Since 1986, MSD Malaysia’s philanthropy work towards the HIV/AIDS plight has been a long-term commitment which further complements MSD worldwide vision in improving the lives of those living with HIV/AIDS.  Through the collaboration with local health authorities and non-government organizations, the many initiatives included the development of treatment guidelines, public and medical education programmes to combat the disease.

For three months, MSD Malaysia set out to make a difference towards the HIV+ community via the SMS – Make A Difference campaign.  Partners of this collaboration were MSD Malaysia, the Malaysian AIDS Council (MAC), the Malaysian AIDS Foundation (MAF) and Articulate New Media.   

The campaign objectives were two-fold.  The first objective was to help change the mindsets Malaysians about the stigma and discrimination faced by people living with HIV/AIDS (PLWHAs). The second was to help raise funds via SMS by sending the word HOPE to the number 32121.  For each SMS sent, RM1 was donated to the MAF for the prevention, care and support of those with HIV/AIDS.

Launched on September 16, 2003, by Yang Bhg Datin Paduka Marina Mahathir, President of Malaysian AIDS Council and Chairman of Malaysian AIDS Foundation, the campaign was supported by publicity, hard-hitting press and radio advertisements. The nationwide poster distribution exercise spearheaded by MSD employees saw them soliciting the assistance of business associates, friends and family members to help spread the message of HOPE at restaurants, hospitals, clinics, apartment buildings and other outlets.

Statistics from the Malaysian Ministry of Health in 2002, 19 new HIV infections were reported in Malaysia  per day, of which 81% were amongst those aged between 20 – 39 years. 

To address this issue, the grand finale of the campaign saw an initiative with a few local colleges to showcase what the themes stigma and discrimination or prevention were via various artistic expressions such as song, drama and poetry.   The rationale behind this was to allow the college students to be mindful of the dangers of HIV/AIDS and why they need to live carefully.

Mr. Ewe Kheng Huat, Managing Director, Merck Sharp & Dohme Malaysia said, ”The more effective we can be in highlighting the challenge that HIV poses to the Malaysian society and to those living with the virus, and the more we can do through this campaign to help change attitudes and behaviours, the better the long-term prospects for those living with HIV/AIDS in Malaysia.”

The campaign helped raised over RM22,000 for the HIV+ community but also in bringing forth the education regarding the HIV/AIDS epidemic and highlighting the fact that people living with HIV/AIDS do need care and support which is considered as crucial as their treatment.

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