in unintended and prolonged WFH, that apply to all industries.
One, a trigger on Mental Health, with most having no idea on what constitutes mental health.
Two, a habit of and an expectation on working beyond the standard 9 to 5 or eight hours.
Three, a dent on Relationship, whether between partners, spouses, siblings, parents and children, even entire families, all from space and time encroachment.
Based on these findings, a public service campaign was conceptualised and developed.
The end line, ‘A call to all to make compassion a way of work’ cannot be more apt in understanding and mitigating the pain points in the WFH syndrome.
All creative developed can be used in various mediums, including, Print, Poster, Out-of-Home and Animated GIFs in Social Media.
It is gratifying that this unfunded non-commercial public service campaign won the empathy and the cooperation of Zoomer Media, Visual Retale, Optimal Media, Star Media Group, Laguna De Bay, Spectrum Outdoor Marketing and OOHM International Holdings, all of whom graciously provided generous airtime to communicate this campaign.
Clearly, the aforementioned media owners believed the proof is in the pudding.
This campaign showcases IAA Malaysia’s proactive outreach to highlight the human truths behind WFH.
Laguna Media - Digital Outdoor
Visual Retale - Digital Outdoor
Optimal Media - Digital Outdoor
Zoomer - Digital Outdoor
Spectrum Outdoor Marketing
OOHM International
Star Media Group
