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The “Outstanding CSR Campaigns on Social Media H2/2024” report by YouNet Media reveals that out of 213 CSR campaigns, 39 focused on the field of community health. This sector alone accounted for 60% of total discussions across the CSR campaign landscape during this period. Among them, Manulife’s campaign “Live – Clean – Smart – Green” took the lead with impressive reach and engagement. So, what were the key factors behind this campaign’s remarkable success? And is community health truly becoming a leading trend in CSR initiatives that brands can embrace in 2025? Get your free copy of the “Outstanding CSR Campaigns on Social Media H2/2024” report here.
Disclaimer: CSR (Corporate Social Responsibility) is a management concept whereby companies integrate social and environmental concerns into their business operations and interactions with stakeholders (Source: UNIDO). To be included in this report, CSR campaigns must have taken place between 01/07 – 31/12/2024, and feature at least three CSR-related communication activities on social media (e.g., launching a music video, organizing contests, booking KOLs, press coverage, fundraising, relief efforts, etc.); campaign hashtags and CSR-related messaging must also be included. Communication activities within a campaign that are not related to CSR will not be included in the data scope of this report.
1. The Trend of CSR Campaigns Centered on Social Issues in H2/2024
According to YouNet Media’s “Outstanding CSR Campaigns on Social Media” report, the number of CSR campaigns promoted on social media in the second half of 2024 saw a significant increase of 35% compared to the first half of the year, generating 1.79 million mentions. Notably, nearly 70% of CSR campaigns in H2/2024 focused on social issues such as healthcare, education, and poverty alleviation, contributing to 82% of total market discussions.
Disclaimer: A single CSR campaign can be classified under more than one pillar .
When categorizing CSR campaigns by specific pillars, YouNet Media found that Education and Community Health were the two leading sectors in terms of campaign volume, with 48 campaigns under Education and 39 under Community Health. This highlights the growing concern of the online community regarding social issues, especially in the areas of education and community health.
Notably, Community Health alone—with 39 campaigns—accounted for 60% of total CSR-related discussions across the market, further underscoring the importance of health in the minds of social media users. It is evident that in the second half of 2024, Community Health emerged as a key trend in CSR implementation, prioritized by many brands and met with strong positive responses from the community.
2. TOP 5 Most Outstanding CSR Campaigns – Community Health Campaigns on Social Media in H2/2024
To honor the campaigns that made a positive impact on the community via social media, especially in the field of community health, YouNet Media announced the TOP 5 Most Outstanding CSR Campaigns – Community Health Sector on Social Media in the second half of 2024. These campaigns not only received enthusiastic support from users but also delivered real value by raising awareness and encouraging practical actions to protect community health.
The TOP 5 most talked-about CSR campaigns – Community Health Sector on social media in H2/2024 include: #1 Campaign “Sống Sạch – Sành – Xanh” – Manulife; #2 Campaign “Ngày Yên Cùng Thiên Nhiên” – LaVie; #3 Campaign “Không gian thể thao thanh niên – Tiếp năng lượng, bừng sức trẻ” – TCP; #4 Campaign “Sabeco Sports Hub – Gắn kết tinh thần thể thao” – Sabeco; #5 Campaign “Thương Mình Ở Tương Lai – Dự Phòng HPV Từ Hiện Tại” – MSD.
Disclaimer: The Top 5 rankings are based on the YMI Score index, which includes: Buzz Score, Audience Scale Score, Objective Mention Score, and Sentiment Score. Campaigns in the field of disaster relief are not included.
Holding the top position, “Sống Sạch – Sành – Xanh” was Manulife’s campaign celebrating its 25th anniversary in Vietnam, carried out in collaboration with the Vietnam Young Physicians Association to raise awareness about digestive health. With the message “Eat Clean, Live Smart, Think Green,” the campaign not only helped the community better understand the importance of digestive health but also promoted a healthier lifestyle.
This campaign also secured the #1 spot on YouNet Media’s TOP 20 Outstanding CSR Campaigns on Social Media in H2/2024. It recorded over 687K mentions, with 64% of them being positive, and led across all four evaluation metrics: Buzz Score, Audience Scale Score, Objective Mention Score, and Sentiment Score—demonstrating its strong reach and impact across social media platforms.
Download the full report for free here.
What were the key factors behind the success of the “Sống Sạch – Sành – Xanh” campaign?
(1) A focused and memorable message: With its creative wordplay—from the campaign name “Sống Sạch – Sành – Xanh” to the core message “Eat Clean, Live Smart, Think Green”—Manulife delivered a message that felt familiar and enjoyable to the audience, making it easier to remember. By using simple yet focused language, Manulife effectively conveyed the importance of digestive health and encouraged a healthy lifestyle.
(2) Integration of online and offline activities: The campaign stood out with a series of meaningful activities that brought real value to the community. A key highlight was the “Community Health Volunteer Day,” which offered free health check-ups and Helicobacter Pylori (HP) screenings for the public. By November 2024, in addition to continuing the check-up activities, the campaign expanded its reach on social media with the “Khoe Khoẻ” online challenge—encouraging people to share and showcase their own Sạch – Sành – Xanh lifestyle.
Citizens participated in the “Sống Sạch – Sành – Xanh cùng Manulife” Community Health Volunteer Day – Source: Manulife Vietnam
(3) Leveraging multi-channel communication: Communication channels played a crucial role in delivering the campaign’s message and encouraging public engagement. The “Sống Sạch – Sành – Xanh” campaign skillfully combined both online and offline media to broaden its impact. On social media, interactive activities were continuously rolled out to keep the momentum going. Thanks to the large follower base of hot fan pages such as Lang Thang Hà Nội, Hóng Sài Gòn, Én, Gia Đình Dzăn Hoá, and KOLs like Salim, Suboi, Kiều Minh Tuấn, Lương Thế Thành & Thúy Diễm, the campaign’s message reached a wide and diverse audience. At the same time, offline communication efforts were also carried out to spread digestive health awareness through public transportation channels—specifically, bus ads in major cities like Hanoi, Ho Chi Minh City, Nghệ An, and Thanh Hóa.
Stomach cancer prevention bus ad – Source: Manulife Vietnam
By seamlessly integrating Message, Activities, and Media Channels, the “Sống Sạch – Sành – Xanh” campaign successfully captured public attention and left a lasting impression on the community. Beyond its catchy and memorable message, the campaign offered real value through activities like free health screenings, creating opportunities for the brand to connect directly with the public. Moreover, leveraging both online and offline media to amplify the message of prioritizing digestive health helped the campaign maintain engagement and rapidly expand its reach through social media and digital communities.
3. Conclusion
CSR campaigns in the second half of 2024 clearly reflect the growing consumer interest in social issues. Notably, Community Health emerged as a standout focus, with 39 campaigns accounting for 60% of total CSR-related discussions on social media. This indicates a promising trend that brands can continue to leverage when building their CSR strategies for 2025.
Securing the #1 position on the ranking, the “Sống Sạch – Sành – Xanh” campaign by Manulife demonstrated the power of a strategic blend: a creative, memorable message; meaningful, value-driven activities; and a diverse mix of communication channels. This comprehensive approach helped the campaign achieve strong outreach and gain positive community engagement.
To explore more CSR campaign trends and learn from the winning strategies of the TOP 20 Outstanding CSR Campaigns, Marketers can download the H2/2024 CSR Campaigns on Social Media Report by YouNet Media for free here.
