Driving Change in Thailand

Singapore – Driving Change, the 360-degree CSR series produced by activeTV Asia and media agency MEC, was honoured at the Singapore Media Awards.

The first-of-its-kind reality production saw TV personality Henry Golding travel to five cities in Asia in an attempt to fulfil a series of tasks that would aid local communities. The catch; he only had three days to pull off each challenge and had to tap into the power of social media to recruit assistance and donations.

Communities that benefited from Driving Change included sourcing 2,000 pieces of sporting equipment for the children of Smokey Mountain, The Philippines; rebuilding the library for the flood-stricken Ba Nong Plong Pode school in Thailand; and raising RM30,000 for a year’s supply of school resources and food for 50 children from the MyKasih Foundation, Malaysia.

Golding’s efforts were relayed and documented in real-time via social media channels, such as YouTube, Twitter, Facebook, Instagram and through a microsite on the regional Caltex website. Additionally, regular video diaries played on the National Geographic Channel. The series culminated in a one-hour TV special that debuted on StarWorld on January 1, 2013.

At its completion, the campaign benefited more than 18,000 children and elderly people across the region and garnered more than 700,000 unique video views on YouTube alone. Driving Change also marked the launch of activeTV Digital, the company’s digital/online production division.