As a build-up to the 58th Merdeka Day celebrations on August 31, Ecoworld and The Star have joined forces to launch their #anakanakmalaysia campaign nationwide. The campaign marks the first big move by the private sector to engage with Malaysians for the love of unity.
“We wanted to remember and honour the sacrifices of our forefathers and celebrate the spirit of unity they have fought so hard to establish. We have to be one country to be strong,” said Eco World Development Group Berhad chairman Tan Sri Liew Kee Sin during the launch. “We could not have found a better partner to kickstart this campaign as The Star stands for moderation.”
Held at EcoWorld International Centre in Mid Valley City, the launch saw the announcement of celebrity influencers supporting the campaign including author-entrepreneur Anas Zubedy, Malaysia’s first female mixed martial arts fighter Ann Osman, television personality Daphne Iking, comedian Harith Iskander, deejay Chan Fong, fashion designer Datuk Jimmy Choo, Tan Sri Lee Lam Thye, squash players Low Wee Wern and Mohd Azlan Iskandar, G25 member Datuk Noor Farida Mohd Ariffin, Tan Sri Liew Kee Sin, scientist Dr. Lyana Khairuddin, artiste Reshmonu, national youth icon Michael Teoh Su Lim and more…
Datuk Seri Wong Chun Wai added, “The campaign is a heart warming move as the nation grapples with political and economic uncertainties. It has a people dimension and we hope no politician will hijack this campaign. In the absence of National Day euphoria, dampened by poor sentiments, this initiative to launch the #anakanakmalaysia campaign is our way of bringing Malaysians together. This is what some ministers have failed to do – connect with the rakyat and touch their hearts.”
The campaign uses print, radio, online tv and social media, and will run till 16 Sept, 2015.
What’s interesting from a branding and marketing perspective is that Ecoworld as a prominent property developer has made no mention of their houses while The Star isn’t talking about selling newspapers either, both focusing on national unity as a timely CSR project.
To creatively express their patriotism, readers can take a photo with the wristband and share what it means to be Malaysian with the hashtag #AnakAnakMalaysia. The photos will be housed as a collage in a dedicated webpage – anakanakmalaysia.com.
Facebook users can also spread the spirit of patriotism on social media by inserting a digital band to their Facebook photo as a symbol of pride to be an “anak-anak Malaysia”. The #AnakAnakMalaysia wristband is available at any EcoWorld show gallery or with a copy of The Star newspaper on selected days. Anakanakmalaysia.com also has a listing of wristband collection points. Radio cruisers from RedFM, SuriaFM and 988FM will be distributing wristbands and spreading the Merdeka cheer during their stops.