These slides share some of my thoughts about Nick Vujicic's visit to Vietnam in 2013. This was his first visit to my country at the invitation of Hoa Sen Group (HSG). The visit was part of HSG's corporate social responsibility (CSR) campaigns, and it really drew my attention as a PR man

2. NICK VUJICIC’S VISIT
TO VIETNAM:
from the perspective of
Corporate Social Responsibility (CSR)

4. CONTENTS
 Nick Vujicic at a glance
 Overview of his visit to Vietnam
 Controversies over the visit
 Conclusions
 Q & A

6. NICK VUJICIC: who is he?
 Born in 1982 in Melbourne, Australia
 Suffering from with Tetra-amelia syndrome (absence of all four
limbs)
 Worldwide known as a “living example of overcoming adversity”
 Jobs: evangelist, speaker, author, director of “Life without limbs”
organization
 Delivered over 2,000 speeches in nearly 50 countries.

8. HIS VISIT TO VIETNAM
 Duration: May 22 - 26, 2013
 Locations: Ho Chi Minh City and Hanoi
 Organizers: Hoa Sen Group (HSG), First News and VTV
 Sponsor: Hoa Sen Group (HSG)
 Objectives:
 To inspire millions of Vietnamese people, especially those living
with disabilities
 To motivate local businessmen to overcome economic difficulties
and continuously contribute to Vietnam’s development.

10. HIS VISIT TO VIETNAM (cont.)
 Total costs: VND 36 billion
 Main activities:
- Deliver speeches on purpose and values of life;
- Meet with local businessmen, students and the disabled;
- Join television shows at VTV studio.
 Audiences:
- 80.000 live audiences
- Millions of television viewers and readers of online/print media.

12. CONTROVERSIES
What is the matter? Explanation
Nick is a foreigner, and
he is not so special
There are so many disabled people like
him in Vietnam. They can even be a better
speaker than Nick
The visit is a waste of
money (VND 36 billion)
The money should have been donated to
charities to help the poor, the handicapped
and the underprivileged
HSG held this event for
its own benefit
Thanks to the visit, value of HSG’s shares
rose by VND 400 billion.
Is the visit a failure or a success?

14. BENEFICIARIES
Audiences
Country’s
image
HSG’s investors
“Life without
limbs”
organization
Disabled
people

15. CONCLUSIONS
 This is a success story of Hoa Sen Group and its partners;
 The public are sensitive about costs and meanings of CSR
campaigns;
 Some factors that should be considered when holding a CSR
programme associated with a “celebrity endorser”:
1. Reputation 4. Business strategy
2. Influence on target group 5. Costs
3. Meaningful messages 6. Potential risks