Knock on Wood

Digital advertising agency Bonsey Jaden, has recently been selected by Prudential Assurance Malaysia to launch a campaign for PRUcancer X – its insurance product that provides high cancer protection for Malaysians. With over 100k Malaysians reported to be diagnosed with cancer each year, the topic still remains unaddressed due to its taboo nature; when hearing the word ‘cancer’, knocking on wood is just one superstition used by Malaysians.

The campaign titled ‘UNSUAY’ targets millennials by taking a light and humorous approach to the subject, with the tagline ‘superstition can’t cover you‘. Play.

“The campaign started with a simple local truth – when in a tight spot, Malaysians turn to superstitions. Someone said the C-word? Touch wood! Someone mentions death? We ward off the bad juju by saying ‘choi’. But superstition can’t cover you. We tapped into this insight to get more youths to start talking about cancer and, ultimately, get them protected before it is too late.” – Regional Executive Creative Director of Bonsey Jaden, Adam Chan.