Hungary is one of the most pessimistic nations in the world. That’s why Soproni, the leading local beer brand decided to stand for optimism and made its strategic mission to encourage people to think and act more positively. In summertime, when other beers are promoting their brands by offering lower prices and lots of prizes Soproni decided not to follow the beer market summer promotion traditions but do something completely different and launched the Good Deed Program, a nationwide charity movement supporting unemployed people. With every pint of Soproni consumers donated the Good Deed Program by HUF 10, making them feel to act together with the whole community for a good cause.

The campaign became a real summer hit. Soproni sold nearly 2 million glasses of beer in two months, collecting 330 000 EUR in donations and generated 12 million media impressions.

The accumulated sum was used in a tangible way all over the country: to help the unemployed participants prepare for a job interview with trainings, job fairs, professional advisory and gave every kind of support to integrate them back to the world of labour.

With the help of the programme we could activate jobseekers and with the thorough study of the topic at the same time we contributed to the fact, that the majority of the society should think different about joblessness. Not to think of their peers as unemployed people, but as jobseekers.

With the unique summer activation Soproni proved that together we can do more for solving social issues.