Confidence is instrumental in helping women to succeed. This was one of the findings by global market research leader Ipsos, in a survey released in conjunction with International Women’s Day 2020. Of the 500 Malaysians surveyed, over a third (at 36% [against the global average of 25%]) say that confidence is important in helping women succeed.
With those insights in mind, MAGGI rolled out an empowerment and upskilling campaign for women named Program Mentor Wanita Cukup Berani MAGGI (PMWCBM) to encourage women to be brave in stepping out of their comfort zone and taking on new challenges. Launched in August 2020, PMWCBM is a nationwide campaign in partnership with Google Malaysia via Women Will, a Grow with Google programme, through a series of online workshops on confidence building and entrepreneurship/digital upskilling, followed by a Masterclass on ‘How to run a food business’.
The communications programme centres towards a multi-channel, multi-pronged approach in seeding out core messages not only via media platforms, but also through various grassroot channels and the participants of the eventual reality TV series – Resipi Berani MAGGI. The PR messaging centred on showcasing the transformation of ordinary women, while inspiring the rest to join the upskilling and mentoring journey with MAGGI – or on their own.
