Ali Abbas (L), director of Nestle Milo and Nestle Vietnam, receives the 2018 APAC Effie Awards from Rupen Desai, a jury member. — VNS Photo

Nestle Milo has won the APAC Effie Award in Singapore given to the most outstanding marketing communication campaign for its integrated communication campaign in 2017 for the “Active Vietnam” programme.

The programme is part of a Government project called “Enhancing the physical stature and endurance of Vietnamese in the 2011-30 period.”

“Active Vietnam” was the only Vietnamese brand in the competition this year.

The campaign seeks to encourage a dynamic lifestyle and more frequent physical activity in the community, especially children aged 6 – 17.

It aims to support localities organise sports events, provide sports facilities to schools and encourage parents to get their children to do more physical activities.

It integrates various communication tools like TV and social networks to disseminate real stories to inspire people.

It attracted support from athletes, education and sports managers, and celebrities, who helped amplify the spirit of “Active Vietnam”.

More than 320,000 parents are committed to the campaign.

Organised by the Confederation of Asian Advertising Agency Associations and Tenasia Group, the Asia Pacific Effie Awards honour the region’s most outstanding marketing communication works with proven results in meeting strategic objectives.— VNS