GSC, Manulife Malaysia Partner To Raise Awareness On Financial Planning, Health Protection
KUALA LUMPUR, Feb 10 (Bernama) -- Golden Screen Cinemas (GSC) is stepping beyond the silver screen with a strategic collaboration with Manulife Malaysia, launching the ‘Life, Directed by You!’ campaign to make financial planning and health protection more relatable and accessible to Malaysians.
The 18-month initiative, running until April 15 next year, will roll out short ads before movie screenings nationwide, alongside social media campaigns and contests offering movie tickets, all designed to raise awareness of financial preparedness and protection.
GSC chief executive officer Koh Mei Lee said the collaboration reflects both organisations’ shared commitment to bringing important life conversations into everyday lifestyle spaces.
“Our cinemas are increasingly becoming lifestyle hubs where people can relax, connect and spend meaningful time together beyond just watching a movie.
“Through this partnership, we aim to move important conversations out of traditional settings and into everyday experiences where Malaysians already spend their time,” she said at the campaign launch today.
Koh added that on-ground activations in cinema halls, digital touchpoints and creative engagements are designed to engage modern audiences, empowering them to make informed life decisions with confidence and resilience.
Meanwhile, Manulife Malaysia CEO Vibha Coburn said the collaboration aligns with the company’s mission to cultivate a financially confident and future-ready community.
“Movies inspire reflection and understanding, showing the consequences of decisions and encouraging people to think about their future. This is the essence of our campaign: life should be directed by you,” she said.
Coburn emphasised that strong financial capability empowers individuals to seize opportunities, navigate uncertainties, and plan for the future with greater confidence.
Citing Manulife’s Asia Care Survey, she noted that Malaysians are increasingly prioritising not just longevity but holistic well-being, encompassing physical, mental and financial health.
She added that the partnership seeks to enhance financial education by integrating these important conversations into everyday environments, making them more accessible to a wider audience.
-- BERNAMA