Insights, Strategy and the Idea October 2011, was breast cancer awareness month in Malaysia. Organised by the Breast Cancer Society of Malaysia, many organisations contribute by running their own initiatives. BFM 89.9 wanted to support this larger initiative in a unique way that would cut through for their particular set of listeners who are more educated, but unfortunately ignore very basic awareness messages. Since breast cancer can strike when least expected, the strategic question was: can an awareness campaign also do the same?

Creative Execution The concept: Interrupt regular radio programming on the all-business channel BFM 89.9 with awareness messages, seamlessly delivered by newscasters/program hosts themselves; read in exactly the same style of delivery as the news/daily update/business coaching segment they were presenting.

Results and Effectiveness N/A As this was part of a larger nationwide awareness programme for the general public (with a number of other organisations also participating), measuring results for only this particular initiative for BFM is not possible.