Protecting Adult Respiratory Health in Southeast Asia: Pfizer’s “For the Reasons that Matter” Campaign
Malaysia, Indonesia, Singapore and the Philippines together represent more than 300 million people. These nations are ageing rapidly, carrying a heavy burden of chronic disease. A new YouGov study of over 200,000 adults shows a troubling reality: while 70% aspire to be fit and healthy, at least one in three admits they do not look after their health as much as they should.
In response, Pfizer Malaysia, in collaboration with healthcare professionals, has launched “For the Reasons that Matter”, a public awareness campaign focused on adult respiratory health. Running simultaneously across all four countries, the campaign highlights the impact of serious respiratory illnesses — including COVID-19, influenza, RSV and pneumococcal pneumonia — on quality of life, independence and family responsibilities.
The Health Gap
“Across all four markets, we see a clear gap between what adults want for their health and the steps they take to protect it,” said Ms Deborah Seifert, Cluster Lead for Pfizer Malaysia, Singapore, Indonesia and the Philippines. “This campaign is about making respiratory health conversations more relevant, more human and more actionable.”
Respiratory illnesses strike without warning. In Malaysia, pneumonia was the second leading cause of death in 2024, and the leading cause among adults aged 60 and above. With older adults now making up 12% of the population — projected to reach 5.8 million by 2030 — the stakes are high.
The National Health and Morbidity Survey (NHMS) 2025 revealed:
• 39% of older Malaysians have diabetes
• 73% have hypertension
• 76% have high cholesterol
• 30% live with all three conditions simultaneously
• Half of those with diabetes or hypertension are uncontrolled
Why Respiratory Health Matters
Respiratory illnesses are not just childhood concerns. For adults, especially those with chronic conditions, they can destabilise years of managed health, trigger hospitalization and impose invisible burdens on families.
“Respiratory health often feels invisible until something goes wrong. Unlike a sprained ankle, you cannot see your lungs. But illnesses like pneumococcal pneumonia, influenza, COVID-19 and RSV can lead to serious complications, especially as we age,” said Dr Rokeshwar Hari Dass of CareClinics Healthcare Services.
Professor Dr Tan Maw Pin of Universiti Malaya added: “The decisions we make in our fifties and sixties shape what our seventies and eighties look like. Respiratory health is central to staying independent.”
The Role of Healthcare Professionals
Healthcare professionals remain the most trusted influence. The YouGov study found:
• 57% of Malaysian adults act only on their physician’s recommendation
• 52% research health matters independently before consulting a doctor
• 56% cite social media as a health information source
This dual behavior places doctors at a critical juncture: separating fact from misinformation and turning awareness into action.
Healthy Ageing and Family Responsibility
For many adults, health is not just about longevity — it is about independence, family time, travel and dignity. Respiratory health is central to achieving these goals.
The campaign reframes self-care: looking after respiratory health is not selfish, but the most responsible act for the people who depend on you. This message resonates strongly with Malaysia’s sandwich generation, balancing care for ageing parents and growing children while often neglecting their own health.
About the Campaign
“For the Reasons that Matter” is a first-of-its-kind initiative launched during World Immunization Week 2026. It unites medical experts, healthcare professionals and community voices to raise awareness of serious respiratory illnesses and their impact on adult quality of life and healthy ageing.
