In the heart of Vietnam’s key cities, Gen Z and Gen Y are at the forefront of a shift towards sustainability, embodying the spirit of positive change in both mindset and action towards green living. With deep exploration for authentic portraits, Panasonic's target audience was categorized into two main targets – Green Thinkers & Green Doers, each with distinct barriers to fully embracing a sustainable lifestyle. Green Thinkers value environmental consciousness but view the integration of green practices into daily life as impractical, overshadowed by personal concerns. This perception of impracticality hinders their transition to more substantive green actions. In contrast, Green Doers, despite their activeness in green living, find their efforts discouraged due to the lack of visible, immediate outcomes.    

This dual perspective underscores a shared tension: despite differences in priorities and behaviors, both Green Thinkers and Green Doers all long for one thing – “a realistic green”. For both groups, the desire is for CO2 reduction initiatives to be not only meaningful, but also realistic and rewarding, reflecting a call for solutions that resonate with their daily lives and personal aspirations.    

By directly addressing the practical concerns of Green Thinkers and the desire for visible impact of Green Doers, Panasonic aims to transform skepticism into engagement, making the youth become active participants in the journey towards sustainability. This strategy acknowledges the complexity of youth attitudes toward green living, proposing a path to a sustainability that celebrates both small daily changes and larger, collective efforts toward reducing CO2 emissions.

The Panasonic PGI project aims to shed light on the concept of carbon footprints and educate individuals and communities about the significance of reducing CO2 emissions in the most relevant and practical approach. Hence, rather than recycling generic and unrealistic “go-green” messages year after year, this campaign opts to address the carbon emission issue directly. It seeks to inspire Vietnamese youth to take action by providing them simple and practical solutions.    

“Cùng Gen G sống xanh đi - Sống xanh, giảm nhanh carbon” - This campaign empowers Gen G to take the lead in raising awareness about CO2 emission and introducing the concept of carbon footprints to all the Vietnamese youth to a sustainable lifestyle. This year, Panasonic has brought back Hina Nguyễn - a virtual influencer - symbolizing the green aspirations of her generation. She will inspire, engage and motivate others to join this movement. The campaign’s tagline “Cùng Gen G sống xanh, giảm nhanh carbon” is not only catchy and concise but also focused on action, capturing the audience’s attention while making our message easily understandable.    

In addition, this campaign symbolized the correlation between carbon footprints and human footprints to make it more palpable and imageable to the audience. The depiction of green human footprint served as a reminder of the campaign’s ultimate objective: to leave behind environmentally friendly footprints on our planet, rather than carbon footprints    

A central piece of the campaign is a hero film that delves into the everyday choices of millennials and Gen Z, from dining and commuting to shopping and leisure, highlighting the often-overlooked environmental impacts of these activities. This reflective journey is designed to inspire a reevaluation of personal habits and foster a commitment to greener choices.    

To deepen engagement and expand its reach, the campaign leverages social media platforms, inviting youth to participate in green challenges, share their journeys towards reducing their carbon footprints, and interact with Hina Nguyễn’s content. These strategies, combined with real-life examples and interactive tools, aim to create a vibrant, informed community eager to lead Vietnam towards a more sustainable future.

The Panasonic PGI project, alongside virtual influencer Hina Nguyễn, aims to amplify the voices of the future green generation and promote sustainability through technology. Together, we believe that small actions can lead to significant positive impacts over time. We urge Vietnamese youth to adopt a green lifestyle and reduce carbon emissions to lay the foundation for a prosperous society.    

