PETALING JAYA: What started as a page in weekly magazine Marketing Weekender has grown into an outdoor campaign.
The page says “Stay Home” 58 times with the headline “We Love You” and a pair of clasped hands.
The man behind the campaign is Marketing magazine founder Harmandar Singh, (pic) who is also a marketing and an ad industry veteran.
He said the idea of the campaign came about from his work with Mercy Malaysia on Covid-19 which provided painful revelations on the brutality of the virus.
”At the same time, the idea also sprouted from the way Sikhs greet all humanity. They clasp their hands together and wish them ‘Sat Sri Akaal’, which means ‘The Almighty is the ultimate truth’.
”So I kept reciting this like a prayer to my readers. We are at the tipping point of Covid-19, and begged readers to stay home and pleaded by just repeating the words ‘Stay Home’ in my Editor’s Note.”
The campaign with hands clasped was picked up by by Henry Low from Spectrum Outdoor, an industry leader in outdoor advertising, and a few other digital out-of-home (DOOH) players also joined in to drive the message.
“DOOH is an evolutionary medium that brands cannot avoid. We find this message meaningful and readily support it, ” said Low, a former president of the Outdoor Advertising Association of Malaysia (OAAM).
Also supporting the campaign is Wow Media, whose digital screens cover prime locations in the Klang Valley, and Visual Retale with landmark sites in Bangsaria, KL South and Old Klang Road.
“The campaign is running on 30 DOOH sites across the Klang Valley during the Hari Raya festive season, easily delivering millions of views this month. I can’t say this enough: Stay Home, Stay Home, ” he said.