Coteccons Construction Joint Stock Company, a leading construction firm in Vietnam, is strongly committed to sustainable development through ESG (Environmental, Social, and Governance) practices. According to Coteccons, two critical factors for construction businesses are reducing carbon emissions and improving workers' quality of life—particularly the latter, which is often overlooked or undervalued. This focus inspired Coteccons to pioneer initiatives aimed at enhancing the well-being of workers, especially construction laborers. One standout example is the "Build Tet" program, embedded in Coteccons' sustainability strategy and aligned with SDG8 (Decent Work and Economic Growth) from the United Nations' Sustainable Development Goals.

Launched in early 2023 during the Lunar New Year, "Build Tet" serves as a platform for Coteccons, in partnership with stakeholders, customers, and government bodies, to improve the lives of workers while fostering positive impacts across the construction industry. The program brought a prosperous and warm holiday to tens of thousands of construction workers, including subcontractors and suppliers' employees at Coteccons sites.

Through holistic implementation—such as providing Tet gifts, offering free health check-ups, photo sessions, haircuts, and travel assistance for workers returning home—alongside creative communication campaigns to challenge stereotypes about construction work, "Build Tet" became a meaningful gesture of appreciation. This initiative not only uplifted workers' morale but also spread a spirit of humanity across the industry, fostering trust and a sense of value among construction laborers for their contributions.

Part 1

Starting background of the project

According to the Ministry of Labor, Invalids, and Social Affairs, Vietnam has approximately 7 million construction workers, accounting for 13.5% of the workforce aged 15 and above. These workers play an essential role in transforming barren lands into homes and iconic buildings that symbolize local pride and aspirations for development. However, construction workers are among the most vulnerable groups in the industry's value chain. Prevalent stereotypes about construction work and a crisis of trust are significant challenges impacting workers' commitment to the industry. Construction labor is often seen as purely physical work, with little appreciation for the hardships and vital contributions it entails. Furthermore, issues like delayed wage payments, particularly around the Lunar New Year, erode trust and drive many workers to leave the industry.

Despite their critical contributions, construction workers often receive inadequate recognition and support. While some programs aim to assist and provide gifts to workers, these efforts are typically small-scale, short-term, and fail to create meaningful, lasting impact on their material and emotional well-being.

As a leading industry player committed to human-centered values under its "Human Hearted" philosophy, Coteccons has passionately developed "Build Tet" as a pioneering platform for the construction sector. Designed for sustainability and long-term impact, "Build Tet" seeks to improve both the material and spiritual lives of construction workers. It also provides a foundation for collective efforts to build a construction industry that is Safe, Comfortable, and Meaningful, spreading positive values throughout society.

Part 2

Project innovation/ invention

For the first time in the construction industry, a comprehensive platform dedicated to improving the lives of workers has been established, gaining support and participation from multiple stakeholders. "Build Tet" operates on two key fronts: (1) enhancing workers' lives during the Lunar New Year through practical and meaningful activities on construction sites, called "Workers' New Year Day"; and (2) raising awareness and challenging societal stereotypes about construction workers through media efforts.

Unlike typical gift-giving programs, "Build Tet" addresses both the physical and emotional needs of workers, offering a series of impactful activities:

- Gift Distribution: Workers receive essential items and Tet gifts, providing a warm and fulfilling Lunar New Year experience. Coteccons also encourages clients and partners to co-sponsor these efforts, amplifying the initiative's reach and fostering industry-wide care for construction workers.

- Health Checkups: Recognizing the hazardous nature of construction work, "Build Tet" introduced Health Stations, where workers undergo comprehensive checkups, including vision tests, ENT exams, dental care, vital signs monitoring, and X-rays. This unprecedented initiative has provided health screenings for over 25,000 workers, enabling early detection and prevention of health issues.

- Photo Keepsakes: A special photo corner is set up on construction sites to capture workers' moments during year-end activities. These photos serve as meaningful gifts for workers to share with their families and highlight the dignity of their work, bringing joy and pride as the new year approaches.

- Haircuts: To ensure workers can greet the New Year looking and feeling their best, "Build Tet" offers free haircuts. This simple yet thoughtful gesture provides relaxation and helps workers prepare for the festive season.

- Documentary Films: 

A standout element of "Build Tet" is a series of poignant documentaries showcasing the beauty and challenges of construction work. These films share heartfelt stories from workers and their families, offering layered perspectives—from society's view of construction workers to the pride workers take in their jobs and their children's understanding of their parents' sacrifices. A core message resonates: construction workers build homes for others, but through their labor, they also build dreams for their children and hope for their families.

