For children, by children
Commemorating international Children’s Day on 20 November 2021, Goodday Milk today announced the launch of its Happee PPEs contest to spread goodness and positivity among young hospitalised COVID-19 patients. The brand concocted the idea with marketing consultancy-meets-agency, Entropia (part of Accenture Interactive), to give personal protective equipment (PPE) – usually associated with hospitals and infectious diseases – a feel-good makeover, for children, by children!
Scheduled to run from 25 October until 14 November 2021, the milk brand will be looking for a creative, fun take on PPE through the eyes of its youngest consumers, aged between 5 and 12. Commonly used by healthcare professionals, personal protective equipment (PPE) refers to protective clothing, helmets, gloves, face shields, goggles, face masks, etc. designed to act as a barrier between the wearer and infectious materials to curb the spread of disease.
Goodday’s Happee PPEs contest will give children the opportunity to design the artwork they wish to see on PPEs, giving it a colourful makeover and adding some cheer to the otherwise mundane kit. The call to enter, as well as the mechanics of the contest will be posted on Goodday’s Facebook page: www.facebook.com/gooddaymilkmalaysia and on Instagram: @GooddaymilkMalaysia; and the three winners will be announced on 22 November 2021.
Vice President of Marketing at Etika Sdn Bhd., which owns Goodday Milk, Yee Pek Kuan, said, “We’ve been in the midst of the COVID-19 pandemic for more than 18 months now, so it’s natural to experience feelings of hopelessness, uncertainty and despair. To uplift the community, our new campaign champions ‘Give good, get good’ – a positive, universal belief that helps make the world a better place. It’s about how a small act of good can create kindness around the world by paying it forward in some way. Working with Entropia, we came up with this ingenious idea to get creative with the PPE suits used by frontliners in children’s hospital wards, so they feel less anxious and respond better to these healthcare providers.”
“It is difficult to express essential non-verbal communication to patients and families while wearing the PPE, and the initial greeting can be frightening for children. Our team worked with Etika to stand in their little shoes and experience how children view their world. At the same time, we want to help children make a superhero connection to the PPE, explaining that doctors and nurses donning the PPE are heroes protecting and helping other people. The Happee PPE contest concept was conceived from there,” said Soo Mei Goh, principal, integration at Entropia, part of Accenture Interactive.
At the end of the contest period, judges will select the PPE sketches of three winners, brief PPE manufacturers on the technicalities of the designs, print and then distribute these across different hospitals in Malaysia for frontliners to wear. On top of that, the lucky winners will also receive a RM 10,000 education fund each.
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