The campaign is centered around youth - the green generation - as the driving force in spreading eco-friendly practices throughout the Vietnamese community. Tequila and Panasonic have set 3 main goals for the campaign, supported by a range of online and in-person activities:    

1. Raising awareness about green living:  

• The Gen G Unitour visits 6 major universities in Ho Chi Minh and Hanoi, organizing educational activities and discussions on climate change and environmental protection. Inspirational figures like Helly Tong, Giang Oi and Nguyen Lam Thao Tam, Representatives of Vietnamese youth attending COP28, National Directors of New Energy Nexus Vietnam... engage with students and encourage them to adopt green lifestyles. At the Unitour, in addition to sharing knowledge and information, students can also directly participate in experiencing a carbon-reducing green lifestyle when they can contribute used items in exchange for gifts, start making DIY items from recycled trash right on campus...  

• The Green Quiz – “Giải đố sống xanh cùng Gen G” on the Momo app helps Gen Green could test their knowledge on carbon footprint reduction and win green living prizes.  

• The Green Mission - “Thử thách sống Xanh” engages youth on social media platforms to take action in reducing CO2 emissions in various aspects of their lives, such as food, transportation, shopping, and energy conservation  

• The Green Vietcetera Podcast – “Để mỗi bước đi lưu lại dấu chân xanh” - hosted by Thuy Minh and Giang Oi, explores new experiences and insights on embracing a lifestyle that not only suits individuals but also helps reduce carbon footprints to positively impact the environment and families.  

2. Empowering youth to innovate green solutions:  

• The Gen G Ambassador program - Chương trình "Đại sứ Gen G" empowers young individuals to develop green initiatives and offers financial support for the most promising projects to be implemented within six months.  

3. Connecting and spreading green efforts:  

• “Cùng Gen G Sống Xanh Đi" campaign collaborates with the Ministry of Natural Resources and Environment (CNREC) , the Central Youth Union, The United Nations Development Programme (UNDP) and other non-profit organizations such as Green Life, 350 Vietnam, Brick House, Lagom and Lai day refill station,.. to promote a sustainable lifestyle. Inspirational ambassadors like Giang Oi and Helly Tong join the campaign to inspire and motivate young people across Vietnam to embrace green, healthy, and environmentally friendly practices.  

• The Green Living Festival with Gen G - "Ngày hội sống xanh cùng Gen G" is a wrap-up for the whole journey, not only serves as a physical manifestation of our campaign’s success but is also promoted and shared across digital channels, creating a comprehensive online-to-offline experience that encapsulates the essence of green living for the Vietnamese youth.

The campaign has been recognized with the prestigious Impact Award for its outstanding results within a two-month period, exceeding key performance indicators by at least 111%. The impact on social media was immense, reaching a total audience of 13.1 million (136% above KPI), receiving 19 million engagements (111% above KPI), and garnering 25.5 million views (145% above KPI).    

To further spread the campaign's message and inspire youth to reduce their carbon footprint, we collaborated with 90 Key Opinion Leaders (KOLs), TikTokers, and community influencers, resulting in over 18 million engagements across Facebook and Tiktok platforms.    

In just 1.5 months, the campaign successfully motivated audiences to adopt eco-friendly practices, recording 8,172 green actions and reducing over 147 kg of CO2 emissions – equivalent to planting approximately 25,000 trees (with formulas and figure researach and provided by UNDP – United Nations Development Programme). Additionally, the campaign educated participants about carbon footprints and sustainability through the “Giải đố sống Xanh” on Momo, attracting nearly 250,000 participants and over 63,000 correct answers each week.    

“Cùng Gen G Sống Xanh Đi”inspired Gen Green squad to develop innovative solutions to climate change and environmental issues, resulting in 490 applications to participate. The top 8 ideas were funded for implementation, doubling the participation compared to the previous year.    

To extend the campaign's impact and promote the Gen G Ambassador competition, the Gen G Unitour was launched, engaging nearly 1,600 university students through six events in Hanoi and HCMC. The closing event, attended by over 1,500 participants, featured partnerships with green community organizations for a unique green-action fair, promoting sustainable habits such as bringing reusable bottles for free refills and DIY initiatives.    

The campaign also achieved significant PR success, generating a total PR value of 8 billion VND, exceeding expectations with 238 PR outcomes – twice the initial goal.