The campaign, featuring advertisements on Digital Out-of-Home (DOOH) screens nationwide, is to salute nurses, doctors, healthcare staff, police, military, essential services and other unsung heroes in the battle against the pandemic.

Members of the Outdoor Advertising Association of Malaysia (OAAM) have pledged
airtime worth up to RM1 million to execute the campaign on close to 220 of their screens around the country.

Advertisements specially created for the campaign highlight the dedication, sacrifices
and risks undertaken by the frontliners. The logos of sponsors will appear in the advertisements.

The revenue received from advertisers will go to Covid-19 relief work managed by two NGOs – Mercy Malaysia and the Islamic Medical Association of Malaysia (IMARET).

Eleven major multinational brands have so far agreed to take part in the campaign.

Captains of the marketing communications industry have formed a board of governors to
monitor and manage the project.

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