In a groundbreaking approach to pitching, FWD Takaful secured a competitive tender win by not only focusing on the pitch topic but also addressing mental health within the pitch process. Recognizing the challenges faced by advertising industry professionals in balancing mental well-being with client demands and pitching pressures, FWD Takaful aimed to redefine the pitching experience.
Pitching for new business is widely known to be a stressful endeavor for agencies. Acknowledging that anxiety often stems from unrealistic client briefs, tight timelines, high expectations, and budget constraints, FWD Takaful took a proactive stance to alleviate stressors for participating teams. This involved collaborating closely with pitching agencies on an open creative brief, allowing for flexibility in timelines, and providing access to FWD’s Mind Strength services.
The winning pitch, secured by VMLY&R, seeks to break down Malaysian cultural taboos surrounding mental health. Set for a January 2024 launch, the campaign leverages Malaysia’s affinity for music to raise awareness and foster discussions on mental health. The campaign, slated to run for three months, encompasses various mediums such as film, video, digital, EDM, out-of-home (OOH), event/activation, and radio. The specifics of VMLY&R’s winning concept remain confidential until its unveiling next year.
FWD Group’s Mental Health Survey in 2022 revealed that 62% of Malaysians have faced mental health challenges, with a significant portion experiencing severe social disapproval or knowing someone who has. The stigma and taboos associated with discussing mental health prevent many individuals from acknowledging even mild challenges, impacting their access to medical support.
VMLY&R’s campaign aims to destigmatize mental health discussions across the country by emphasizing the benefits of open conversations about negative feelings. Raymond Chin, Chief Creative Officer, Asia at VMLY&R, expressed, “Social change starts with a conversation, and talking about your problems can offer serious relief, so the new campaign aims to highlight this point and encourage open conversation in Malaysia as an antidote to the current stigma.”
The innovative pitch process, prioritizing the mental health of agency teams, received praise for its client-centric and empathetic approach. FWD Takaful’s commitment to understanding the challenges faced by agencies not only led to a successful pitch outcome but also fostered a collaborative environment where both clients and agencies reaped the benefits.
