Suria KLCC’s #BeKindOnline campaign tackles cyberbullying

Suria KLCC, Malaysia’s iconic shopping destination, successfully concluded its #BeKindOnline campaign. The initiative, which ran from 10 to 20 October, aimed to combat the rising issue of cyberbullying while promoting safe, positive digital spaces. It continued Suria KLCC’s long-standing commitment to mental health advocacy, featuring a mix of online and on-ground engagements to raise awareness about the impacts of cyberbullying and offer solutions for healthier online interactions.

Communications Minister Fahmi Fadzil officiated the campaign and participated in its first podcast session, addressing government regulations and policies to tackle cyberbullying. His participation highlighted the role of legislation and policy in safeguarding internet users from online harassment, offering insights on the government’s approach to this critical issue.

Collaborations with Mental Health Organisations

This year’s #BeKindOnline campaign extended partnerships with key mental health organisations, including the Malaysian Mental Health Association (MMHA), Befrienders KL, the Mental Illness Awareness and Support Association (MIASA), and Nyawa. Taylor’s University’s Mental Health and Well-being Impact Lab also joined the initiative, providing expert consultations and podcasts aimed at educating the public on mental health support mechanisms.

As part of its fundraising efforts, the campaign featured the sale of the Suria Ribbon Pin, with proceeds going toward mental health programmes run by these partner NGOs. The RM10 pins were available at the Concierge and served as a symbol of support for those affected by mental health challenges, especially cyberbullying.

A Digital-First Approach to Awareness

The #BeKindOnline campaign took a digital-first approach to spread its message, leveraging social media platforms and influencer collaborations. Key personalities shared their personal experiences with cyberbullying, alongside expert advice on how to navigate online negativity. The campaign utilised podcast snippets, bite-sized videos, and online discussions, ensuring that the message reached a broad audience across various digital platforms.

The online effort complemented the on-ground presence at Suria KLCC, amplifying the conversation on creating safer digital spaces and promoting kindness online. Visitors could engage in discussions led by mental health professionals and influencers through live podcast recordings, which were also shared widely on social media.

Interactive Safe Space for Mental Health Support

At the heart of the campaign was a Multifunctional Safe Space located at the Park Mall entrance of Suria KLCC, designed to offer both an educational and therapeutic experience for visitors. Live podcast recordings featuring experts from NGOs, influencers, and cyberbullying survivors were held here, allowing visitors to hear first-hand accounts of the struggles and solutions surrounding online bullying.

The space also served as a consultation area, where mental health professionals from participating NGOs provided free clinics, workshops, and practical tools for coping with cyberbullying. Visitors were encouraged to take advantage of expert advice on maintaining mental wellness in the digital age.

Adding to the campaign’s interactive nature was the Digital Kindness Wall, where visitors could select positive messages and share them on Instagram. This initiative not only promoted a sense of community but also served as a reminder of the power of words in shaping online experiences.

The campaign’s success, coupled with Suria KLCC’s recent Platinum recognition at the PPK Malaysia ‘Best Experiential Marketing’ Awards 2023-2024, underscores its unwavering commitment to making a positive impact on the community. This award acknowledges Suria KLCC’s continuous efforts in raising mental health awareness and promoting digital safety.