As part of its #DigitalVsCovid Community Responsibility Programme (CSR), Malaysian Digital Economy Corporation (MDEC) and Adtech provider, Moving Walls Group through its subsidiary, Location Media Xchange (LMX) Malaysia together with key players of the Marcom Association and entities has joined forces in launching the ‘Celebrating Heroes Campaign’; an awareness campaign to honour local frontline heroes by raising funds for them during the Covid-19 outbreak.
Among the leading Marcom Associations and entities participating in this campaign include the Association of Accredited Advertising Agents Malaysia (4As), Malaysian Advertisers Association (MAA), Media Specialists Association (MSA), Outdoor Advertising Association of Malaysia (OAAM), Malaysian Digital Association (MDA), Communications and Multimedia Content Forum of Malaysia (CMCF), International Advertising Association (IAA) Malaysia, Institute of Public Relations Malaysia (IPRM) and MARKETING Magazine.
The campaign is aimed at honouring and appreciating the frontline heroes such as healthcare workers, the armed forces, police, drivers, delivery personnel, essential service personnel, and more who have made tremendous sacrifices during this on-going period.
The campaign which started on 15 May 2020 had gathered members of OAAM to contribute advertising slots worth more than MYR 500,000 on a pro bono basis. The media sponsors who have pledged their airtime include Laguna, PowerScreen, Prisma Outdoor, Setia Media Sdn Bhd, Sky Blue Media, Spectrum Outdoor and Warisan Ads.
The brand logo of the donors will appear on 10,000+ spots with a duration of 2.5 secs, 219 screens, over a three day period, 41 locations nationwide (including Klang Valley, Ipoh, Penang, Melaka, Johor Bahru, Pahang, Terengganu, Kelantan, Kuching).
All proceeds from the funds raised through the advertising revenues from the Digital Out-Of-Home (DOOH) platforms, will be directed to MERCY Malaysia and IMARET, the nominated NGOs involved in combating Covid-19. Through the DOOH platforms, the frontline heroes will be honoured nationwide by including their messages and photographs to recognise them.
“While conceiving this campaign, we decided to channel 100% of the proceeds for this good cause. To make it possible, we needed airtime, brand sponsors as well as the support of all Marcom industry leaders. We are pleased to acknowledge the overwhelming support from the industry stakeholders. The Board of Governors are now rallying as many advertisers as possible to participate by taking up the advertising space and celebrating our real heroes.” said Omar Shaari, CEO of LMX Malaysia, a subsidiary of Moving Walls Group.
The Heroes Board of Governors (HBOG) set up for this Campaign will monitor the full transparency and accountability of all funds raised.
The HBOG elected Prof John D. Chacko, Adjunct Professor FKPM, UiTM and President of IAA Malaysia as Chairman; Mohamed Kadri Mohamed Taib, President of MAA as Treasurer; and Omar Shaari, CEO of LMX Malaysia as Secretary.
Under the #DigitalVsCovid movement, Malaysia Digital Economy Corporation (MDEC) has also registered over RM 387,000 thousand in pledges from donors nationwide during the #DigitalVsCovid pledging movement, which kicked off on 1st April 2020 in response to the spread of COVID-19 which has been channelled to IMARET.
MDEC Chief Executive Officer Pn. Surina Shukri said saying thank you to the frontline heroes for stepping in during the unprecedented times may never be enough to honour their work and sacrifices that they have made for us in keeping the communities safe and this should be applauded. To honour them and drive additional support, MDEC is encouraging everyone to come forward to express their gratitude to these everyday frontline heroes who had to lead the battle against Covid-19, by giving them due recognition and celebrating them via all digital media platforms.
#DigitalVsCovid Movement which is supported strongly by the Ministry of Multimedia and Communications Malaysia (KKMM) to continue to help local businesses and communities through various initiatives that can assist to lessen the socio-economic impact due to the spread of the Covid-19 outbreak.
To participate in the ‘Celebrating Heroes Campaign’, donors can reach out directly to at this link or email to [email protected] directly.
Let’s flatten the curve. #Kitajagakita #DigitalVsCovid
