BFM 89.9 The Business Station: Audrey

Since breast cancer can strike when least expected, can an awareness campaign also do the same? The concept from McCann Erickson Kuala Lumpur was to interrupt regular radio programming on the all-business channel BFM 89.9 with awareness messages. These were seamlessly delivered as news items, interview questions or even business-coaching tips by the newscasters and program hosts themselves; they chose the most out-of-the-blue moments to insert these in exactly the same style of delivery as the segment they were presenting.

Primarily targeting women, some spots were chosen to tackle awareness of male breast cancer as well.

BFM 89.9, in support of breast cancer awareness.