Kemaafan Membawa Keselesaan
10. Craft Kancils [10.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
Product/Service:
Footwear Retail
Client:
Kasut U
Brief:
In Malaysia, around 60,000 accidents are reported annually, with nearly half involving road incidents, according to SOCSO. Many lead to mobility loss, with over 8,000 lower limb injuries from workplace hazards reported by DOSH. Despite this, public awareness is low.
As a shoe retailer, Kasut U recognizes the importance of mobility and aims to raise awareness and support for those affected by mobility loss.
Solution:
When someone loses the ability to walk, both physical and emotional pain affect not just the individual but also the one responsible. True healing comes from restoring mobility and relieving guilt.
Kasut U's 'Kemaafan Membawa Keselesaan' Raya campaign focused on the physical and emotional struggles of amputees. The centerpiece video tells the story of a young man whose reckless actions cause an elderly Pak Cik to lose his leg. The Pak Cik, dealing with his physical loss, forgives the young man, who is weighed down by guilt. With the gift of a prosthetic limb, Kasut U restores the Pak Cik's mobility, reflecting their decade-long commitment to providing comfort.
The campaign spread a message of physical and emotional healing through empathy and forgiveness, encouraging the public to embrace compassion during Raya.
