Walking the talk: Blackmores rallies Malaysians around preventive health

Blackmores Malaysia is encouraging Malaysians to take a more proactive approach to bone and joint health through its inaugural Jom!Fit Carnival, an experiential wellness event held in partnership with CARiNG Pharmacy.

Taking place from 22 to 26 July at One Utama, the carnival is part of the brand's "More health, more life" initiative, which coincides with Blackmores Malaysia's 50th anniversary in the country.

The event centres on the "500 wellness laps challenge", encouraging visitors to complete walking laps throughout the five-day activation while promoting small, consistent lifestyle changes that support long-term mobility and wellbeing.

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Participants who complete the challenge will receive event-exclusive rewards, while Blackmores is also contributing 200 wellness products to participating running clubs in recognition of their role in encouraging more Malaysians to stay active.

Beyond the walking challenge, visitors can take part in health screenings, pharmacist consultations, physical challenges and family-friendly activities designed to make preventive healthcare more accessible and engaging.

The activation comes as sedentary lifestyles continue to pose a growing public health concern in Malaysia. According to the National Health and Morbidity Survey (NHMS) 2023, one in two Malaysians leads a sedentary lifestyle, while one in three is not physically active, contributing to growing concerns around long-term mobility and musculoskeletal health.

Blackmores said the Jom!Fit Carnival reflects its broader "More health, more life" vision, with the company aiming to encourage earlier action towards preventive bone and joint health through healthier everyday habits and greater public awareness.

“At BLACKMORES, we believe better health starts long before health concerns arise. As a brand with more than 90 years of heritage in natural health and 50 years of serving communities in Malaysia, our responsibility extends beyond providing trusted health solutions," said Andrew Fuary, managing director Asia at Blackmores Group.

He added, "We are committed to raising awareness, encouraging healthier everyday habits and empowering people to take charge of their long-term health. Through our ‘More health, more life’ vision and partnerships with trusted healthcare partners such as CARiNG Pharmacy, we hope to inspire more people to take proactive steps towards their wellbeing and make preventive health a natural part of everyday life."

In tandem, Chloe Meng, head of marketing at BLACKMORES Malaysia said, "Jom!Fit Carnival is the first experiential wellness event under BLACKMORES' ‘More Health, More Life’ vision, bringing our commitment to preventive health to life through engaging and interactive experiences."

"From the '500 wellness laps challenge' to health screenings, pharmacist consultations and family-friendly activities, we wanted to encourage people to take small but meaningful steps towards healthier lifestyles. It was especially encouraging to see running communities, families and shoppers come together throughout the week, demonstrating how simple everyday actions can inspire healthier habits,” she added. 

Lim Sin Yin, executive director of BIG CARING Group, said community pharmacies are often the first point of contact for everyday health advice, placing them in a strong position to make healthcare more accessible and encourage informed health decisions.

"By combining BLACKMORES’ expertise in natural health with CARiNG Pharmacy’s trusted network and strong community presence, we hope to make preventive health closer to the communities we serve and inspire more Malaysians to embrace healthier habits that support their long-term wellbeing," she added. 

The activation follows another recent campaign by Blackmores aimed at engaging younger consumers around preventive health. Last month, the brand launched "Pawlympics" in Singapore, an integrated campaign developed with McCann Singapore that challenged participants to see if they could outwalk their pets.

The campaign sought to highlight a behavioural gap among fitness enthusiasts, many of whom track their workouts but often overlook the role of joint, muscle and bone health in supporting long-term performance. Through the initiative, Blackmores aimed to reposition its arthritis, bone, joint and muscle (ABJ) range from being perceived as a supplement for older consumers to one that supports younger, active lifestyles.

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