Challenge

MPT had raised money through a vanity number auction and decided to use it for CSR efforts. They partnered with Panasonic to provide solar lanterns to Phaung Daw Oo monastic education organization and wanted a one-time event to be managed by an outside agency.

Strategy

We proposed a branded campaign “Lighting The Way Forward” to turn the donation into multiple smaller activities in key, rural parts of Myanmar and use documentary film-making techniques to bring the whole story to life, along with exclusive broadcast media partner, MRTV-4. This made the one-time event into a 6-month high impact CSR campaign that build a good relationship with MPT all over the country. Video.

$94.1

Thousand USD media value

500k+

Social media video views

40m

News stories about the CSR initiative