Since the launch of Red Bull Malaysia’s ‘I AM ENERGY’ campaign in March, the brand is kicking things up a notch for this year’s festivities by initiating a Labour Awareness Month. It aims to honour all Malaysians who have dedicated their lives to the nation’s progress.
The campaign also serves as a reminder to everyone to boost, focus and sustain their energy levels throughout the day to stay productive.
Red Bull Malaysia’s ‘I AM ENERGY’ Campaign
In Malaysia, the workforce comprising of physically-demanding jobs forms the backbone that has significantly contributed to the country’s development. A report by the Ministry of Human Resources in 2017 identified that craft and trade workers, as well as technicians and associate professionals make up a total of 21 per cent of the entire workforce.
These individuals have built the country’s infrastructure, from iconic landmarks such as the KL Tower and KLCC to high-tech offices and every Malaysian’s home.
“Through ‘I AM ENERGY’, we want to remind Malaysians to stay energised through their daily activities, even if they are professionals who primarily work in an office.
In fact, 34.4 per cent of our workforce consists of professionals and they too, need energy to get through the day and perform at their best. Ultimately, we would like to educate Malaysians on the significance of maintaining their energy levels during all occasions,” – Edmund Lee, Head of Commercial, Red Bull Malaysia
Red Bull Malaysia also actively partners all year-round with numerous organisations for on-ground events nationwide for Malaysians to experience Red Bull products; at the same time educating Malaysians on the importance of how the ingredients boost, focus and sustain.
As a nod to the contributions of the entire workforce in Malaysia, a custom-made music video made its debut during this campaign. The music video features Malaysians in various professions singing the song Kau Ilhamku by Man Bai. The video can be seen on Red Bull Malaysia’s social media platforms, Facebook and YouTube.