Despite the ever-increasing competitive pressure in the stationery market, Thien Long remains a top choice for Vietnamese consumers today. A recent survey found that up to 61% of students now regularly use Thien Long’s school supplies. One of the driving forces behind this solid position is the company’s CSR strategy, which focuses on education and helps the brand connect with the hearts of millions of Vietnamese consumers.
Last November, Thien Long Group touched hearts with its “Sharing with Teachers” CSR program, which has been running for 10 years. Mr. Trinh Van Hao, Director of Communications and External Relations, emphasized that Thien Long constantly innovates this project by bringing new stories and perspectives. This not only helps maintain its appeal but also enhances its contribution to the community.
**The decade-long “Sharing with Teachers” CSR campaign stays relevant with a youthful twist**
Mr. Hao revealed that Thien Long always refreshes the “Sharing with Teachers” project with new stories and perspectives. Each year, the organizers and media partners travel across the country to listen to and share the stories of teachers. As the target audience shifts from students to younger generations like Gen Z and Gen Alpha, the communication strategy for Thien Long’s CSR projects has also evolved with new approaches and media channels.
Ambassadors of the “Sharing with Teachers” program
Mr. Hao shared, “When implementing community programs, Thien Long closely follows the shifts in community and societal dynamics, especially the changing demographics of students and parents over the past decade. Therefore, the communication aspect of the ‘Sharing with Teachers’ project has seen significant changes in recent years. We have expanded our reach by diversifying our approaches to get closer to the younger generation. The project is not only promoted through traditional media channels like newspapers but has also ventured into TikTok, a social media platform favored by young people, and collaborations with influential figures. Through these channels, we aim to convey the message of ‘honoring teachers’ to the youth, providing them with an opportunity to understand the project better and express their gratitude towards their teachers during this special month dedicated to educators.”
Thien Long’s CSR projects gain traction through their skillful communication strategies
**Decades of persistence and consistency in education-focused CSR initiatives**
Mr. Trinh Van Hao affirmed that for Thien Long, CSR is not just a part of its corporate culture but also a long-term and sustainable commitment. For over 40 years, the Thien Long Group has consistently allocated a portion of its annual budget to CSR activities. This not only demonstrates the company’s social responsibility but also proves its determination to positively contribute to the community, creating sustainable and long-lasting values.
Notably, Thien Long’s CSR activities consistently target beneficiaries within the education sector. Initiatives like the “Color Festival” for elementary and middle school students, “Boosting Exam Confidence” for high school and university students, “Sharing with Teachers” for educators, and “Green School” focusing on environmental education exemplify this consistency.
“Thien Long is a business that provides products for education, serving students and teachers,” Mr. Hao emphasized. “Moreover, from the very beginning, the Thien Long brand has always valued knowledge, and we believe in the power of knowledge to bring positive change to society and the community. That’s why, from the start, Thien Long chose education as the primary focus of its CSR efforts. By doing so, all CSR activities are directed towards beneficiaries within the education sector, such as students and teachers. This consistency ensures that our CSR strategy stays on course and effectively conveys the group’s image and communication objectives.”
Additionally, Thien Long’s CSR projects are characterized by impressive longevity, notably the “Sharing with Teachers” and “Boosting Exam Confidence” campaigns. Regarding this sustainability, Mr. Trinh Van Hao emphasized that the core factors underpinning the solid foundation of Thien Long’s CSR endeavors include a clear CSR policy from the group’s leadership and a consistent implementation approach centered on education. These elements have enabled Thien Long to sustain and evolve its CSR initiatives effectively and sustainably.
This insightful conversation with Mr. Trinh Van Hao, presented by Marketing AI, offers fresh perspectives on CSR and brand building. Marketing AI is currently one of the top 3 leading news sources for Communications and Marketing, featuring exclusive interviews with prominent brands. Through these articles, readers gain direct insights from brands, stay updated with the latest news, and delve into in-depth analyses of communication strategies and special projects. For the full interview with Thien Long and the latest sustainability developments from leading brands, visit Marketing AI!
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