PepsiCo launched the 2015 version of the Bring Happiness Home (BHH) program in Beijing. Photo: Courtesy of PepsiCo

Postal Parcel for Mothers (PPM) program was initiated for helping mothers in remote areas. Photo: Courtesy of PepsiCo

 
On January 29, 2015, PepsiCo launched the 2015 version of the Bring Happiness Home (BHH) program in Beijing. In collaboration with the China Women's Development Foundation (CWDF), the popular video-making and sharing app Meipai and many celebrities, PepsiCo is looking to mobilize society into sharing their stories of family reunion during the Spring Festival through self-made mini movies. Meanwhile, as part of the Happy Spring Festival (HSF) activities organized by the Chinese Ministry of Culture (MOC), this year's BHH will be broadcast overseas for the first time.

According to a recent survey, there is a growing addiction to mobile phones among the younger generation. About 51 percent of respondents said they will use their mobile phones even in the company of their families, and over 45 percent said they spend more time on "mobile phones and computers" than with their parents during the Spring Festival vacation. To encourage young people to move their eyes away from their mobile phone screens, and spend some valuable time with their parents and friends, PepsiCo will partner with Meipai for this year's BHH. The participants of the program are invited to record and share their moments of happiness during the Spring Festival reunion with their parents and families.

The best BHH mini movies will be made into a microfilm, and broadcast simultaneously in China and New York's Time Square as part of the HSF celebrations in the city. As the first BHH campaign outside China, it will provide an opportunity for the overseas Chinese community to share the same festive joy and happiness of their compatriots back home. 

The MOC representative of the HSF program said that the videos made by ordinary Chinese expressing authentic moments of joy will emit the warmth of Chinese New Year to the whole world. Launched in 2010, HSF of MOC is currently China's largest cultural exchange program overseas.

PepsiCo's pop stars, including Huang Xiaoming, Jolin Tsai, Show Lo, Amber Kuoand Li Yifeng, also took on the role of film directors and made their own New Year's mini movies with their families and best friends, which has drawn attention to the positive message of BHH. .

"Unlike previous BHH campaigns, this year, consumers have been given the opportunity to direct and make their own mini movies," said Richard Lee, chief marketing officer of PepsiCo Greater China Region The partnership with Meipai has also made film-making an easy thing for these 'amateur directors.'"

Meanwhile, as part of the 2015 BHH campaign, PepsiCo is also introducing crowd-funding to raise money for charity in collaboration with the CWDF. The participants of the BHH program can make donations to the Postal Parcel for Mothers (PPM) program of the CWDF by scanning a QR code with their mobile phones. Every 200 RMB yuan of donation can buy one postal parcel for the mothers living in poverty-stricken areas. PepsiCo has been sponsoring the PPM program for three consecutive years. This year, PepsiCo will deliver 2,015 postal parcels to help mothers in remote mountainous regions get through the cold winter days and enjoy a happy Chinese New Year.

"PepsiCo has been providing support for the Mother Water Cellar (MWC) program over the past 14 years, and remains an important contributor to the development of CWDF," said Yu Hongqiu, vice chairwoman of the CWDF. "The BHH campaign, which again brings together the strengths of public welfare organizations and the business sector, builds a platform for the public to contribute to a good cause."

Last year, PepsiCo called on people to share their happiness and contribute to the realization of the "Chinese dream." This year, by giving consumers the chance to make their own mini movies, the BHH program is embarking on a brand new voyage.