Malaysian Media Awards Winners Showcase

2012 | |

Transforming Orphanages Into Homes

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: -
Credits: -

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Nippon Colours of Life has a mission to breathe life into every environment through the use of colours to the under privileged. Through the years, in partnership with Nanyang, we have transformed more than 50 New Village schools. We want to reach out to more children in a meaningful manner.

Malaysians are usually a generous lot. Most orphanages we approached say there is hardly shortage of food and basic necessities. But we found out that the living conditions are usually neglected, run down and miserable. We approached leading mass media to involve their respective audience to join us to make a donation that will pave the way to transform these orphanages into homes. NP topped up by donating labour and product.

Media Prima and AMP came on board. At no cost, they used their inventories to spread the message and got thousands of their listeners and viewers to participate. Orphanages were selected from audience’s recommendation on Facebook. With the audience’s contribution and participation, each were cleaned, painted and transformed into a warm and welcoming home environment. As the final detail, every child was given a 2-foot Blobby plush toy to hug and sleep with at night.

More than 300 orphans now come “home” to a better and warmer environment. Normal activation and events have ROI targets tied to sales. For Nippon Paint, letting the children know they are not forgotten, that’s ROI enough for us.