Case Study - ANMS: Agenda Nasional Malaysia Sihat

The "Agenda Nasional Malaysia Sihat 2024" campaign aimed to tackle the rising health concerns in Malaysia, notably the highest obesity rate in Southeast Asia and low public participation in health-promoting activities. Despite the growing awareness of health issues, public engagement in adopting healthier lifestyles remained limited. The core challenge was shifting the passive health education model towards an active, immersive experience that could encourage tangible behavioral changes among Malaysians.

1 in 2 Malaysians are overweight with 1 in 4 being physically inactive. The primary issue is that Malaysians find it tedious and uninteresting to maintain a healthy lifestyle, leading to a lack of motivation.

The campaign was structured around the concept of leveling up one’s lifestyle through exploration, action, and habit change. The strategy was to transform health education into a multi-sensory journey by creating six experiential zones that embodied the pillars of health. These zones offered engaging, participatory experiences that allowed Malaysians to interact with the campaign’s message in a hands-on manner, rather than passively receiving information.

The campaign utilized regional trends, such as the increasing reliance on social media for learning and entertainment, to ensure broad reach. Consumer behavior insights indicated a preference for more interactive and fun learning experiences, which informed the decision to build immersive, gamified on-ground zones. This approach aligned with industry shifts towards more interactive, experience-based marketing tactics.

The "Agenda Nasional Malaysia Sihat 2024" campaign achieved significant success, both in terms of its reach and its tangible impact on public behavior. The overall campaign generated over 226 million impressions across digital, traditional, and on-the-ground media platforms. Influencer content alone generated 377,000 engagements, with an impressive engagement rate of 6.94%. Additionally, the campaign reached 5.2 million Malaysians via podcasts and digital media platforms.

The integration of influencer content played a pivotal role in reaching a broad audience, with KOLs sharing their personal health journeys and encouraging their followers to take part in the health movement. This personalized approach helped establish a deep emotional connection between the campaign and its target audience.

The campaign achieved notable social media success, with a 13% increase in mentions related to healthy living, including diet, exercise, and mental health. The War-On-Sugar and Mental Health zones received the highest dwell time, averaging 5 minutes per zone, highlighting the effectiveness of the immersive, hands-on approach to educating participants about these critical health issues

The campaign contributed to the broader goal of improving public health awareness in Malaysia, generating real-world action and instilling sustainable health habits. The immersive experience not only raised awareness but also educated participants on how to adopt healthier lifestyles, paving the way for future health initiatives in the country.