Thus, our strategy was to reward consumers for sharing cholesterol awareness through contribution to a CSR effort.

A key anchor event to raise heart health awareness was held. The brand donated 20 cents for every pack of 1L sold and 10 cents for every sharing task completed by consumers as part of a CSR initiative integrated into the campaign. Care to Share ambassadors, Alvin Lim and Cheryl Tay, were engaged to co-create online content with the brand. The content focused on three controllable factors: Diet, Exercise, Lifestyle.