These are some takeaways from prior Dirt for Good campaigns that had to be tackled this year: despite being aware of the importance of "vun trồng sắc xanh", mothers still hesitate to participate in activities such as "lấm bẩn vì màn chắn xanh Việt Nam" due to barriers within themselves and from those around them. Details:- Moms do not consider deforestation to be an urgent issue; air and water pollution are the most pressing worries for them.- Moms have yet to observe the long-term impacts of tree planting on their children's health; instead, they will focus on short-term measures such as utilizing air purifiers, wearing masks, and so on.- Moms believe they are acting alone since they have not witnessed other mothers' togetherness and care for the environment.From above insights, OMO has adopted a deliberate approach to communication by utilizing the voices of important individuals to support women in breaking down barriers and speaking up among these voices are children, trustworthy experts, mother communities, and the brand itself.

OMO brand is well-known in the Vietnamese market not only for its high-quality products but also for pioneering initiatives that have a wide range of positive impacts on the community and society. With all OMO has done, accomplished, and touched in the Vietnamese market - with campaigns like “Vui trồng lộc Tết, lấm bẩn gieo điều hay”, “Cho mái ấm một cây, cho Trái Đất một rừng" - customers not only believe but also look forward to important campaigns focused at sustainable values that OMO will undertake to continue its journey of "Lấm bẩn vì màn chắn xanh Việt Nam". OMO always utilizes action to demonstrate that they can still do better. And the "Trồng mái ấm cho muôn loài" campaign is no exception.Social media and PR are the main tools in creating a large-scale contest related to the "dirt for green" theme. Furthermore, this campaign is also effectively supported by traditional and online channels, as well as many activation activities aimed at bringing positive effects to the lives of millions of people.This year, OMO used an entirely new method to create a delicate start that elegantly opens up the theme of "lost woods, lost animal habitats" and pulls parents' attention to the campaign by beginning the campaign with a fairy tale about the homes of all species from the perspective of a child. After that, OMO stunned the audience by revealing the campaign's major hook - the national "Dirt for Green Kids Challenge 2022" competition, which highlights its motivating role with the key slogan "Trồng mái ấm cho muôn loài" in conjunction with a prestigious organization. In order to communicate the outstanding ideas of the Young Green Generation, OMO also cooperated with various macro and micro-influencers in livestream style to broadcast the extraordinary ideas from participants to the public.To thoroughly instill the message in the audience's consciousness, OMO teamed with a KOL who has an influence in travel, notably in green tourism, to make a breathtaking film about "dirt for green" in one of Vietnam's most beautiful locales. This action also contributed as support for the concurrent competition.Last but not least, OMO has come up with a new and innovative approach to call for solidarity and determination to contribute to the collective campaign of planting more green trees to protect our shared home and the green lungs of the Earth: signing on to a special "Resettlement Book" certificate, which recognizes green forests as home, together with the community. From the results of this activity, OMO will "plant" one extra tree in schools, natural reserves, national parks, and urban areas around the country, continuing the journey of planting 1 million trees for Vietnam's green shield. This special notebook and its profound message have been heavily pushed by KOLs who have significant influence and weight in the community, particularly moms, who are the campaign's primary focus

The real power of "Dirt for Green - Trồng mái ấm cho muôn loài" is only created by combining multiple communication channels.Firstly, OMO collaborated with three renowned comic pages in the community: Dieu Nho Xiu Xiu, Lat, and Thang Fly, as well as Snow White - a real-life fairy tale heroine - to create an astonishing comic book and trigger the audience about the "dirt for green" topic.Secondly, OMO teamed with partner organizations TOMATO Children's Home and Design for Change Vietnam (DFC) to jointly host the "Dirt For Green Kids Challenge 2022" competition nationwide on Facebook, PR, Youtube. The competition encourages young inventors to carry out a project or suggest a concept that motivates everyone to work together to plant more trees and create homes for wild animals. "Dirt For Green Kids Challenge 2022" is not only an opportunity for children to showcase their creative abilities and demonstrate their thinking skills about environmental issues, but also an effort for the OMO brand to encourage them to speak up and contribute to the efforts to preserve the "green lungs" of the Earth. OMO also collaborated with 4 Macro KOLs with positive voices - Chi Ca No, Diep Chi, Vo Hoang Yen - and over 10 Micro Moms in the form of a livestream to convey the remarkable ideas of the Young Green Generation to the public. In particular, during the semi-finals, two KOLs - Diep Chi, Vo Hoang Yen - will livestream to share their impressions of the five ideas from the five teams in the "Dirt for Green Kids Challenge 2022," encouraging viewers to act on the intriguing ideas proposed by the Young Green Generation. In the final round, Chi Ca No used a similar livestream approach to present the outstanding suggestions to the audience and solicit votes to choose which concept would be implemented in reality with the support of the OMO.Thirdly, Chan La Ca, who has been with OMO for many seasons of "lấm bẩn vì màn chắn xanh Việt Nam" released a 7-minute film detailing his journey at Nui Chua, which has garnered over 18 thousand views on YouTube and approximately 17 thousand interactions on Facebook, at the same time of the competition.Finally, with the idea of the "Resettlement Book" certificate, OMO chose four KOLs who are parents, including Phan Ho Diep, Bo Con Sau, An Nhien Boi Boi, Baby Kopo, 2 fanpages with wide coverage - Một Chút Cute and Én, and Ngô Kiến Huy - a Mass KOL with a positive image and explosive communication activities, to be "touchpoints" to connect with the community and call for action on Facebook.

After nearly a month of running the campaign "Planting Roofs for All Species" has accomplished several notable results: 1. Mass Audience's Reaction & Impact to The Environment: - 250,000 comments and posts supported the campaign, including 30,921 votes in the Dirt for Green Kids Challenge 2022 event in just 9 days. - 3,000 exclusive seedlings were given to the Vu Quang National Park (Ha Tinh) by The Leaves for Life team and OMO - 20,000 seed packs were sent to Nui Chua National Park (Ninh Thuan). - 1,000 exclusive seedlings were gifted to the Bach Ma National Park (Thua Thien Hue) and 1,000 more to the Cuc Phuong National Park (Ninh Binh). - OMO aims to plant a further 150,000 green trees by the end of 2022, in partnership with the Ministry of Natural Resources and Environment to plant 1 million trees by 2025 "For a Green Vietnam". 2. Social Achievements: - Top 1 BSI in August with a total of 253,746 posts and conversations (Buzz Volume) and 0.95 Virality Score.