AXA CSR Campaign Proposal方案报告完美版.pdf

AXA 2019-2020 CSR CAMPAIGN Prepared by Zeno Mar. 19, 2019 Contents in Today’s Proposal • Strategic Context • Story-telling Campaign • Media Plan • Appendix What ‘CAUSE’ should we choose? 3 CSR Landscape One-off Event Donation Drive Financial Support AIA’s take on health and wellness Taikang sets up donation program to Pingan actively involved in villages’ through the music run that calls on support public nursing homes and poverty alleviation, including people to enjoy physical movement bring happier lives to more elders healthcare, education, etc. 4 Key Watch-outs What we can learn Route 1 Route 2 Route 3 Information ONE-OFF DONATION- Lead ACTIVITY DRIVEN More than just information, provide Consider having a platform that we Donation drive are now everywhere, a POV, make a stand. can continually build and own need to make it engaging to get their attention and dollars. 5 People do not buy goods & services. They buy relatio