Increase giving-levels in Ireland during one of the worst recessions in history. The second phase of the campaign has two streams of communications. In one, the regular people of Ireland speak about their giving and their support for The One Percent Difference. In the other, Corporate Ireland steps up to the plate and expresses its commitment to the initiative. It involves business of all scale, SME to multinational. In this TV commercial Anne O'Leary, CEO Vodafone Ireland, describes the benefits of The One Percent Difference to staff, company and society.
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