IPG Mediabrands Malaysia launched an OOH media campaign entitled #TabikHeroKita ('Salute to our heroes'), which aims to show support and respect for frontline workers as Malaysia endures life under government restrictions on movement.
Reprise and OOH specialist Rapport were responsible for the campaign, along with media owner partners including Laguna, SkyBlue Media and WOW Media.
Bala Pomaleh, CEO of IPG Mediabrands Malaysia, said that rather than common messaging around hygiene and staying home, the company wanted to connect in a personal way to give a nod to medical and healthcare personnel, police and the army, as well as security, cleaning and delivery staff.
The campaign, running across 40 OOH sites in the Klang Valley and Johor, specifically shouts out to foreign workers, who are a signifcant part of the workforce. The messages appear not only in Bahasa Malaysia but also Bahasa Indonesia, Bengali, Burmese, Nepali, Tagalog and Vietnamese.
A microsite invites people to send personalised messages of support and video clips that will be flashed across digital OOH screens.