KUALA LUMPUR, MALAYSIA – MBCS, the media-driven creative content powerhouse within the IPG Mediabrands network, has joined forces with AIA Malaysia to launch a thought-provoking campaign designed to inspire Malaysians to prioritize their health – inside and out.
The AIA It’s what’s inside, that matters campaign launched to educate Malaysians to take a pulse check on their health and take stock of their protection and coverage. AIA Malaysia is encouraging individuals to take a closer look at their well-being by evaluating not just their physical appearance but their overall health and protection. The campaign microsite serves as an interactive platform where users can take a quiz to assess their health status and that of their loved ones. Complementing this experience is an educational video that captures the heartfelt stories of three diverse Malaysian groups – young adults, families with children, and retirees—who share their candid perspectives on their health journeys.
MBCS
Rudy La Faber, Creative Director of MBCS said, “Malaysians aren’t always the most open when it comes to health, and this is all about getting people to become more proactive and have these active conversations with their loved ones. The inspiration stems from the fact that people’s perception of health is largely based upon how they look physically, but what truly matters is what’s on the inside – looking after yourself fully, both inside and out.
“Quizzes are always great fun, and we’ve all at some point in our lives shared a pop quiz with a loved one to get to know them better. So, why not when it comes to health? Rating family and friends through the quiz is a useful conversation starter with loved ones (and yourself), with a rating system to explain your wellbeing score. It serves as a reminder for Malaysians to complement their preventative measures of exercise and nutrition and is a great opportunity to trigger these deep and life-changing conversations that could positively impact lives in years to come.”
The 360-degree campaign executed with sister media agency Universal McCann, runs till March across digital platforms, programmatic, DOOH and radio.
Visit the AIA It’s what’s inside that matters campaign microsite here.
Visit the educational video here.
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