In recognition of World Cancer Day, Moving Hearts and the National Cancer Society Malaysia (NCSM) collaborated to raise awareness about cancer “screening in Malaysia.” Intending to promote early cancer screening and detection, this campaign targeted audiences ensuring the message reaches people who can benefit the most. Leveraging digital out-of-home (DOOH) advertising, which allows a single screen to reach hundreds of people, the medium was chosen to educate the public and foster vital conversations about cancer prevention.
Cancer in Malaysia: Cancer remains a significant health issue in Malaysia, with thousands of new cases being diagnosed annually. It affects people of all ages and genders, making it a critical public health concern. The Centers for Disease Control & Prevention highlights that many types of cancer are preventable through regular screening and preventive measures. Despite this, a lack of awareness about screening and prevention hinders early detection efforts.
Campaign Objectives: NCSM set clear objectives for this campaign:
- Raise Widespread Awareness: The primary goal was to inform the public about the importance of cancer prevention and early detection.
- Encourage Screening: Promote regular screenings and preventive lifestyle measures among all age groups.
- Drive Conversations: Foster meaningful discussions around health and cancer prevention.
Solution: Moving Hearts played a role in executing this campaign through DOOH advertising by deploying a network of four digital billboards across high-traffic locations in Kuala Lumpur and Selangor from February 4th to 10th, 2024, coinciding with World Cancer Day. This strategic placement ensured maximum visibility and engagement. The campaign was executed using the OOH demand-side platform MAX, which features an in-built data management system. This demand-side platform helped to identify the right locations, inventories, and timings by providing our target criteria such as audience and geography. Simultaneously, the supply-side platform LMX was utilised to filter and select the optimal OOH inventories from a vast pool, ensuring an effective and impactful campaign.
Results:
- Reach: The campaign achieved 977,550 impressions and reached 125,129 unique individuals over seven days.
- Locations: Ads were played on digital billboards located in high-density areas including Raja Chauhan, Jalan Ampang, Jalan Tun Razak, and Jalan Kuching for widespread visibility in Klang Valley.
- Dayparted Delivery: Ads were scheduled during high commute hours in the morning and evening to maximise impact and impressions.
- Engaging Visuals: The campaign featured a short video delivering the message about the benefits of early detection of cancer and simple screening procedures.
Moving Hearts’ Commitment to Social Change: This campaign underscores Moving Hearts’ commitment to supporting charities causes and brands in their efforts to address social challenges. By illuminating the path to cancer prevention, the partnership between Moving Hearts and NCSM is a testament to the impact of targeted advertising in public health initiatives.
Conclusion: The collaboration between Moving Hearts and the National Cancer Society Malaysia on World Cancer Day was a resounding success. By strategically leveraging DOOH advertising, they raised awareness about cancer, encouraged early screening, and fostered vital conversations around health. This campaign not only highlighted the importance of preventive measures but also demonstrated the power of targeted, data-driven advertising in driving social change.
