FWD partners with VMLY&R for a mental health campaign with a twist | News

FWD Takaful is launching a psychological well being consciousness marketing campaign in Malaysia, to problem cultural taboos and normalise conversations round psychological well being. 

The marketing campaign, created by VMLY&R and Hogarth, is ready to launch in January 2024 and addresses how psychological sickness, being Malaysia’s second-largest well being drawback after coronary heart illness, is usually shrouded in social disapproval and stigma. Individuals are afraid of admitting to having even gentle psychological well being challenges, making a barrier to them having the ability to entry medical assist. 

Based on FWD Group’s Psychological Well being Survey in 2022, 62% of Malaysians have skilled psychological well being challenges and extreme social disapproval, or know somebody who has.

What makes this win notably pertinent: The pitch course of for the marketing campaign was a departure from the norm, designed to minimise stress and nervousness for the groups concerned and positively affect their psychological well being too. By way of providing a versatile timeline and an open inventive transient, the expertise was a stark distinction to the usually high-pressure setting of company pitches. 

“The transient was a large open one with an fascinating and significant drawback to unravel, so we loved each minute of it,” Raymond Chin, chief inventive officer for Asia at VMLY&R, tells Marketing campaign. 

“Open briefs permit companies to indicate the total breadth of their capabilities, and this gave us the chance to actually analyse the issue from a societal perspective, in addition to from the shopper’s standpoint. Working with the shopper on a versatile timeline, additionally supplied extra room for creativity and house to be considerate about the platforms we want to present up in whereas doing issues that present the best way ahead with information, personalisation and AI-generated content material.”

The marketing campaign, which can be revealed in January 2024, revolves round utilizing artwork and music as therapeutic instruments, leveraging generative AI to create protected areas for discussions and entry to assist that resonate with people dealing with psychological well being challenges  

“For this marketing campaign, it was essential to faucet into Malaysian tradition and social behaviours to make sure that what we put collectively would join and resonate with the viewers meaningfully,” explains Chin. 

“As every particular person’s psychological well being challenges are distinctive, we discovered a recent method to accomplice with music platforms and leverage AIGC, producing artwork, songs and playlists that may uplift an individual’s down moments in a manner particular to the person and their struggles.” 

The marketing campaign will span numerous platforms: Movie, video, digital, EDM, out-of-home (OOH), occasion/activation, and radio.