Tiếng Việt
Based on the proverb “Fish that doesn’t eat salt will spoil – A child who disrespects their parents will go astray,” EXPRO skillfully leveraged the profound value of parental guidance and family bonds to create a meaningful 2025 Tet campaign for Western Union. Inspired by Vietnamese culture, the campaign emphasizes not only the importance of parental advice but also highlights the sacred value of family connection, especially during Tet – a time for reunion and sharing.
In the context where many children cannot return home for Tet due to work commitments or geographical distance, this campaign was designed to soothe homesickness while offering a solution to strengthen the emotional connection between children and their parents, even when separated. EXPRO implemented the idea through several creative communication activities:
- Special Promotion: Western Union offers fast international money transfer services with Tet promotions, allowing children to send their love back home easily, as a way to “celebrate Tet” with their family. “Send $400 back to Vietnam for a chance to win a premium massage chair worth 12,500,000 VND.”
The campaign is not only a reminder of the love and gratitude children have for their parents but also a celebration of family values – an essential cultural aspect of Tet for the Vietnamese people. EXPRO is proud to have partnered with Western Union to deliver this deeply human message, helping to connect children living abroad with their parents, so that Tet is not just a physical reunion but a reunion in the heart.