LOCAL public relations (PR) consultancy Perspective Strategies has won the industry’s coveted Campaign of the Year Award at the recent Malaysia PR Awards 2015/16 (MPRA 2016) for its work with Durex Malaysia to advocate for greater conversations on sexual and reproductive health (SRH) education.
The nationwide campaign themed “Sex Conversations – Making it Mainstream” involved the launch of Malaysia’s first national study on SRH to gauge the level of young Malaysians’ understanding of sexual and reproductive health and use the information to start SRH conversations among the general public.
Reckitt Benckiser Group is the brand owner of Durex.
Over a thousand young Malaysians between 18 and 29 years old were surveyed in the nationwide study and the findings were used as a platform to help change mindsets of the conservative communities in Malaysia.
In addition to the top honour, Perspective Strategies also swept four of the 10 Gold Awards given during the annual event, which was organised by the Public Relations Consultants’ Association of Malaysia (PRCA Malaysia) to recognise the exceptional and creative work of PR professionals in consultancies and in-house departments of Malaysian corporations.
The four gold awards that the consultancy bagged for its work with key clients are in the Product Brand Development Category (AIA Bhd), Corporate Branding (AIA Bhd), Employee Communications (FRASER AND NEAVE HOLDINGS BHD) and Public Affairs (Durex Malaysia).
“Today’s milestone win for our campaign with Durex Malaysia reaffirms our core work in the area of stakeholder engagement. The power of conversations and meaningful content, supported by research, were the key pillars of this successful partnership with Durex. The Campaign not only made a case for change in the Malaysian SRH education scene but enabled us to reach to a wider and even conservative audience.
“We are extremely humbled by the multiple wins at this year’s MPRA. The recognition given to us by the industry for our work with key clients such as AIA Bhd, Fraser and Neave Holdings Bhd and Durex Malaysia will certainly encourage us to push our creative boundaries further. We are committed to continue to deliver impactful campaigns that will help our clients achieve their business goals,” says Perspective Strategies managing director Andy See in a statement.
This will be the third time the consultancy has won the industry’s top award since its founding in 2006. The agency continues to work with multinational brands and local corporations in developing cutting-edge public relations, corporate reputation and stakeholder engagement campaigns.
The recent MPRA is the ninth edition organised annually by PRCA Malaysia. It serves as a platform to recognise the country’s public relations professionals. This year’s awards covered 15 categories including the Product Brand Development, Public Affairs, Financial Communications, Consumer Launch, Best Use of Digital and the Environmental.
“Brands are built, reputations are earned. This is the belief that we will continue to advocate hence we are proud that our winning campaigns continue to have a mix of internal brand building projects via employee engagement and reputation management initiatives via stakeholder outreach.
“These pillars are the game changers for the PR industry, moving forward,’’ See adds.