TCP Community Yards | CSR Campaign

Limited open spaces translate to fewer opportunities to play and enjoy the outdoors for children and adults alike—a problem whose effects stretch beyond physical fitness to affect cognitive, social, and emotional health.

As Vietnam’s leading energy drink producer, TCP wanted to address this issue, and the challenge for this campaign was to go beyond short-term CSR activities that generate buzz through donations, one-off activations, or volunteering. Instead, the team wanted to contribute towards long-term social change in a way that promotes active lifestyles and empowers entire communities.  

Rooted in its mission, “Energizing a better world for all,” TCP began work on the construction of TCP Community Yards across Vietnam, paying particular attention on underserved communities, with a pledge to complete 20 sports yards by 2026. As TCP’s agency partner, Vero conducted a detailed analysis of the brand’s Consumer Trust Index to uncover Community Engagement and Sustainability as key trust drivers. These served as a guide for designing a sustained communications plan that encompassed public relations, influencer marketing, and social engagement, and forging strategic partnerships with the Vietnam Youth Federation Central Committee and local community leaders. 

Each TCP Community Yard was designed to reflect the unique culture and needs of its location, breaking away from the standardized approach often seen in similar CSR initiatives. By actively engaging local youth in the planning process and leveraging the powerful voices of influencers and social media, the project gained attention and gave the youth more motivation to lead a good life and connect with their communities. More than just sports facilities, the yards became dynamic, inclusive spaces where young people could connect, play, and grow. 

Football icon Tien Linh and sports influencers amplified the campaign, while the #TCP_Bừng_Sức_Trẻ UGC campaign boosted youth participation. Pre-launch teasers and press releases generated buzz, and post-launch, Tien Linh and Nick Q Tran engaged locals in Ho Chi Minh City. A social content series was released to highlight personal stories on how the yards enhanced health, routines, and social connections. 

From September to December 2024, TCP launched nine 1000m² community yards across Vietnam, featuring football, basketball, volleyball, and pickleball courts, as well as fitness equipment. Additional improvements include outdoor fitness stations, enhanced green spaces, and recycling bins to promote environmental responsibility.  

Residents have praised the effort to revitalize neglected areas into spaces that now feature lush greenery, recreational facilities, and open spaces that invite social interaction, play, and relaxation. “Before, this place was just an empty field with overgrown grass,” shares Mr. Duc, a local. “Now, we do not just have a place to play sports, but also a safe and inviting space for fitness training and community gathering.”