Case Study - BMSS: Bulan Malaysia Sihat Sejahtera

We were tasked to bring the national wellness campaign to a new level and redefine fun, healthy living.

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.

Utilizing social and digital platforms to enhance social interaction and boost participation in on-ground events, we created a campaign video with a target audience of 1 million views, influencer campaign with a target of 40 influencers, and social media & digital online contests. We organized 319 activities throughout Malaysia, each specifically designed to cater to different demographic groups for maximum relevance. The main video emphasizes the crucial aspects of BMSS, and gets people moving!

Malaysian's interest in a healthy lifestyle spiked by 2x and reached an all-year high at the end of the campaign. We organized 319 events with a successful 2-day launch campaign inaugurated by the Prime Minister and Health Minister at the time; the on-ground events brought 124.3 thousand physical participants. There was a total of 3.6 million digital engagements, 84.4 million impressions, and 26.8 million reach across all social media platforms.

Throughout the campaign Bulan Malaysia Sihat Sejahtera achieved a stunning 200% surge in conversations and mentions throughout the month of October 2022.