New digital-led campaign inspires parents to write messages of love and hopes to their children
Kuala Lumpur, 2 September 2014 - AIA Bhd. has debuted a new campaign Letters for the Future that invites parents to write their messages of love and hopes, for these to later be shared with their children. Motivated by the insight that parents often tend to focus on the present, and sometimes find it difficult to say the things that matter most to them, the campaign serves as a gentle nudge for parents to reflect on the most important thoughts, hopes or advices they would like to share with their children and then to write them down, virtually at first. The messages will then be beautifully packaged as time capsules to be delivered to the parents, so they can present them to their children when they are older.
Thomas Wong, Chief Marketing Officer of AIA Bhd., said, “Letters for the Future is meant to inspire parents to leave a legacy of love for their children. In today’s fast-paced world, important words like "I love you" or "I appreciate you" are often left unsaid. Writing a letter that expresses those feelings will serve as a constant reminder of our love and devotion for our children as they journey through life, even when we are no longer around in the future.”
The letters, which will be published on AIA Bhd.’s Facebook page, will provide parents a platform to share their stories as well as look to each other for encouragement and motivation. The letter templates can be viewed on facebook.com/AIABhdMalaysia. Users will need to login using their Facebook account, upload their child’s photo and proceed to write their letter for the future.
The campaign, which will run over a six-week period from 2 September to 12 October 2014, is supported by top social media influencers in Malaysia. Nuffnang Malaysia founder Timothy Tiah, for one, shares his heartwarming tale, told through a video, of his hopes and dreams for his son who was born prematurely. Other inspiring stories come from celebrity bloggers like Sazzy Falak, Aishah Sinclair and Samantha Lee.
For each letter submitted, AIA will donate RM1 into the AIA Touching Lives Fund to help children with congenital heart illnesses or those born with a cleft condition undergo corrective surgery.