MTS is the largest telecom company in Russia, serving 50 million customers. It aims to transform its brand perception from being large and conservative to caring and human. It proposes a new charity initiative called "One Click to Care" where customers can easily donate to various causes through SMS. Donations would be transferred securely to trusted charity funds in sectors like medicine, education, and the environment. The goal is for the program to boost MTS' brand health metrics and increase customer commitment within 12 months by allowing customers to easily contribute through their phones.