The National Stroke Association of Malaysia (NASAM) has always had a small number of regular donors and volunteers. So instead of doing the usual fund raising events we suggested they have a donation drive which reached out to a wider audience. This would not only make NASAM more visible in terms of donations but also create greater awareness of stroke and NASAM itself.

One of the challenges faced when creating a campaign for a charity or non-profit organisation is the question of how to engage the audience in a way that they would want to donate to the charity in question as opposed to any other charity. Afterall, all charities are deserving in the greater scheme of things.

We needed the audience to ‘feel’ empathy towards strokes, so instead of telling people about it we educated them about the symptoms. Symptoms which on the surface might seem like everyday occurrences but could in fact lead to something more serious. We then urged them to find out more by visiting the website and getting themselves a check-up.