'Build Tết' Program

According to the Ministry of Labour – Invalids and Social Affairs, Vietnam has roughly 7 million construction workers, accounting for 13.5% in labours aged 15 and over. This workforce is the company's backbone to achieve amazing buildings, transform abandoned lands to cozy homes or even iconic structures, bringing along hope and pride to a changing local landscape. However, workers are currently among the most vulnerable group within the construction industry value chain. Occupational prejudices and crisis of trust have been in the forefront, which heavily affect their sense of attachment with the industry. Construction work is usually perceived to involve physical and manual tasks, without genuine understanding of their contribution. Besides, delayed payments prior to Tết also leave negative impact to the industry, erode trust and cause workers to leave.

To make matters worse, construction workforce do not receive adequate praise and attention for their dedications. Although their are numerous support programs every year, their physical and mental wellbeing have not seemed to improve. This is due to a vast majority of small-scale, short-term support programs that have generated minimal impacts overall.

As an industry leader pursuing a human-hearted philosophy, Coteccons is passionate about establishing 'Build Tết' as a pioneering platform for the sector. It is implemented as a persistent, long-term initiative, designed not only to support the physical and spiritual well-being of workers but also to provide a shared space for various stakeholders to co-build a 'Safe - Comfortable - Meaningful' industry, ultimately spreading positive values to the community. 

For the first time in the construction industry, there is a comprehensive care platform that caters to workers' well-being, coupled with support and cooperation from various organisations. 'Build Tết' is thus implemented across two key pillars: (1) providing welfare support for workers during the Tết through 'Worker’s Tết Day' - a series of concrete, practical activities on each construction site; and (2) utilising communications to raise awareness and dismantle social stigmas among construction workers.

Unlike usual gifting occasions, the project specifically addresses the physical and mental needs of workers. Thus, this platform has provided many meaningful series of activities to generate deeper impacts:

• Gifting activities: Tết gift sets, such as essential goods and supplies, were distributed to workers to foster a fulfilled and warm holiday. Beyond direct gifting occasions from Coteccons, this initiative has extended as an encouragement and call for clients and partners to join hands and contribute practical gifts. It serves to amplify and draw attention to workers' wellbeing among stakeholders in the construction ecosystem.
• Health Screening Activities: 'Build Tết' introduced 'Health Stations' as a heartfelt response to a work environment dominated by high dust exposure and related hazards. Here, workers receive comprehensive general health examinations—including vision tests, ENT (Ear-Nose-Throat) screenings, dental check-ups, vital signs monitoring, and X-rays—alongside physician consultations to detect and prevent potential illnesses early. This initiative is unprecedented within the construction industry. To date, Coteccons has completed health screenings for over 25,000 construction workers.
• Photography Activities: Designed as the 'energy recharge station' of 'Build Tết,' Coteccons sets aside a special zone on the sites so that photographers can capture meaningful year-end moments for workers. This activity is organised to help them alleviate fatigue, worries, and work stress while fostering joy and hope as the New Year approaches. With each picture taken, they can share meaningful moments from their lives with family and friends, thereby fostering a deeper understanding of their job among others.
• Barbering Services: As construction workers often work continuously to meet project deadlines before Tết, they rarely have the opportunities for personal care. Thus, the program opened free barber services to help them prepare a neat and refreshed appearance to embrace the holidays and enjoy a relaxing, comfortable time.

Apart from meaningful activities, the campaign's core entails video recaps highlighting the spirit of labour, documenting simple but heartwarming sharings from workers and their families. These footages offer a vertical alignment of interconnected perspectives. The camera first rolls to complex viewpoints from the community toward construction workers; then it points to the workers' thoughts on their job and aspirations to their children. Most importantly, viewers get to hear their children's understandings for their parents. Throughout the video, a subtle yet profound message is conveyed: "Every brick the workers lay is a quiet act to build a cozy nest, a comfortable Tết; a labor of love that weave into the dreams they spread for their kids. And though born and raised in hardships as it seems, these children are nourished by a generous sense of love and care from their community".

By unveiling a hidden side of construction work, Coteccons' documentary has captured the exquisite beauty of labor—a humble yet significant, rocky yet stable, and hazardous yet secure occupation. These films have ignited inspiring thoughts, fostering a deeper sense of empathy and nuanced understanding of the hardships and unwavering dedication of the workforce. 

Vision

• 'Build Tết' stands as a backbone of Coteccons' strategic vision to drive sustainable development within the construction industry—specifically targeting SDG 8 - Decent Work and Economic Growth. It acts as a 'cure' for a 'malignant disease' — the systemic worker wages debt, which leaves them struggling to travel home for Tết. This crisis has been eroding the industry's value chain and take a toll on worker morale. Therefore, the initiative aims to forge a happy and sustainable construction ecosystem—one where the most vulnerable are treated with genuine dignity and gratitude.
• Maintain a long-term bond with their workforce, generate lasting benefits to Coteccons—both in buildings' quality and brand reputation.
• Through this initiatives, Coteccons hopes to touch the hearts of the community and its partners. They want to create a wave of support where everyone helps to protect and care for the people who build the world. 

Objective

• Improve lives and well-being for construction workers – the hands behind the buildings.
• Strengthen public awareness about the true values of workers, aiming to shift public opinions towards appreciating the construction job.
• Break the old compromise among workers to sustain their commitment and perception of construction work as a stable occupation. 

