In celebration of the upcoming Merdeka Day, Celcom Axiata has rolled out its Celcom MeReka Merdeka initiative to enable Malaysians to support one another during these trying times. Driven by the Celcom MeReka Merdeka online platform, Malaysians are invited to create and submit their own face mask design. The designs will then be made available to the public for pre-order, effectively creating a new revenue stream for those who need it most.
Celcom said it saw this as an opportunity to help alleviate the financial pressure of Malaysians as they may earn passive income through the sale of their own face mask designs. The telco added that pushing for these reusable masks is also a more sustainable option as its more cost effective in the long run and lessens consumers’ footprint compared to single use masks.
In collaboration with social enterprise Earth Heir and M&C Saatchi, Celcom will work to produce reusable face masks in a sanitised workshop and hand sewn by artisans from marginalised communities. Celcom explained that since Earth Heir has produced a line of face masks themselves, Earth Heir possesses the knowledge and experience that answers its requirements for the campaign.
Meanwhile, the telco has also called upon notable Malaysian artists to create their very own limited-edition face mask designs that will be put up for sale soon. The artists include fashion designer and empowered feminist, Alia Bastamam, viral mural artist, Suhaimi Ali, talented graffiti artist Chern Cloakwork, and henna artist, Karthine Maniam. “We chose artists from various disciplines to represent our rich diversity as a nation and to offer a selection of designs for everyone to choose from,” Celcom said.
To kick off the campaign, Celcom produced an online film featuring a tale of two generations separated by more than 100 years, yet bound by one common purpose.
“The intention behind our main film was to retell a story about one of our Malaysian heroes, Wu Lien Teh, whose innovative face mask design in 1910 eventually led to the N95 mask today,” the telco said.
According to Celcom, that journey is then paralleled with a character in the film, who also goes through a similar journey of creation on its Celcom MeReka Merdeka platform. The film, which took three months to produce, also involved Passion Pictures and Watermelon Studios.
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