To contribute to society, we usually think about donations. However, if we use our expertise to conduct research to address the burning issues in society, it can bring much more value than we thought. One powerful finding provided by market research can benefit millions of people. One attempt from a market research company to contribute to the world can influence millions of people and change their lives. That is the meaning of "One Is Greater Than One Million." So how do you make "One Greater Than One Million"? This presentation explores a successful case study from Vietnam, providing insight on the differences in attitude and behaviour between happy and unhappy families. The research was followed by a mass media campaign at NO cost, which will inspire you to think about new ways to make the world better.