Implementation Process - Scope - Budget

Implementation Process

"Build Tết" program is an annual event by Coteccons, with its first season held at the beginning of 2023:

• Coteccons partners with Dan Tri Newspaper to launch the 'Build Tết' project, with the support of the Ministry of Labour, Invalids and Social Affairs.
• The program was implemented nationwide, across 60 construction sites of Coteccons between 4 January to 16 January 2023.
• The program main activity was to distribute 12.000 gifts, each worth 300.000 VND, to construction workers at Coteccons sites. Furthermore, Coteccons also organises activities such as on-site haircut, Tết photoshoots, and providing free tickets or bus rides for workers to return home.
• Regarding the company's communications activity, Coteccons laid the first brick to the 'Thank you Builders' journey with the 'Thank You Builders' billboard, along with a series of articles about the unique stories of the construction industry and the quiet contributions from the workers' hands.

The second season of 'Build Tết' in 2024 has involved:

• Coteccons partnered with Nhan Dan Newspaper to host the 'Build Tết' program.
• The 2024 'Build Tết' program runs from December 23, 2023, to January 2024 at construction sites across three regions of the country, including Hanoi, Hung Yen, Quang Ninh, Quang Ngai, Ho Chi Minh City, Binh Duong...
• In its second launch, 'Build Tết' has expanded its scale, handing out more than 27,000 Tết gifts to encourage workers who live far from home and quietly contributed to the community. Activities like on-site haircuts and Tết photoshoots continue to be maintained, with health check-ups were added as expanded activity for workers.

For communications activity, Coteccons has run:

• Photo collection 'What do you see?' by photographer Hai Thanh capturing the beauty of construction workers and displayed on billboards in major cities like Hanoi and Ho Chi Minh City.
• Documentary film "The Builders – What do you see?" reached over 1,000,000 views within 2 weeks of its release on Facebook and YouTube.
• A series of articles shared diverse community perspectives on the essence and dedication of construction workers.

"Build Tết" also attracted countless support from partners and customers such as Co.opmart (gifting partner), Bernard International Specialised Medical System, and An Viet General Hospital (partners for worker health check-ups), along with major universities: Ho Chi Minh City University of Technology (HCMUT), HCMC University of Technology and Education (HCMUTE), HCMC University of Architecture (UAH), and Hanoi University of Civil Engineering (HUCE). 

Project Scope

• Implemented sector: the Vietnam construction industry
• Implemented region: 163 Coteccons and Unicons constructions nationwide

Project Implementation Cost

"Build Tết" involves various activities executed under a large budget. However, Coteccons does not want to cast light on the numbers. Instead, they hope everyone recognises the dedication of our workers—the people who give shape to sketches and contribute to economic growth. For Coteccons, the most important goal is to spread humanistic values and inspire empathetic hearts. This is also a shared concern among more than 2,000 Coteccons engineers. 

Through two seasons, Coteccons has received support from many developers, subcontractors, and suppliers, enable wide-scale implementation and generate powerful impact. To date, 'Build Tết' has gained attention not only from businesses but also from government agencies, turning the platform into a widely-known meaningful initiative.

Operation results

• 20 provinces and cities reached.
• 163 construction sites hosted 'Build Tết' activities.
• 27,473 gift sets presented to construction workers.
• Over 25,000 workers received health check-ups.
• Over 1,000 developers and subcontractors, 2,000 engineers, 1,500 volunteers, and 100 doctors joined the journey.

Communication results

• Nearly 30,000,000 people get to know and feel the beauty of construction work through the billboard series.
• Over 1,000,000 views for the documentary "The Builders - What do you see?" on YouTube and Facebook after 2 weeks.
• Over 2,000 discussions and shares on media platforms expressing empathy and gratitude for construction workers.
• Over 100 national news agencies explored deep angles of the occupation—from the value of labor and humanity to encouraging positive actions to ensure workers are cared for and respected.
•  A key factor contributing to Coteccons winning the "Brilliant Breakthrough" award at the WeChoice Awards 2023.

Beyond the numbers, workers at Coteccons sites, after two years of campaign launch, have gained more confidence and peace of mind to dream and stay committed to their livelihoods. 'Build Tết' has changed how society views the construction industry, proving that a business can create a positive impact not just through profit, but with heart, humanity, and integrity. 

'Build Tết' has proven its ability to scale through multi-sector collaboration—from industry partners (developers, subcontractors) to FnB and healthcare, and from government support (MOLISA) to active community participation. This model reaffirms that 'Build Tết' is no longer the sole work of Coteccons but can be extended more widely to foster a larger sustainable social impact:

• Enhancing Competitive Advantage: Sustainable development (ESG) is now a mandatory aspect and a criterion for countries and global investors. Coteccons’ ESG-centric approach not only strengthens its competitive edge but also serves as a role model, a reference for other organisations within the industry.
• Social Impact and Corporate Responsibility - Shift social beliefs about construction work: Instead of just addressing immediate issues, 'Build Tết' tackles the "core" problems: the crisis of trust, job commitment, and the social status of laborers.

Coteccons strives to develop 'Build Tết' into a role model for businesses to change their mindset and operations regarding worker welfare. The program will serve as a proof and suggestion for businesses to care for their workers.

• For the workforce, their top priority is stable employment and guaranteed payment policies, following is work environment and benefits. Coteccons prioritises these even during the most difficult times. Prior to Tết, Coteccons commit to handing payments on time so that workers can enjoy a fulfilled holiday after 2 years of COVID.
• Coteccons would focus on projects involving foreign direct investment (FDI), public investment, and credible developers to secure stable employment for its workers. 
• In terms of work environment and safety, Coteccons views safety as a prerequisite and spends a substantial amount of time and effort to ensure workers' safety. Workers must be trained and certified in safety before entering the site. The provide full Personal Protective Equipment (PPE) and maintain a safety supervision team, who rigorously inspect the safety levels of construction areas and issue green tags before allowing workers to enter.
• Furthermore, Coteccons was one of the first contractors to insist that workers stay at off-site boarding houses rather than on-site to ensure their safety - a model that is now being widely replicated.