Green Cross wanted to solve the problem that in Vietnam and many developing countries children have to walk long distances to and from school. Often many kilometres over areas with or without roads. The problem is that by the time the children get home, it is already dark and they live in areas without power. Candlelight is often the primary source of light.The objective was create a power source so that when children got home they could do their homework and other tasks by electric light.By solving this we actively promote Green Cross's vision of better living for all people. Our idea was to create a shoe that generated power by the action of walking. Working with the University of Technology in Ho Chi Minh City we developed the kinetic energy shoe.A shoe that generates and stores power with every step taken.

The steps were:1, identify a real issue affecting kids in Vietnam affecting their quality of life. 2, Solve the problem- the Kinetic Energy Shoe. 3, Take the Kinetic Energy shoe on a roadshow around Vietnam particularly focused on schools and town hall meetings. At the schools, the Kinetic Energy Shoe was presented as part of Green Cross's commitment to building healthy communities and better living conditions for all. The brand story and the idea are one. The creative execution is a pure demonstration of innovation for better living. Stage 4, is a competition where kids can come up with solutions to everyday problems they face related to healthy living. The biggest challenge was developing the Kinetic shoe. While the basic mechanics already existed nobody had yet successfully repurposed it for something as simple as a shoe that generates power. The process took longer than anticipated. The campaign is ongoing.

Note this is an ongoing activation. The first goal of the project was to solve a real quality of life problem relevant to Vietnam that is scalable. The successful development of the kinetic Energy shoe is the solution to a real problem in Vietnam. Awareness of The Green Cross brand and the issue is rising significantly in areas after each promotion takes place. To date over 100 schools have been visited and the goal is to visit 500 schools by year end 2015. Before this promotion there was almost zero awareness of the problem or The Green Cross brand as it's products are better known than the brand. The ongoing plan includes activities such as a fun run where kids will wear the shoes and this will be filmed for PR purposes. The Green Cross Kinetic Energy shoe could potentially bring power and better living conditions to anyone, anywhere.