Content Champions: HOMESOY

Homesoy, launched in October 2007, is a leading Malaysian soya milk brand known for its homestyle recipes. The name reflects warmth, naturalness, and authenticity, while its “soya in a bowl” icon underscores a comforting, wholesome approach. Homesoy products contain no preservatives, are rich in soya protein, and are designed to support daily nourishment. Widely available in supermarkets, retail outlets, and food courts, the brand is celebrated for simple, natural, and homestyle goodness.

Content Champions is a segment during A+M's Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Excellence Awards 2025 and chosen for coverage by the editorial team at A+M. 

Brand: HOMESOY 3.0
Campaign: Breast cancer survivors engage Malaysian women to drive 11,000 screenings

Challenge

Breast cancer awareness often relies on fear-driven messaging, but such content struggles to break through and drive action, particularly among women aged 30 to 50. Early detection is critical, yet many women delay screening due to emotional barriers, low perceived relevance, or lack of motivation. HOMESOY 3.0 faced the challenge of shifting mindsets, making mammography immediate, personal, and actionable, while encouraging women to take proactive steps to protect their health.

Strategy

HOMESOY 3.0 anchored the campaign around a single visual and conceptual cue: The "dot", representing a small, early-stage tumour. Simple yet powerful, the dot symbolised the window of opportunity for early detection. The campaign aimed to transform fear into empowerment, reframing mammography as a proactive step for reclaiming one’s health.

Central to the strategy was storytelling. HOMESOY 3.0 partnered with six breast cancer survivors to serve as changemakers, sharing their journeys of hope, resilience, and the life-saving benefits of early detection. By humanising the message through authentic narratives, the campaign encouraged women to confront their own health proactively. Every creative touchpoint from video content to on-ground activations reinforced the core message of acting early and stopping the dot before it is too late.

Execution 

HOMESOY 3.0 brought the campaign to life through a comprehensive multi-channel approach designed to combine education, action, and emotional storytelling. Six cancer survivors served as changemakers, sharing their real-life journeys to inspire and motivate women toward early detection.

Their stories were captured in video content that was authentic, emotionally engaging, and strategically distributed across social media platforms including Meta, YouTube, and iQiyi. The content targeted women aged 30 to 50 with interest-based precision, covering health, wellness, parenting, breast cancer awareness, and nutritional supplements.

On-ground activations were a core pillar, taking place across 49 partner locations including hospitals, retail outlets, fitness centers, and lingerie stores. These activations featured contextual stickers and mirrors encouraging women to perform self-breast checks and book mammograms. Partner hospitals facilitated screenings and provided HOMESOY 3.0 packs to women who completed their mammograms, reinforcing both health action and product engagement.

Retail roadshows and eCommerce partnerships ensured HOMESOY 3.0 was highly visible, with bulk orders and in-store displays tied directly to the campaign’s messaging.

A microsite served as the campaign hub, consolidating educational content, survivor stories, mammogram booking tools, and HOMESOY 3.0 product information. The hub allowed users to engage with the campaign digitally, watch changemaker videos, and locate on-ground activations. Digital-out-of-home placements near hospital locations amplified the call-to-action, while Grab partnerships provided convenience for product purchase and access to screenings via GrabMart and GrabRide vouchers.

Finally, HOMESOY 3.0 collaborated with Cancer Research Malaysia to host a press conference, sharing updates on breast cancer research and featuring the changemakers for interviews. Gallery showcases highlighting survivor journeys were placed in shopping malls and major supermarkets, allowing the public to experience the campaign up close.

Check out the other winners here.