In addition to practical actions, the standout feature of "Build Tet" lies in its documentary films, which highlight the dignity of construction work and share heartfelt stories of workers and their families. These films create a vertical connection across perspectives. First, they present a multifaceted view of construction workers from the community's perspective. Next, they explore workers' own views on their jobs and their aspirations for their children. Finally, they capture the children's perspective, deepening their understanding and appreciation of their parents' work.

A subtle yet powerful message emerges: "Construction workers build homes for others, indirectly creating shelters, directly building Tet celebrations, and shaping dreams for their children." These children, though raised in hardship, are nurtured by the gratitude and respect of the community and society.

By presenting a fresh perspective on the construction profession, these films emphasize the beauty of seemingly humble yet meaningful work—precarious yet steady, dangerous yet safe. Coteccons' documentaries have inspired audiences, fostering empathy and recognition of the dedication, challenges, and commitment of construction workers.

"Build Tet" is an open platform designed with flexibility, enabling its activities to be implemented across multiple construction sites. Over two seasons, Coteccons has garnered support from investors, subcontractors, and suppliers, scaling the initiative to create a significant impact. The platform has attracted attention not only from corporations but also from government agencies, establishing itself as a socially impactful and widely recognized innovation.

Moving forward, Coteccons aims to expand "Build Tet", introducing new initiatives to continue supporting workers while advancing sustainable human development. Through this effort, Coteccons reaffirms its commitment to creating a safer, more fulfilling, and meaningful construction industry for all.

Part 3

Goals and vision of the project

Vision

- "Build Tet" is a core initiative of Coteccons in its vision to promote sustainable development within the construction industry, particularly with respect to SDG 8 - Decent Work and Economic Growth, one of the 17 Sustainable Development Goals set by the United Nations. This program aims to "heal" the "cancer" of unpaid wages—causing workers to lack money for their Tet celebrations—which gradually erodes the construction industry's value chain and undermines workers' trust. The initiative strives to create a sustainable and happy construction ecosystem, where the most vulnerable and marginalized workers are respected and appreciated.

- The program seeks to foster long-term engagement among construction workers, bringing enduring benefits to Coteccons in both the quality of its projects and the strength of its brand image. 

- Through Coteccons' leadership, the initiative spreads across communities, attracting compassionate voices and actions that protect and enhance the lives of workers.

Goals

- Improve the livelihoods of construction workers, the individuals directly contributing to the creation of buildings.

- Raise public awareness about the value of construction workers to shift societal views and increase respect for the profession.

- Break the compromise that has led workers to accept unfavorable conditions, while reinforcing their commitment to the construction industry as a stable career path.

Part 4

Implementation - Scope - Cost of the project 

Implementation 

The "Build Tet" project is an annual initiative by Coteccons, with the first season launched in early 2023:

- Coteccons partnered with Báo Dân Trí to kick off the "Build Tet" project with the support of the Ministry of Labor, Invalids, and Social Affairs.

- The program was implemented simultaneously across 60 Coteccons construction sites nationwide from January 4 to January 16, 2023.

- The main activity of the program was the distribution of 12,000 gift packages, each valued at 300,000 VND, to construction workers at Coteccons sites. In addition to gift-giving, Coteccons organized several activities such as free haircuts at construction sites, taking Tet photos, and offering free transportation tickets or rides home for workers.

- For media outreach, Coteccons laid the first brick in its Thank You, Builders journey with the "Thank You Builders" billboard campaign, along with a series of articles in the media about the unique stories of the construction industry and the quiet contributions of workers.

Season 2 of "Build Tet" in 2024:

- Coteccons organized "Build Tet" with the support of Báo Nhân Dân.

- The 2024 "Build Tet" program began on December 23, 2023, and ran through January 2024 at construction sites in Hanoi, Hung Yen, Quang Ninh, Quang Ngai, Ho Chi Minh City, Binh Duong, and others.

- In its second year, "Build Tet" expanded its scale, distributing over 27,000 gift packages to encourage and motivate workers who are far from home and perform silent, essential work. Haircut and Tet photo activities continued, and Coteccons also added health check-up services for workers.

- For media outreach in Season 2, Coteccons carried out:

     + A photo series "What Do You See?" by photographer Hải Thanh, capturing the beauty of construction workers. This series was displayed on billboards in major cities like Hanoi and Ho Chi Minh City.

     + A documentary film "The Builder – What Do You See?", which reached over 1,000,000 views within two weeks of being released on Facebook and YouTube.

     + A series of articles on various media platforms sharing multiple perspectives on the beauty of construction workers.

The program attracted support from various partners, such as Co.opmart (gift partner), Bernard International Medical System, and An Viet General Hospital (health check-up partners for workers), as well as universities such as the University of Danang, University of Hanoi, Ho Chi Minh City University of Architecture, and Ho Chi Minh City University of Science and Technology.

