Inter have received prestigious recognition for their “Together as a team” campaign, which was launched by the Club in February 2020 to support the fight against the spread of coronavirus right from the outset of pandemic. The initiative was named the best Corporate Social Responsibility (CSR) campaign in China by Mailman Group as part of its yearly Red Card report on the popularity of clubs, players and European competitions in the Chinese market.
Here are the principle reasons why the sport digital media agency chose to give this award to Inter:
Originality: during the first phase of their “Together as a team” campaign, Inter donated 300,000 faces masks to the city of Wuhan. The campaign was accompanied by a Key Visual on social media and was also displayed on the pitchside LED screens and the big screens during the Derby di Milano in February. The players wore a shirt with a special patch, which read “Forza China”. After the win, the campaign proceeded with the auction of five match-worn shirts from the Derby, promoted on the PP Sports channel, in which 690,000 people participated, raising a total amount of 414,405 RMB. One shirt was also put on display in the China National Museum.
Relevance: Inter were the first football team to give their support to the city during the moment of critical explosion. Thus they had a positive influence on other clubs and organisations, who in turn worked to participate in the campaign.
Performance: the campaign grew rapidly, from football clubs to a much wider audience, reaching over 15 million people and garnering 70,000 interactions, and received high praise and support from many institutions. The campaign gained much visibility in the mainstream Chinese media, such as Xinhua News Agency, People’s Daily and the CCTV news network, generating a huge amount of interest amongst fans on various platforms.
The #TogetherAsATeam campaign, after a first phase dedicated to supporting the fight against covid in China, expanded as the situation in Italy became critical. Suning and Inter donated €100,000 to the Department of Biomedical Sciences at the “L. Sacco” Hospital in Milan, and 300,000 masks and other sanitary products to the National Department of Civil Protection.
The campaign then became global with a crowdfunding initiative, which saw the whole Nerazzurri world come together to support research efforts for the development of a vaccine. With the contributions of the Club, Pupi Foundation and fans, the total amount donated via Facebook was €658,000.