OOH players’ tribute campaign for frontliners

The Malaysian Government announced that it is compulsory to wear masks when in public places and public transport beginning 1 of August 2020 in order to re-enforce the SOP measures in place to curb the spread of COVID-19. Although most Malaysians have been abiding by the rules and SOPs that were set in place since the beginning of the lockdown, some are starting to forget about the virus as we slowly return to a sense of normalcy. 

The number of cases in Malaysia went back to double digits on 17 July, 2020 which shows us that COVID-19 isn’t going to go anywhere – not even after the RMCO, unless we see approved successful working vaccines being distributed. No one can ensure how much time this will take, and the time needed to scale up the vaccine treatment until it is accessible to cover everyone who needs it. 

The best prevention, for now, is that we keep in mind at all times the public health measures implemented by the government since the beginning of the outbreak. As we suspend the culture of shaking hands, sanitising or washing our hands, keeping our distance, wearing masks, keeping a personal log by writing our names at public places – only then we can properly consider the battle half won.

Malaysia has shown impressive capability of containing the virus during its first regional outbreak, but the COVID-19 war is not over just yet. We want to take a moment to remember what frontliners did for us – tirelessly and diligently working to contain the spread of the virus and making so many sacrifices, not to mention putting their health at risk. Let’s not burden them again by observing the SOPs. That’s our little way to say thank you to them.

A couple of months ago just when the pandemic was at its peak in Malaysia, the entire Marketing Communications (Marcom) industry together with LMX Malaysia and Moving Walls, came together in the form of a campaign called “Celebrating Heroes” to appreciate and salute all local frontline heroes. This was the first time for the industry to see associations and entities coming together and dedicate themselves for this cause and raising RM105,000 in total as a donation to NGOs, MERCY Malaysia and IMARET in their fight against COVID-19.

Using Moving Walls Audience Data capabilities, an audience campaign analysis was conducted for a period of 2 weeks ending on June 6th, 2020. Celebrating Heroes Campaign reached a total audience of close to 5 million unique viewers during the Conditional Movement Control Order (CMCO) period. 219 outdoor screens were used for the campaign across 38 locations nationwide.

OOH is one of the best media deployed to effectively direct your messages to the masses at scale. Once again, the Outdoor and Marcom industry sought to reinforce these messages of appreciation to our local heroes and caution you to abide by the SOPs which are in place for preventative measures, ideally protecting us from getting infected by COVID-19 and bringing new cases to zero.