C27 partners Cancer Research Malaysia to amplify mission to save Asian lives

Digital enablement agency C27 has announced its partnership with independent non-profit Cancer Research Malaysia as it looks to amplify Cancer Research Malaysia’s mission to “Save Asian Lives” while breaking the stigma around cancer by building a supportive digital community, said C27 in a statement.

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Cancer Research Malaysia works on filling the current research gap on cancers affecting Asians, where genetic, lifestyle and environmental factors make them particularly vulnerable to the disease. By focusing on cancers that are more common in Asians, it intends to close the care gap and provide treatment strategies tailored to Asian populations.

Collaborative materials by C27 and Cancer Research Malaysia feature the cost of donations to cancer research compared to local meals such as Nasi Lemak or Chicken Rice, reflecting how small donations can make big differences when it comes to cancer research.

"At C27, we believe in using our digital capabilities to impact society positively. Partnering with Cancer Research Malaysia aligns perfectly with our values, as we aim to leverage our creative and strategic expertise to help raise awareness and support their crucial research initiatives,” said Azlyn Balqis, editorial director of C27.

Showcasing a jingle following the motif “Wouldn’t it be nice?”, Cancer Research Malaysia’s brand video showcases how it would be nice to live a long and healthy life through snapshots of different families living harmoniously.

This is followed by visuals promoting its development of Malaysia’s first cancer vaccine, followed by initiatives such as its patient navigation programme, AI-powered mobile app and genetic risk calculator.

"By combining our scientific expertise with C27's digital knowledge, we can engage more people in the importance of cancer research and the significance of our mission to save Asian lives. Together, we can drive meaningful change and make strides toward a future free from the burden of cancer," said Andy Khoo, CEO of Cancer Research Malaysia.

Recently, C27 also announced its partnership with Experiential Design Team (EDT), an interactive entertainment company that focuses on creations of virtual characters and spaces for brands to integrate into the meta-world. In a statement made by C27 at the time, the digital enablement agency saw this as a “bold but expected step” in revolutionising marketing and branding in Malaysia.

EDT’s main set of focuses include metaverses, which create virtual worlds to drive digital engagement and play games based on existing block-chain interactions or new platforms. C27 is able to leverage on integrating interactive content within both metaverse and physical spaces, to drive its mission of meaningful digital transformation.

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