Brands join forces to support government's COVID-19 vaccine rollout | MARKETING Magazine Asia

Brands join forces to support government’s COVID-19 vaccine rollout


Pos Malaysia is joining forces with Grab, Parkson, St John Ambulance of Malaysia and sports marketing agency, Living Minds to lend an assist to the Malaysian government’s COVID-19 vaccine rollout. This initiative comes as vaccine registration rates among Malaysians remain slow.

Vaccine Minister Khairy Jamaluddin (centre) with representatives from Pos Malaysia, Grab, Parkson, St John Ambulance of Malaysia, and Living Minds Sdn Bhd at the launch on March 31, 2021, in Putrajaya of their collaboration with the Covid-19 Immunisation Task Force for the National Covid-19 Immunisation Programme. Picture from the Ministry of Science, Technology and Innovation. Photo from: Code Blue

According to Code Blue, National Covid-19 Immunisation Programme Coordinating Minister Khairy Jamaluddin and chairman of the COVID-19 Immunisation Task Force (CITF), Khairy Jamaluddin, announced yesterday that these private companies have agreed to help CITF out in various ways to boost the National COVID-19 Immunisation Programme (PICK).

“The corporate collaboration is a manifestation of the whole-of-society approach involving collaboration with other parties to make the National Covid-19 Immunisation Programme a success,” Khairy said, according to Code Blue.

Pos Malaysia, the country’s postal delivery service, will be helping to distribute vaccine promotional flyers delivered by postmen going door-to-door throughout the country, especially in rural areas and states with low vaccination registration rates, reported Code Blue.

“We are pleased to have Pos Malaysia onboard with us in this initiative alongside other  organisations and agencies,” Khairy said. “We hope to leverage on Pos Malaysia’s access to rural areas, extensive post offices and distribution network to ensure we are able to get our message  across and drive higher registration rates.” 

Pos Malaysia Group Chief Executive Officer, Syed Md Najib said,

According to Group CEO of Pos Malaysia, Syed Md Najib, the company will be playing  a supporting role through its Bersama Mencegah COVID-19 campaign in ensuring the success  of the national immunisation programme and we convey our gratitude to MOSTI and the CITF  for the opportunity.

As a partner in this nationwide initiative, Pos Malaysia will reach out to various  communities across the nation via its extensive network, which serves over nine million  addresses nationwide, including 7.3 million people residing in rural areas.

“Pos Malaysia will also carry out an internal awareness programme for our 22,000 employees,  to ensure that they are informed on the importance of the vaccine and for them to be  registered by the start of the second phase of vaccination,” Syed said. “Pos Malaysia is an essential service  provider with more than 13,000 frontliners who continue to serve the needs of the country  throughout the pandemic.” 

The Bersama Mencegah COVID-19 campaign will also see Pos Malaysia appreciate the  commitment and sacrifices of the nation’s frontliners who are tirelessly serving the nation  during the pandemic through the launch of an exclusive COVID-19 frontliner stamp series.

Pos Malaysia will channel part of the proceeds from the sale of this collection for the purchase of  vaccination needles, which would further support the national immunisation programme.

The  launch date for the stamp series and other related information will be announced by Pos  Malaysia soon.

Khairy also announced that e-hailing company Grab’s role in helping out CITF is to provide a direct link to the MySejahtera registration site through the Grab app to map out vaccination sites which will aid the process by giving people the option to use Grab’s e-hailing service to get to the vaccination centres. 

Parkson on the other hand will be seting up vaccine registration centres at 40 outlets and will be setting up vaccine information counters in 20 of its outlets —six in the central zone, six in the northern zone, three in the southern zone, one in the East Coast, four in Sabah, and two in Sarawak, reported Code Blue.

The more than a century old St John Ambulance of Malaysia, has also agreed to provide volunteers as well as their ambulances for the national Covid-19 vaccination programme on top of setting up vaccine registration counters at 15 blood donation drives between May 28 and May 30. 

Finally, Living Minds is contributing by appointing 12 footballer who under the agency’s management, to serve as COVID-19 ambassadors in the hopes of encouraging more Malaysians to register.

“Our goal is to create awareness and educate the people on the importance of taking the vaccine and make our way towards economic recovery as soon as possible,” said CEO of Living Minds, Roshan Bose. “Our suite of national athletes will leverage on their social capital to reach out to their fan base on the positives of taking the vaccine.”

Source of information: Code Blue