Muong Thanh Group's annual CSR program was born with the desire to help the poor have a happy Tet as well as inspire everyone in society to care for each other.
To reposition the brand image through CSR program (Muong Thanh Group humanitarian fund) and create compelling reason for love all over Vietnam.
In Vietnam, A huge number of patients who still live alone in a leprosy camp, very lonely when they are shunned by their family members.
There is still a part that thinks that leprosy patients are a dangerous and highly contagious disease, so people are afraid and abandon them. Therefore, we need to take action to solve two problems: distance and abandonment from sick people and distorted understanding of the disease.
Idea
Feastful Tet
Focusing on the emotional message of people care and Tet reunion, we add a story about the elders in leprosy camp abandoned from a family which is created a big impact on the audience’s feeling. The elderly shared Tet’s memories that were very far away and the current story is lonely and lost. The iconic moment “Tet with leprosy patients” after knowing the story touched strongly with all audiences.
Results
Thanks to the video that touches the hearts of individuals in the days leading up to Tet, the video “Feastful Tet” has attracted the community with: 9,600 shares, 27,000 likes, and 508,000 views