Campaign of the Year – for the fifth time!

At the recent 14th Malaysia Public Relations Awards 2022, Perspective Strategies took home the Campaign of the Year Award for its work with Durex on the #COMETOGETHER Campaign.

On top of that, the firm also took home 4 other awards, comprising two Gold Awards in the Public Affairs category for Durex Malaysia #COMETOGETHER Campaign and Consumer Launch category for MAGGI #SajianSeimbangTandaSayang, one Silver Award in the Product Brand Development category for MAGGI Nutri-licious, and a Bronze Award in the Best PR-led Integrated Campaign category for FedEx X SME Partnership & Outreach.

“We are honoured to have taken home the Campaign of the Year Award for the 5th time since our inception in 2006. This award is not given out every year, but only to campaigns that are truly deserving of the title, so we are definitely humbled to take home this prestigious win.

We certainly are thrilled that the creative communication solutions developed for our clients through all our campaigns and initiatives have been recognised, and this is testament to the team’s collective effort and hard work,” said Andy See, the Principal Partner and Managing Director of Perspective Strategies.

The Durex Malaysia #COMETOGETHER Campaign that clinched gold in the Public Affairs category and Campaign of the Year was anchored on creating a movement towards positive sexual health education, by partnering with various non-profit organisations and prolific individuals who share the same goals.

The campaign also provided insights into Malaysian youths’ sexual attitudes and behaviours with its nationwide Durex #COMETOGETHER Survey, whilst engaging youth on the ground via workshops at colleges and universities.

“Durex’s #COMETOGETHER initiative is a refreshed campaign to create a movement towards sexual health education and youth empowerment. The Campaign with a specific focus on Gen-Z brings with it a challenge of managing religious and regulatory issues while at the same time reaching out to a more outspoken, open and engaging Gen-Z.

In 2022, we successfully rolled out a holistic, refreshed campaign covering a nationwide survey, forum with partner organisations and influencers as well as on-ground workshops,” added See.

Clinching the second Gold Award for the agency was the ‘Sajian Seimbang Tanda Sayang’ (A Balanced Bowl is a Serving of Love) campaign executed for MAGGI Malaysia, to advocate mindful and balanced eating amongst Malaysians.

With mothers being the main meal providers for their children and families, facing constraints in juggling work, social life and home further exacerbated by the Covid-19 pandemic, the campaign put forth simple culinary inventiveness in meals preparation for her family that can be quick and delicious yet balanced and wholesome.

The Silver Award in the Product Brand Development category was received for the launch of MAGGI Nutri-licious, the first instant noodles in Malaysia to be certified with the Healthier Choice Logo (HCL) by the Ministry of Health.

Aimed at discerning consumers who seek healthier choices in food consumption, the campaign leveraged on dietitian as well as macro-parenting influencers as Key Opinion Leader (KOL) to communicate the benefits of healthy eating as well as creative ways to prepare a balanced meal for the family.

“As discerning consumers become more conscious about the impact food has on their overall well-being, there must be a concerted effort for PR campaigns to also provide credible, useful information or research insights that supports their decision making process, demonstrated in the various PR campaigns for MAGGI.

While we focus on conceptualising consumer-focused campaigns through differentiated, multi-platform strategies predominantly via the media, a critical part of the communications work also lies in stakeholder communications which provide direct outreach to its targeted audiences,” commented Tan May Lee, Partner and Executive Director of Perspective Strategies.

The agency was also presented with the Bronze Award in the Best PR-led Integrated Campaign category for its FedEx campaign, focusing on Small-Medium-Enterprises (SMEs) Partnerships and Outreach.

The campaign was anchored on a strategic collaboration with SME Association of Malaysia through the initiation of a joint thought leadership survey as the key pillar to develop data-driven insights from the SME community in Malaysia.

Two other key pillars of the campaign comprise the grassroots outreach through social media content strategy as well as influencer outreach via successful SME entrepreneurs and industry experts to increase awareness and knowledge that facilitates better decision making when it comes to logistical strategy.


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