Breathing New Life into World Lung Day
World Lung Day isn’t just a date on the calendar - it’s a reminder that we only get one pair of lungs, and they deserve care. We worked hand-in-hand with Kenvue Malaysia and the National Cancer Society of Malaysia (NCSM) to create the Live, Laugh, Lungs campaign from the ground up.
From shaping the campaign name to driving storytelling, design, video production, media relations, and influencer engagement, we were there every step of the way. Together with strategic partners Ministry of Health Malaysia and Watsons Malaysia, World Lung Day transformed into a nationwide movement that sparked real conversations on lung health.
A Wake-Up Call for Malaysia
Malaysia’s lung health story is a tough one: from asthma and TB to smoking-related diseases, the statistics are sobering. Nearly half a million children live with asthma, and smoking remains a major challenge. Live, Laugh, Lungs set out to go beyond numbers - turning awareness into action, and action into healthier futures.
What Went Down at 1Utama
From 3rd - 7th September, 1Utama Shopping Centre became a hub for lung health:
Lung Health Zone: Free on-site screenings using AI-powered chest X-rays, plus smoking cessation services.
Interactive Education Zone: Family-friendly games like Knock Out Smoking and The Laughing Machine, proving that learning about health doesn’t have to be heavy.
NRT Spotlight: Shining a light on Nicotine Replacement Therapy as a proven quit-smoking method, now more accessible with OTC options nationwide.
Making It Count
The Live, Laugh, Lungs campaign didn’t just stop at 1 Utama. By combining on-ground activations, influencer voices, media amplification, and engaging content, we reached thousands of Malaysians - sparking conversations about lung health that carried far beyond the event.
Thousands engaged on-ground through screenings, games, and consultations.
Media coverage and influencer content extended the campaign’s reach nationwide.
Most importantly, we made quitting feel possible and showed Malaysians that support is always available.
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Hatters Behind the Scenes
Campaigns like this don’t happen by chance - they’re crafted by people. Our Hatters brought the Live, Laugh, Lungs campaign to life in every detail:
Elisa - Led the campaign from start to finish.
Joe - Coined the “Live, Laugh, Lungs” campaign name.
Kim - Managed video production to amplify our campaign message visually and emotionally.
Azyan & Candy - Crafted designs that made lung health approachable and engaging.
Rubini - Oversaw the campaign’s execution and ensured everything ran seamlessly.
Batricia & Ernie - Drove media relations to secure nationwide coverage.
Sarah - Engaged influencers to extend the campaign’s reach beyond the event space.
Bigger than the Event
World Lung Day 2025 was more than a campaign. It was a commitment to healthier lungs and healthier lives, powered by collaboration between government, private sector, NGOs, and storytellers like us.
Want to see how your brand story can make a difference?
📩 Drop us a note at hatters@madhat.asia