Media Prima is partnering with BOH Plantations (BOH) to launch the Saya Sayang Malaysia, National Day campaign.
The campaign hopes to encourage and inspire Malaysians to share pictures of their great moments as a Malaysian and to pledge their love for Malaysia.
Photo entries and pledges submitted via BOH's Facebook page, starting early August, will be transformed into a larger-than-life photo collage in the form of a teacup, called "The Cup of Life". This giant cup is to be unveiled at a public event on 21 September at Berjaya Times Square, together with a public concert. This endeavour will be submitted to the Malaysian Book of Records.
"Media Prima has always been an active participant in the nation building process and as such, is very keen to promote the #MYSyg campaign, for the second year running, which we believe instills patriotism and camaraderie amongst Malaysians," shares Seelan Paul, chief strategy officer, television networks and chief executive officer, radio networks, Media Prima.
"With each pledge collected, BOH will be donating RM1 to Hospis Malaysia up to a total of RM10,000," says Caroline Russell, chief executive officer, BOH.
BOH has also produced a TVC for #MYSyg. BOH went on a roadtrip throughout Malaysia to interview everyday Malaysians to get them to express and share what it is about Malaysia that they love. The TVC will start airing on August 14th on Media Prima channels for the duration of the campaign.
The campaign is jointly carried out through Media Prima's media platforms namely print, TV and radio networks, outdoor and all its digital platforms to commemorate this milestone celebration.
This campaign involved M&C Saatchi for creative, Carat for media and Patlin Communications for PR.