Media for Good: When cARAT helps a charity to bake a difference


As part of the global “Media for Good” initiative, Carat China, the leading media communications agency have partnered with Shanghai Young Bakers (SYB), a charity program providing free training in French bakery to marginalized young people from across China. Working closely with the team at SYB, Carat produced a series of promotional videos and secured wide release across leading OTV platforms including Youku and iQIYI.

Partnerships Media for good Corporate Communications

As a charity program that organises French bakery and pastry training for disadvantaged Chinese youth, SYB rely on donations from the public and corporate partners, and a crucial part of attracting interest is showing the impact that they have on their students’ lives. 

Carat China were able to deploy their specialist resources and story-telling skills to help SYB produce six short and engaging videos, tracing the stories of six of SYB’s students and graduates, explaining how Shanghai Young Bakers had an impact on their personal and professional lives.  Cecile Cavoizy, Executive Director for SYB commented: “It has been amazing to partner up with the Carat team. Throughout our work together, we were touched by their consideration of our needs, their attention to quality, their reactivity and resourcefulness. Thanks to their support and hard work, Shanghai Young Bakers finally has a video campaign that is as amazing and beneficial as we could have hoped for.”

The campaign has been running across some of China’s leading OTV platforms including Youku, MangoTV, PPTV, FunTV, Baofeng and iQIYI with a great response, the videos have already attracted over 20,000 views from users who’ve loved hearing more about the scheme and the delicious baking tips.

Adil Zaim, CEO for Carat China said: “We’ve been delighted to partner with Shanghai Young Bakers, their work with disadvantaged youth from across China is truly inspirational. Their program provides students with the skills to transform their own lives and we hope that the power of their stories will encourage more people to support this valuable initiative.”

Partnerships Media for good Corporate Communications
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