The challenge of the 360-degree CSR campaign, "Το καλό είναι φως", was to effectively communicate the powerful message that small positive actions can spark a ripple effect of change across various sectors of society.  

The campaign needed to show how OPAP Cyprus' support in areas like health, sports, education, culture, and society creates a multiplying impact. It was important to present this concept in a way that was clear and relatable to a wide audience. The challenge was to visually and emotionally capture how acts of kindness and support can spread and grow, inspiring others to join in and create a lasting, positive change.

The central idea behind the " Το καλό είναι φως " corporate social responsibility campaign is that every small act of kindness, support, or positive contribution has a ripple effect that spreads through communities and across sectors, enriching society. Just like light passing from one person to another, these acts multiply and illuminate even more lives.

What characterizes OPAP Cyprus, is the belief that each act of goodness is more than a fleeting gesture. When shared, it grows, and its impact has the power to light up entire communities. Our campaign invites everyone to participate in this chain reaction of kindness, showing how their actions—no matter how big or small—can create lasting change in society.

Through this 360-degree CSR campaign, we highlight how OPAP Cyprus’ dedication to various causes—from health and sports to education, culture, and beyond—is like a beacon of light. This light spreads far and wide, creating positive change at every step. This endless support doesn’t just end with a donation or a sponsorship; it ignites a cycle of generosity, progress, and growth.

We believe that every small act of goodness has the power to multiply. When one person shares their light, it sparks another. And as that light is passed from one person to the next, it doesn’t simply glow—it grows and multiplies.

At OPAP Cyprus, we believe this light is the key to change. We know that, together, we can build a world where good deeds ripple across every corner of society – from health to sports, from education to culture, and beyond.

To share the inspiring message of our campaign and reach a broad audience, we designed a comprehensive 360˚ strategy, utilizing a mix of platforms to ensure maximum impact. We produced a visually striking TV ad that combines powerful imagery with positive values, shedding a light of hope on the importance of kindness in society. Through this ad, we highlighted how even the smallest actions can make a big difference, creating a ripple effect that spreads throughout communities.

The campaign’s memorable message, "Το καλό είναι φως", perfectly encapsulates the belief that small acts of kindness don't just make the world a little better—they multiply, grow, and light up the lives of many. It emphasizes how every good deed, no matter how small, has the potential to create a chain of positivity that enriches society, encouraging people to contribute to a brighter, more compassionate world.