With the help of a child psychologist, we uncovered the sad truth behind our children’s desire to be number one.

We got them to pick a spot on a podium. Most of them picked the number 1 spot.

When we asked them for the reason they chose that spot, we found that they were not actually motivated by the passion to win, but by the unpleasant consequences should they fail.

We ended the film questioning if we are putting too much emphasis on being number 1.

This provocative social experiment was documented in an online film.

To prove that nurturing the right attitude outweighs a perfect grade, we created an 8-part sports reality television series.

A first for Malaysia, it followed an underdog junior soccer team as they strive to rise from the bottom of their league, with training and dietary support from sporting heroes and experts from MILO.

We seeded the film with influencers, bloggers and on Facebook to help spark word-of-mouth. We also had pre-rolls on Youtube.

It started a national debate about parents focusing too much on academic success. Parents tweeted their own stories to inspire others to focus more on nurturing the right attitude.

To prove our point, we created an 8-part sports reality television series of 8 episodes, 30 minutes each, which aired on Malaysia’s No. 1 pay TV network. It followed the journey of an underdog junior soccer team, and showed how the right attitude made them rise from the bottom of their league.

We fuelled the conversation with a series of nationwide parenting forums.

Mobile MILO coaching clinics visited over 7000 primary schools.

We supported the movement with an online petition, which resulted in the authorities re-evaluating the national education system.

The campaign touched nearly half of the Malaysian population, reaching over 14million Malaysians.

MILO Brand preference increased 12.6% amongst mothers (primary target).

This translated to an additional 2.5million kgs in Average Monthly Sales.

Ultimately, during the campaign period, MILO saw a reverse in a long running penetration decline, and brought the brand back into 84,000 households.

SOCIAL IMPACT:

1.3 million parents signed the petition, which resulted in the authorities re-evaluating the national education system.

With our help, the Department of Education implement a One Child, One Sport campaign, requiring students to take up at least one sport.

It made a nation realise that what our children need is not the constant push to excel but the encouragement to never give up.