Marketing Featured Southeast Asia

Goodday Milk’s new campaign to have kids spruce up the now proverbial PPE

Kuala Lumpur, Malaysia – To commemorate International Children’s Day, which is celebrated on 20 November 2021, beverage brand Goodday Milk in Malaysia, which has kids part of its main consumers, has launched a new contest for kids that will have them decorating PPEs, or personal protective equipment, one that has become everyone’s gear this pandemic. 

Called ‘Happee PPEs’ contest, the brand will be giving children the opportunity to design the artwork they wish to see on PPEs, giving it a colorful makeover and adding some cheer to the otherwise mundane kit. 

Created together with marketing consulting-meets-agency Entropia, part of Accenture Interactive, the contest aims to spread ‘goodness’ and ‘positivity’ among young hospitalized COVID-19 patients, where chosen PPEs will be distributed across different hospitals in Malaysia for frontliners to wear.

Yee Pek Kuan, Etika’s vice president of marketing and Goodday Milk’s owner, shared that the new campaign champions ‘Give good, get good’ – a positive, universal belief that helps make the world a better place, and about how a small act of good can create kindness around the world by paying it forward in some way. 

“Working with Entropia, we came up with this ingenious idea to get creative with the PPE suits used by frontliners in children’s hospital wards, so they feel less anxious and respond better to these healthcare providers,” said Kuan.

Soo Mei Goh, the principal of integration at Entropia, shared that working with Etika, the brand’s fully integrated Halal company, enabled them to stand in childrens’ little shoes and experience how they view their world. 

“At the same time, we want to help children make a superhero connection to the PPE, explaining that doctors and nurses donning the PPE are heroes protecting and helping other people. The Happee PPE contest concept was conceived from there,” said Goh.

The contest is scheduled to run from 25 October until 14 November 2021. At the end of the contest period, judges will select three winners based on technicalities of the designs and print, and announce them on 22 November. Each will be awarded a RM10,000 education fund. 

The mechanics of the contest can also be found on Goodday’s Facebook and on Instagram.