MVO: The radio station Business FM 89.9 has been described as the BBC of Malaysia. It's acronym-driven station IDs are iconic. Even the topical versions have a constant style. Here is a sample:
ANNCR: Bold Factual Media, BFM 89.9.
SFX: BEEP
ANNCR: Bickering Frustrates Malaysians, BFM 89.9.
SFX: BEEP
ANNCR: Be Faithful Men, BFM 89.9.
MVO: In conjunction with World Heart Day 2012, we gave their station IDs an unexpected twist. This is what went on air:
ANNCR 2: Mistaken For Heartburn, MFH 89.9.
ANNCR 2: The symptoms of a heart attack can take on many forms. No two are the same. Learn to spot the signs, and save a life. See malaysianheart.org for more information. This is MFH 89.9, in support of World Heart Day.
MVO: Throughout the day, listeners heard various versions, including:
ANNCR 2: Not Anxiety Attack, NAA 89.9.
SFX: BEEP
ANNCR 2: Slight Lasting Discomfort, SLD 89.9.
SFX: BEEP
ANNCR 2: Limp Tingly Arms, LTA 89.9.
SFX: BEEP
ANNCR 2: It's Not Flu, INF 89.9.
MVO: All versions were followed by a reminder, that the symptoms of a heart attack can vary. By changing it's familiar call sign, we turned the brand itself into a public service announcement, and clearly reminded Malaysians that heart attacks can come in any form, even as BFM 89.9's iconic station IDs.