2015 in review:
- MAKNA and AirAsia joined forces in the fight against cancer and to raise funds for underprivileged communities across Malaysia
- The birth of the iconic AirAsia Captain and Cabin Crew T-shirts
- Travelling Beruang set off on a journey of a lifetime in support of children diagnosed with cancer
- Close to RM200,000 raised in the first year through the inaugural initiatives
- AirAsia bagged the Silver Award in the CSR Category for the Travelling Beruang Campaign
Calling All Pilots & Cabin Crew On-board
2015 marked the beginning of a meaningful journey as AirAsia joined hands with MAKNA in an effort to reach out to the public at large on the cause of cancer as well as help those suffering from the disease.
Our Allstars came together to create and produce limited edition T-shirts featuring the iconic AirAsia Captain and Cabin Crew uniform. To send a message of positivity, the designs also included MAKNA’s logo and tagline ‘A Meaning to Life’.
We initiated 23 on-ground activations throughout Malaysia and in Indonesia as well as on MAKNA’s online store to sell the special T-shirts at RM30 per piece. As part of the #AirAsiaMAKNA movement, we also ran an Instagram contest where public who purchased the T-shirts can stand a chance to win a pair of flights each to Maldives or Sapporo.
The photo contest saw over 750 entries from Malaysia and as far as Indonesia, Thailand and Brazil. Two lucky winners were handpicked by CEO of AirAsia Berhad Aireen Omar for the most creative photo taken with the T-shirts.
Across a five-month long campaign, we managed to raise a total of RM120,945.64 through the sales of the T-shirts. All proceeds were presented to MAKNA at a cheque presentation ceremony at our venue sponsor, Fahrenheit 88. During the event, we also hosted an exhibition and mini concert with local celebrities and MAKNA beneficiaries including cancer patients, survivors and their family members.
Check out the #AirAsiaMAKNA Captains and Cabin Crew:
Beruang Goes Travelling!
We teamed up with Media Prima Berhad for the unique ‘Travelling Beruang’ campaign which was aimed at raising public awareness on children with cancer in Malaysia and continue the fundraising initiative.
What the ‘Travelling Beruang’ symbolises is the eyes and ears of children diagnosed with cancer who are unable to travel. Available for purchase on-board AirAsia flights at RM65 each, the profits of the cute cuddly bears were channelled to MAKNA.
The Beruang also garnered a social media following through the #travellingberuang hashtag on social media. The collective support from all helped us to spread more awareness on cancer at the Marketing Excellence Awards by Advertising + Marketing Magazine where the campaign was awarded the Silver Award for the CSR Category.