COLUMBIA ASIA

We’re always on the lookout for new avenues for our clients to be seen and heard. For Columbia Asia, that means looking into the traditional, yet essential, method of introducing people to the experts.
It’s a real matchmaker's job, involving finding the right channel for the right expert to meet the right audience. 

Ai FM is host to a well-established health segment with a loyal listenership. It’s hard not to see why, when listeners are given the opportunity to interact with the experts! While the expert’s pre-recorded session is playing on air, listeners can send in relevant questions via WhatsApp. As soon as the session is over, the expert goes live on air to field the questions - allowing for a connection to be made and trust to be established.

We’ve had the opportunity to profile the dietician Ms. Yap Pau Lin as well as endocrinologist,
Dr. Kang Waye Hann this way.

It’s all about bringing healthcare closer to home with Columbia Asia.
What an honour it was for us to assist in the official launch of the group’s 18th hospital in Malaysia. When working with such an established brand, we had to dig deep into our healthcare experience to do our homework and properly survey the environment to prepare our client accordingly. 

We wanted to ensure we found an edge for them to make the most out of the launch, working to develop messaging that stood out while staying true to the voice and core values of the brand. 

When Columbia Asia was ready to draw back the curtains on their new oncology centre in Bukit Rimau, they reached out for an idea of how to announce the news meaningfully. 

With the understanding that the average Malaysian shies away from talking and even thinking about cancer, we knew our idea had to incite and inspire a paradigm shift. 

So came the Breaking Barriers initiative, launched in conjunction with the new oncology centre. Breaking Barriers was a three-step cancer care support initiative designed to complement Columbia Asia’s multidisciplinary, holistic approach to cancer care: preventing cancer, navigating cancer, and offering support to those living with the disease. 

Saying you want to make a change is one thing, but Columbia Asia really stepped up to the plate with the #ClockOut2CheckUp campaign (the first step). They decided to lead the charge - offering each employee a free cancer screening. To sweeten the deal, they also agreed to give anyone who took them up on the offer an extra day off. 

To amplify this message, we worked with Dr Say, Dr Azura, Siti Hawa, Xandria, Jan, and Emily who pulled back the curtain on what going for a cancer screening is like. In their own style, each of them dismantled a little bit of the stigma surrounding preventative cancer care in a step toward changing minds about the practice.