Communication · ROOTS
Jom!Fit Carnival
Malaysians are always on the move, but how often do we pause to think about our bones and joints before they slow us down? The Jom!Fit Carnival set out to spark a national shift towards proactive health, making wellness a part of daily life.
Challenge
Arthritis and joint health rarely get attention until pain disrupts routines. The real challenge was to make preventive care feel urgent and relatable, transforming a clinical subject into something Malaysians could connect with and act on before problems appeared.
Solution
ROOTS anchored the campaign in three dynamic PR pillars: KOL storytelling, community engagement, and seamless PR management. Influencers shared personal, everyday stories about bone and joint health, making the topic accessible and real. The Jom!Fit Carnival’s centrepiece, the 500 Wellness Laps Challenge, saw OneSeventy Cadence—an all-women running club—lead the way, embodying the message of small, proactive steps for better health. The club completed 499 laps, then VIPs and guests joined for the final lap, creating a powerful visual and communal launch moment. ROOTS managed every detail, from media engagement and spokesperson prep to launch-day facilitation, ensuring the message resonated far and wide.
Impact
The campaign delivered 56 pieces of media coverage, with 39 earned by ROOTS PR, spanning online, social, and television. It reached 48.6 million people and generated RM6.49 million in PR value.
Everyday stories and a communal challenge put proactive joint health in the spotlight.