A surprise opportunity to create a CSR campaign

Whilst taking my Corporate PR unit in first semester of this year I found the content really interesting and hoped that one day I would put my PR skills into practise in this field. So naturally, I was quite excited when out of the blue one morning one of my senior team members asked to meet with me to brief me for a client proposal.

I was to come up with a CSR campaign proposal to pitch to a client in four days’ time and was given a basic rundown on what the client wanted and partners with whom they wanted to work with.

Our client was a property developer who wanted to assist under privileged communities in Malaysia relating to eye health. The objective was to raise eye health awareness, provide free eye testing and a consultation service whilst encouraging mass community participation through engaging activities for families.  

What did I come up with?

• A three-day roadshow held at five locations across Malaysia over the space of one year.



• An exhibition-style event held in the centre-court areas of shopping malls, providing free eye testing and consultation to families, free talks relating to eye care/health, organ donation, and interactive workshops for the kids.  



• The event at each location would be held during the school holidays to target the desired audience of low-socioeconomic families.



• After some research I came up with topics for the talks and workshops that catered for both adults and families.



• To engage the kids I proposed an interactive ‘Sensory Trail’ which would challenge them to test their vision, perception and senses.



• I also came up with ideas for the goody bags, promotional items, outlined a recommended three day event schedule, media-launch agenda, sourced locations for each event and drafted a budget.

I compiled my proposal into an interactive Powerpoint presentation and presented it to my supervisor who then made a few minor amendments and briefed the client.

It was quite exhilarating working on my own campaign and given a deadline. I found it really interesting and enjoyable conducting all the background research and coming up with ideas. This experience confirmed that I enjoy working in a team environment however. I think working with a number of people and bouncing ideas off each other helps to strengthen ideas and add depth to a given project.