As the world’s leading food processing and packaging solutions company, Tetra Pak’s products serve the needs of millions of people across 160 countries. Despite these numbers, Tetra Pak, and the huge role it plays in sustainability, is still largely unknown by consumers.
The Challenge
Our challenge was to make Moms aware of the brand’s purpose, ‘Protect What’s Good’, and encourage them to actively choose Tetra Pak packaging when shopping.
The Insight
Teaching your children about sustainability can be fast and fun. It only takes a moment to water a plant, turn off a light, close a door or select a product with the Tetra Pak logo – protecting family and the environment.
The Solution
An online challenge called ‘A Second For Good’ that encouraged Moms to upload a video of themselves and their children doing good deeds in 1 second clips. When 200,000 seconds of video clips were reached, a water filtration system and 10,000 cartons of milk were to be provided to the underprivileged community of Tram Chim, Dong Thap Province in Vietnam.
It takes a second for moms to check for a Tetra Pak logo to protect what’s good for family, foods safety and the enviroment.
On the 1st phase of the campaign, we created 3 online videos for raising awareness to 3 main pillars of Protect What’s Good. Then, we launched ” A Second For Good” online challenge that inspires the consumers to engage in and make a habit of doing 1 second act of goodness. To join the challenge, every one can take a short video showing an act of Protecting What’s Good, share it on their Facebook or the campaign website with #motgiayhanhdong hashtag.
Results
The rewards for the challenge are the CSR activities that attached to 50K and 100K seconds milestones. When 200,000s of videos were reached, we teamed up with WWF to provide water purification system to the school of Tram Chim where the water undrinkable.