Our challenge: how to transform an «ordinary-expected» yearly team-building event, for a multinational company: in an original lifetime experience with multiple benefits for the company, the participants as employees, as individuals and have a social sustainable impact for the society, thus addressing social and ethical issues!

So for the first time, all the employees of MSD, voluntarily participated in a Social Hackathon and in ONE DAY they created, all the communication-promotional materials of a National Awareness Campaign for the Inclusion of Disabled Persons in Greece. The materials created: a TVC, an animation-movie, social-media statements and collective artworks. Under the name “The Power of One Day”, 230 employees, volunteered together with 70 specialists on advertising, to create all the promotional materials for the campaign, in less than 24 hours! This initiative gave participants the opportunity to meet and collaborate with disabled persons, whose life stands out as an example for everyone.

After the campaign promotional materials creation on MSD’s Social Hackathon, we launched the 1st National Awareness Campaign of the Inclusion of the Disabled People in Greece, on a joint press conference, of MSD & ELEPAP, in Athens on 01/06/16.

Reporters from all major media were invited and we got an intense national coverage of this original campaign that address social and ethical issues, for the non-inclusion, of more than one million fellowmen that have disabilities. Due to the importance of the social messages, this campaign is getting all media exposure for FREE. The TVC and the Social Media statements increase awareness in adult audience were the Animation-Movie reaches children through a national school intervention program. The collective art elements, functions as patterns of decorating every day items that are being sold in order to fund the campaign.

The duration of this National campaign will be 24 months, with ending-date 31/05/18!

Tier 1: A mix of major TV stations, digital, printed and social media, together with alternative media channels, offered in depth media coverage in Greece. The messages of inclusion, were clear and have reached the target audience.

Tier 2: This National campaign has as Target audience the general public in all age groups with a total reach of more than 3,5M until now. Among them are 3350 students from various schools in Greece. This project has created multiple PR stories that benefit all stakeholders. The least we can say and justify is that all 300 participants (230 employees-volunteers and 70 experts) can be considered as Ambassadors of this cause - that have fully comprehend the need for changing their attitude towards people with disabilities. The proof of their final understanding is their engagement and the professional outcome of all the deliverables of their Social Hackathon. A TVC, an Animation Movie, the 100 Social Media Statements and the 10 collective artworks.

The TVC is still airing and so we do not yet have publicity report for the 3rd Airing session (3rd month) that started 1/04/17.

Now regarding

Tier 3: we have no means to associate this activity with sales/revenues/profits etc with the Social Hackathon. MSD gained higher score on The Best Workplace 2017 and raised their position to 4th place. CR Index results are expected to be announced.