Singapore is one of the world's wealthiest countries per capita, but as its population ages, the nation's economic growth is increasingly reliant on the work of more than 1 million low-wage foreign laborers.
These workers come from countries with lower standards of living like China, India, and Bangladesh to work long hours in manufacturing and construction jobs that pay as little as $1.60 an hour. To make matters worse, these migrant workers are often subject to abuse by their employers because Singapore extends few legal rights to its foreign workforce.
In an effort to make things a little easier for these homesick workers, Coca-Cola decided to partner with the Singapore Kindness Movement, a non-profit backed by the country's prime minister, to arrange for a pick-me-up.
To do this, Coca-Cola had Singaporeans take photos with signs thanking the workers for building their city.
Then they wrapped the photos around cans of Coca-Cola, packed them in a box, and used a drone to ship them to more than 2,500 workers toiling at a construction site.
The workers were delighted to receive the care packages, grateful not only for the cold drink but for a gesture acknowledging that somebody, somewhere was thinking about them.
The ad agency Ogily & Mather Singapore captured the whole thing on video, which you can watch below:
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