Telenor’s Tweet A Meal campaign Spreading happiness in Thar
Anita Roddick author of Business as unusual
and world’s most outspoken, controversial, and successful entrepreneur of her
era, was so correct when she said that business should be about responsibility
and it should be about public good as it is public who is the customer of any
business and it is because of the public that business run themselves.
Many organizations follow this
believe of Anita Roddick by giving due consideration to the society in which
they are operating and indulge in various CSR activities
Ramzan is the month in which
public generally increase their softer feeling towards the poor and needy
people. This happens because when a person fasts and feel hungry or thirsty
himself, then only he realizes the hunger of those people who do not have
resources to buy food for themselves and for their families.
Pubic indulge in food
distribution and other good deeds in the month of Ramzan because in this month
we feel more for the needs of others and also the reward for helping other
human being in this month is higher than any other month.
Along with individuals, many
other organizations also indulge in several activities to benefit the society. Like
many other organizations, Telenor also gives back to the society by carrying out
various activities under the umbrella of its corporate social responsibility
(CSR) program. Telenor is a bit different from others as this company continues
its CSR activities throughout the year but in Ramzan, it increases the
intensity of their CSR efforts and do it in a creative way so that more people
reap the benefits of their efforts.
Like previous year, this year
also Ramzan was in hot and humid conditions. Last year during the month of
Ramzan, scores of people die because of heat stroke and various other reason
including hunger and thirst. General public and organization gauged the
situation before the start of holy month of Ramzan and they launched many
initiatives around the country to spread happiness among the under-privileged people of society.
Every year in the month of Ramzan, the online
community share food images without any purpose for mere showoff. Telenor
thoughtfully come up with the idea to take advantage of this public craze and
gives this food images sharing activity a purpose by launching it Tweet A Meal
campaign. In line with its current positioning, Sacha Sath, Telenor #TweetAMeal
campaign to form a ‘saath’ with its customers and also with the society in
which it is operating.
Volunteers helping locals in carrying Ration bags
When I initially heard of this
#TweetAMeal campaign, I thought that this is a campaign to showoff meal and to
increase feeling of deprivation among those who cannot afford lavish food. Little
do I know at that time that #TweetAMeal
is a serious effort by a highly responsible and respectable company with a
purpose to engage the online audience into a constructive activity for the
benefit whole society.
Telenor every year carries out an
initiative to empower the society and this year Telenor give empowerment
through it #TweetAMeal campaign.
The idea of this ##TweetAMeal
campaign was to engage the online community and to take advantage from an
activity in which the digiatal savvy individuals indulge in without any
purpose. Digital community took part in this activity with passion and this
activity allowed Telenor to donate ration bags to the deprived people.
Large crowd gather to coolect ration bags which Telenor distributed as part of its
#TweetAMeal campaign
Telenor in collaboration with
Pakistan Bait- ul – Maal donated 100 ration bags in Mithi, Thar. Each ration bag consisted of rice, flour, milk,
sugar, pulses, cooking oil, spices, tea and water.
Through this campaign, Telenor
in the month of Ramzan, prompted the online community to become Sacha Sath for
the needy from the comfort of your home through twitter.
Bina maangay hee jo miljata hai,
wohi Sacha Saath kehlata hai and Telenor strengthens this sach sath with people
of Mithi by donating ration bags to the famine sticken people of the area. The
smiles on the faces of people while collecting these rations bags were
priceless. Behind each smile, was a feeling of gratitude for every individual
and organization who took part in this campaign with a thought of giving back
to the society.
Hur jagah jo nibhaya jata hai
wohi Sacha Saath kehlata hai – The idea of sustainable collectivism and
togetherness, parallel to the essence of Ramzan and Telenor’s philosophy and the organization fulfilled it’s part of
giving back to the society amicably with its #TweetAMeal initiative.
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