Besties, Pape Roger!
Empowering 6 Million+ Malaysians Towards Mental Health Wellness
Objective
To make mental health conversations more accessible in Bahasa Melayu and create a safe space for young Malaysians to express themselves, seek support, and feel seen.
Challenge
Mental health remains a taboo topic for many in the Malay-speaking community. There was a lack of safe, culturally relevant platforms that young people could trust or relate to.
Result
6M+ organic video views
240K total TikTok LIVE views
10K peak concurrent viewers
17,800 Page Views
373 anonymous submissions in 31 days
Insights
Young audiences are more open to mental health content when it feels real, relatable, and is shared in their language on platforms they use daily.
Strategy
We combined influencer storytelling, expert-backed advice, and anonymous community sharing. Partnering with MIASA added credibility, while Besties and OhBulan helped amplify reach.
Execution
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We ran a month-long campaign focused on normalising mental health conversations in Bahasa Melayu.
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TikTok LIVE sessions were hosted by mental health experts and local celebrities to engage audiences in real time.
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Short-form videos were published on Besties and OhBulan, combining personal stories with credible advice.
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We introduced Kotak Luahan, an anonymous submission box that encouraged emotional expression.
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The campaign was consistently rolled out across social and editorial platforms to maximise reach and impact.
Key Takeaway
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BM-first content built stronger trust and relatability.
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Safe, anonymous platforms encouraged real emotional expression.
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Personal stories combined with expert advice made mental health conversations more accessible and impactful.
Want to see similar results for your brand? Contact us today to start your campaign