The ‘Celebrating Heroes Campaign’ for frontliners initiated about a month ago, by the marketing communications industry , was launched today, Friday 15 May 2020 on Digital Out-of-Home (DOOH) screens, nationwide. An exercise to salute nurses, doctors, all healthcare staff, police, military and essential services among many other unsung heroes . Captains of the industry formed a board of governors to monitor and manage the project. Members of the group are listed below at the end.
Members of the Outdoor Advertising Association of Malaysia (OAAM) have pledged airtime (advertisements on digital screens) worth up to RM1million to execute the campaign on close to 220 of their screens around the country.
Advertisements specially created for the campaign, highlights the dedication, sacrifices and risks undertaken by the frontliners, our heroes. Sponsors’ logos appear in the advertisements in appreciation of their support .The sponsorship revenue received from advertisers will go entirely to Covid-19 relief work managed by two NGOs, MERCY Malaysia and IMARET.
The initial support from 11 advertisers in the campaign are MyEureka , Malaysia Digital Economy Corporation (MDEC), RHB Banking Group, Prudential Assurance Malaysia Berhad, Foodpanda, Hawley & Hazel (Darlie), Kayu Nasi Kandar, The Coca-Cola Company , Kellogg Company, Microsoft and Etika Group of Companies (Goodday).We invite more brands to join them.
The campaign will collect social media feeds from Twitter and Instagram User Generated Content with the hashtags #CelebratingTheRealHeroes #JanganLupaMereka. Selected posts or tweets will be displayed on the DOOH (digital-out-of-home) screens.