Green Cross is a leading Manufacturer of healthy living and hygene products with a vision to provide better living for all people. To demonstrate this Green Cross in Vietnam wanted to solve a real world problem that would lead to better living conditions for Vietnamese. Key to this was that the idea had to solve a real tangible problem, be scalable, and lead to both promotion and future activation for Green Cross. The strategy is to promote the Green Cross brand by demonstrating innovation through the solution. Both internally, for Green Cross employees and to an external mass audience. A roadshow of demonstrations of The Kinetic Energy Shoe was rolled out across Vietnam, in school classrooms and town hall meetings. The Kinetic Energy shoe offers a solution for a very real public health and safety problem in Vietnam.

The problem: In Vietnam, many children have to walk long distances to and from school. Often in rural areas without roads. When they get home, it's already dark and they live in areas without power. They do their homework by candlelight.

The brief: Take the Green Cross brand to a new level and a wider audience by solving a real Vietnamese problem to demonstrate Green Cross's innovation and commitment to healthy living in Vietnam.

The strategy was to develop a solution that would both raise awareness of, and solve the issue that could then be taken on a roadshow around Vietnam.

Note this is an ongoing activation. The first goal of the project was to solve a real quality of life problem relevant to Vietnam that is scalable. The successful development of the kinetic Energy shoe is the solution to a real problem in Vietnam. Awareness of The Green Cross brand and the issue is rising significantly in areas after each promotion takes place. To date over 100 schools have been visited and the goal is to visit 500 schools by year end 2015. Before this promotion there was almost zero awareness of the problem or The Green Cross brand as it's products are better known than the brand. The ongoing plan includes activities such as a fun run where kids will wear the shoes and this will be filmed for PR purposes. The Green Cross Kinetic Energy shoe could potentially bring power and better living conditions to anyone, anywhere.

Green Cross makes hygiene products to improve consumers standard of living. The steps: To find a solution to improve the standard of living of children in rural areas. 2, Solve the problem- the Kinetic Energy Shoe. 3, Take the Kinetic Energy shoe on a roadshow around Vietnam particularly focused on schools and town hall meetings. At the schools, the Kinetic Energy Shoe was presented as part of Green Cross's commitment to building healthy communities and better living conditions for all. Stage 4, is a competition where kids can come up with solutions to everyday problems they face related to healthy living. The biggest challenge was developing the Kinetic shoe. While the basic mechanics already existed nobody had yet successfully repurposed it for something as simple as a shoe that generates power. The process took longer than anticipated. The Green Cross roadshow is ongoing and will continue for the next 6 months.