In October 2007, P&G and its business partner - Century Mart Development Ltd. decided to co-build a Hope School  in a key target market for them - Chaohu City, Anhui Province. Both companies pursued a boost in corporate reputation as well as increased media coverage for their business activities.

Understanding this was the second time these two enterprises co-supported Project Hope, H&K suggested the continuation of the efforts towards this cause needed to be approached from a different angle, thus highlighting the novelty, also focusing some attention to P&G's partner - Century Mart.

As the event would take place in Chaohu City, Anhui Province, H&K innovatively proposed "Anhuilization and Chaohulization"strategies. Third-party endorsement was also arranged, as CYDF (China Youth Development Foundation) and local governmental officials both highly praised the program.

All the intended communications goals were achieved, for there were more than 500 people attending the event. In addition, 15 provincial and local media broadcasted the news. A special 12-minute TV program was broadcasted in the local TV station. P&G was also able to establish good media relations in Anhui and Chaohu. The event was been appraised by Century Mart, thus strengthening the relationship between the two parties.