October 2011 was Breast Cancer Awareness Month in Malaysia. BFM 89.9 supported the larger initiative with this thought: since breast cancer can strike when least expected, can an awareness campaign also do the same? Our solution was to interrupt regular radio programming on the all-business channel BFM 89.9 with awareness messages, seamlessly delivered by newscasters or programme hosts themselves, read in exactly the same style as the news, daily updates or business coaching segments they were presenting.
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