The Campaign

Every year, hundreds of orphans in Malaysia die from malnutrition. Bernas, Malaysia's state granary was deeply committed to fixing the problem, but needed something more than a massive one-off relief effort. The company imagined ordinary Malaysians chipping in to help feed the children, one meal at a time. Bowls for Humanity was a pledge from Bernas to turn every pack of rice it sold into a gift. For every 10 kilogram pack of rice purchased, 25 grams would be donated to orphanages across the country. The cause caught like fire, spreading across the nation faster than any campaign conceived in Malaysia before.

The Brief

Bowls for Humanity aimed to reach every single Malaysian who ate rice, to contribute to the cause. Regardless of race, class and age – for once – everyone could make a difference. Throughout its history, Bernas had always invested in the welfare of the poor and marginalized, but the Bowls for Humanity initiative was set to capture the hearts of the of the entire nation, and enlist their help. 'I believe they are contributing positively to Malaysian society through this campaign.' – Bureau Chief of Bernama, Malaysian National News Agency.

Results

Within weeks of the campaign's initial roll-out, thousands of little mouths were being fed. 600,000,000 grams of rice have reached 150 orphanages and counting. With publicity surrounding every donation drop-off made by Bernas, the goodwill continues to spread. Most importantly, for the first time in Malaysia people were united in the fight for the greater good, thanks to Bernas. The effect of this bold and transformational campaign has in fact served to inspire like-minded conglomerates to take their own steps in the same direction, fueling other good causes for the country. 'Bernas has come out to connect more with society. The Bowls for Humanity campaign is something quite different indeed.' – Charles Raj, Editor of Malaysian Business.

Execution

The campaign first appeared on TV, followed by traditional and online media. Once public dialogue had begun, Bowls for Humanity tied up with local restaurants, allowing donations to be made on behalf of diners. Complete coverage of the campaign happened organically as mainstream media focused on what Bernas would do next.

The Situation

Public awareness about the orphan's plight was at an all-time low. With virtually no presence in the media, and a lack of support from the government – the fact that children were going hungry was something Malaysia cared little about. As if that were not troubling enough, the homes also saw a growing number of abandoned children arrive on their doorsteps with every passing year. By 2011, getting word the out about the orphans had reached a critical point.

The Strategy

Bernas played an active role in short-listing a group of at-risk orphanages, reaching across race and religious divisions. Every aspect of the campaign was closely tracked, from sales of rice to the personal delivery of the donation by representatives from Bernas. Careful decisions and approvals were managed and monitored to ensure that not one of the orphanages would be ignored or excluded in any way.