Myanmar · Social Impact & Purpose
MPT: A Nationwide Clean-Up as One Community
As part of MPT's Myanmar In Our Heart platform, Ruder Finn Era activated a nationwide clean-up campaign that invited the public to join MPT staff in selected regions. Using targeted social advertising to reach existing MPT users, the campaign mobilised 6,000 participants, reached 5.4 million people and received entirely positive feedback.
The challenge
Myanmar In Our Heart promised that MPT belonged to the country. A tagline cannot prove that; action can. MPT wanted a CSR activation that would connect with its fans and give something back to society as one local community.
The activation had to work across regions, not just in Yangon, and to bring ordinary customers out to take part rather than staging a photo opportunity for staff.
Our solution
Ruder Finn Era activated clean-up initiatives across selected regions and invited the public to join. Advanced social targeting connected the invitation with existing MPT users in each area, so that the people who turned up were the company's own customers.
The events were covered and shared as part of the Myanmar In Our Heart story, and generated the most positive feedback of any activity in the programme. Customers and MPT teams worked side by side, and images from the events gave the platform's promise a visible, shareable form.
The results
- Client
- MPT
- Market
- Myanmar
- Services
- CSR and ESG, Integrated Brand and Creative, Community Relations
- Sector
- Telecommunications
- Engagement
- Project
