Lights Off Ideas Up 2019 (Tắt Đèn Bật Ý Tưởng)

1. Project Overview & Strategy

Launched by BOO (BOOVironment), this campaign was the largest annual environmental movement in Vietnam, marking its 10th anniversary in 2019. The mission was to shift public perception on climate change from awareness to daily micro-actions.

• Core Message: "Small daily actions, Change the Earth".
• Scope: A nationwide campaign involving 70+ celebrities, 90+ media partners, and 200+ green retailers.

2. The Operational Framework (The "How")

To manage a 10-year milestone project with massive moving parts, I focused on a 3-phase execution roadmap:

• Phase 1 - Awareness: Gamifying internal psychological conflicts into "sports matches" to trigger environmental action.
• Phase 2 - The Flagship Event: Organizing the Earth Hour Festival—the first major event in Vietnam to use 100% recycled materials and eco-friendly booths.
• Phase 3 - Sustainable Ecosystem: Launching the "Green Destination" (Điểm Đến Xanh) website—Vietnam's first green platform connecting sustainable businesses with conscious consumers.

3. Data-Driven SOPs & Scalability

This is the "Head of Ops" highlight. We didn't just run an event; we built a verifiable system.

• Standard Operating Procedures (SOPs): Developed visual guidelines and conducted training for staff across the entire Green Destination network.
• Strict Reporting & Auditing: Implemented weekly reporting structures for all partners and conducted independent audits every two weeks to ensure operational integrity.
• Measurable Impact: Tracked specific KPIs such as plastic bag reduction rates (33.1% growth in collection) and CO2 emission offsets.

4. Key Achievements & Impact

The campaign delivered record-breaking results through systematic execution:

Reach: 600,000+ people engaged with the message.

Network: 200+ stores and malls integrated into the Green Destination network.

Media Coverage: 100+ news articles and 40+ TV segments.

Community: Participation from 40+ schools and 5,000+ active event attendees.

5. Final Takeaway

Managing "Tắt Đèn Bật Ý Tưởng 2019" was about building order from chaos. The challenge of coordinating 200+ physical locations and 70+ KOLs under a unified SOP is exactly what prepared me for the high-velocity, high-volume operations I lead today in the Crypto Infrastructure space.