Did you know that there is an OOH campaign that aims to show respect to the front liners during the Covid-19 pandemic? It was an initiative made real by a Malaysian media agency with several media owners? This collaborative effort unveiled its out-of-home campaign, #TabikHeroKita.
This campaign, which took place on April 20th, 2020, aims to raise awareness among Malaysians of the front liners undying effort to save lives during pandemic.
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Salute To Our Heroes
Informally translated, #TabikHeroKita stands for “a tribute to our heroes,”. This slogan honours the front-line workers who worked diligently throughout Malaysia’s Movement Control Order (MCO) era.
“The initiative spawned with the knowledge that our frontliners are dedicating their lives to help keep us safe during this global crisis,” stated Bala Pomaleh, Chief Executive Officer of the campaign’s initiator. The majority of PSAs focus on maintaining good hygiene and being secure at home.
Appreciating Frontliners In Seven Languages
Three stages make up the OOH campaign’s implementation. Phase one distributes OOH support messages to international workers, who make up a sizeable portion of our labour force. To provide them with thank-you notes in their native tongues, the messages written in Bahasa Malaysia (BM) are translated into six other languages: Bahasa Indonesia, Bengali, Burmese, Nepali, Tagalog, and Vietnamese.
Malaysians were invited to visit the #TabikHeroKita microsite in phases two and three. Using dynamic messaging, individuals can send tailored messages of encouragement to friends, relatives, or frontline workers in general through the website.
In order to show that they are committed to staying at home and halting the spread, users are also allowed to post videos of their activities while being confined to their homes. Throughout MCO time, 40 OOH sites in the Klang Valley and Johor have displayed shared messages and films.
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oOHmatters Thinks
If you hadn’t known, OOH doesn’t always serve the purpose of promoting brands. It can also be used for other purposes, such as showing appreciation. #TabikHeroKita campaign aims to show appreciation to the frontliners. While doing that, it further increases awareness among Malaysians on the struggle these heroes had to face during tough times. Since one of the advantages of going outdoors is to build recognition, this excellent initiative deserves applause.
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Image Credits: Campaign Asia