Scope

- Field of Implementation: The construction industry in Vietnam

- Project Areas: 163 Coteccons and Unicons construction sites nationwide

Cost

"Build Tet" includes a wide range of activities with a significant financial scale. However, Coteccons hopes that people will not only remember the investment amount or the number of gift packages but will instead recognize the contributions of the workers. These workers are the reason Coteccons is able to complete projects and contribute to economic development. The most important thing for Coteccons is to spread the humanistic values and attract more acts of kindness. This goal is also shared by the more than 2,000 engineers at Coteccons.

Part 5

Achievements 

Regarding the "Build Tet" Activities:

- The program has visited 20 provinces and cities.

- 163 construction sites have hosted "Build Tet" activities.

- A total of 27,473 gift packages were distributed to construction workers.

- Over 25,000 workers received health check-ups.

- More than 1,000 investors and subcontractors, 2,000 engineers, 1,500 volunteers, and 100 doctors have supported "Build Tet."

Media Outreach of "Build Tet":

- Nearly 30,000,000 people have seen and appreciated the beauty of construction workers through photos on billboards.

- Over 1,000,000 views within two weeks of the documentary "The Builder – What Do You See?" on YouTube and Facebook.

- Over 2,000 discussions and shares on media platforms expressing empathy and gratitude for the contributions of construction workers.

- More than 100 media outlets nationwide have delved deeper into various aspects of construction workers, from the value of labor and humanitarian efforts to encouraging positive actions that show gratitude and create long-lasting impacts, ensuring workers are respected, treated well, and valued.

- Key Achievement: "Build Tet" played a crucial role in helping Coteccons win the "Shining Unit" award at the WeChoice Awards 2023.

After two years of "Build Tet", construction workers on Coteccons' sites have gained increased confidence and peace of mind, allowing them to dream, stay committed, and feel more content with their profession. Furthermore, "Build Tet" has not only been embraced internally but has also spread widely within the community. The program has changed societal views on the construction industry, demonstrating that a business can make a positive impact not just through its financial success but also through its heart, humanitarian efforts, and integrity.

Part 6

Model expansion potential

Enhancing Competitive Advantage for the Business

Sustainable development is a mandatory factor and criterion for many countries and investors when choosing to invest in a market or company. Coteccons, with its unique approach of focusing on ESG (Environmental, Social, and Governance) in all its business activities, not only strengthens its competitive advantage but also aims to become an ESG role model in the construction industry for other companies to follow.

Social Impact and Corporate Responsibility – Changing Social Prejudices About Worker Contributions

Regarding the "Build Tet" platform, Coteccons does not just address immediate issues but aims to solve the root causes of industry problems, such as the crisis of trust and the lack of connection between workers' jobs and their status.

Coteccons strives to develop "Build Tet" into a model for other businesses to change their awareness, operations, and attitudes toward construction workers and workers in general. "Build Tet" will be a place to demonstrate and suggest ways for businesses to care for the well-being of their workers.

- For construction workers, their primary concern is having stable employment and guaranteed payment policies, followed by other benefits such as working conditions and environment. At Coteccons, we prioritize these workers even during the toughest times. Specifically, during the Lunar New Year, Coteccons commits to prioritizing wage payments, allowing workers to rest assured and enjoy a fulfilling holiday after two years of pandemic impact.

- Coteccons focuses on projects involving foreign direct investment (FDI), public investment projects, and projects from reputable investors to provide stable work opportunities for construction workers.

- Coteccons places safety as the top priority and allocates substantial time and budget to ensure the safety of workers. Any worker who joins Coteccons' construction site must undergo training and receive safety certification. Additionally, workers are provided with necessary personal protective equipment, such as gloves, helmets, masks for deep excavation work, and guardrails when working at height. Coteccons employs a dedicated safety supervision team that carefully inspects the safety level of construction areas before issuing a green label for workers to access.

- Coteccons also offers advanced skills training and provides on-site amenities like canteens, toilets, and worker dormitories. Coteccons was one of the first contractors to mandate that workers stay in dormitories rather than the construction site to ensure safety. This model has since been adopted and expanded by many other companies.

Scalability and Widespread Application

"Build Tet" has demonstrated its strong potential for expansion, thanks to the support and participation from various sectors. This includes partners, customers, and investors within the construction industry, as well as partners from other sectors like F&B and healthcare; government support from the Ministry of Labor, Invalids and Social Affairs; and active participation from the media and the community. This multi-sector collaboration affirms that "Build Tet" is not just Coteccons' initiative, but one with the potential for broader expansion and application, attracting more contributors and creating a sustainable impact on society.