As an established anti-aging skincare brand, Nutox gives back to the community by creating a platform focused on self healing for front liners prone to mental stress at the height of the Covid-19 pandemic in 2020.
CLIENT | Nutox
OUR SERVICES
- Media Engagement
- Community Engagement
THE BRIEF
Mad Hat was tasked to craft a community outreach and communication plan to reach and support frontliners through Nutox’s self healing sessions during the MCO period.
INSIGHTS
Frontliners are going through a difficult period as they strive to service those in need while maintaining personal wellbeing.
Frontliners go beyond just medical officers, but also include others whose work remains essential to the community during this trying time, such as police, army, delivery men and members of the media.
The uncertainty, long hours and high risk work does take a toll on personal wellbeing, leaving frontliners stressed, unhappy and depressed.
With most of them being on the go, frontliners tend to tune in on social media instead of traditional media platforms as they seek more lighthearted content away from their work.
OUR OBJECTIVES
To support the initiative by identifying and crafting opportunities for the brand to reach and bring relief to these affected frontliner communities.
To drive awareness of these #BeWellwithNutox sessions on the brand’s Facebook platforms to help Malaysians cope mentally and emotionally through the Covid-19 pandemic and its effects.
OUR STRATEGY
Tap into relevant information channels by identifying the types of media and platforms where these frontliners currently consume content.
THE CREATIVE
#BeWellwithNutox
A series of themed self-healing sessions designed for frontliners to catch a moment of reset and relaxation through feel good stretches, therapeutic reflection and breathing exercises.
Sessions are accessible anytime via a QR code to support the busy schedules of frontliners.
DELIVERY
Materials for Shareability
Creating Whatsapp friendly posters for easy sharing
Translating KV into different languages for wider reach
Community Outreach
Identify and reach out to major COVID-19 treatment centers, Hospital Sungai Buloh and Hospital Kuala Lumpur to share materials internally
Reach out to PDRM and encouraged them to share materials internally as well
Care Packs
As a more holistic and tangible experience, a total of 1,400 care packs with Nutox products accompanied with a notecard with details on the #BeWellWithNutox sessions and QR codes, were delivered to Hospital Sungai Buloh and Hospital Kuala Lumpur
Facebook support groups
Reach organizations that are already providing counseling or support during these difficult times, not only to frontliners but those who need it to share our content on their platforms
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