BFM 89.9: Heart attack in many forms

This case study describes a campaign by BFM 89.9, Malaysia's business radio station, to raise Malaysian citizens' awareness about heart attacks – the country's number one cause of death – in support of World Heart Day 2012.

BFM 89.9: Heart attack in many forms

Milan Agnihotri, Ben Chew and Gavin Goh

Campaign details

Brand owner: BFMAgency: McCann, Kuala LumpurBrand: BFM 89.9Country: MalaysiaChannels used: Branded content, RadioMedia budget: Up to 500k

Executive summary

Heart attacks are Malaysia's number 1 cause of death. They are not always very obvious and can come in many forms, and no two are the same. Only immediate medical attention can help. But the problem was, most victims did not recognize the symptoms early enough to seek treatment.

The reputation of a...

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