The #Dedicated2Cikgu Campaign started in 2012 with 40,000 roses given to teachers at 400 schools across Malaysia. Spearheaded by INTI International University and Colleges, the campaign continues to facilitate the sharing of heart-warming stories online, upping the stakes by roping in renowned local artists such as Rozita Che Wan, Amar Asyraf, Elfira Loy and many more, creating bigger excitement amidst students and teachers in over 500 schools in Malaysia. We discover the strategic rationale, and learn about the stakeholders that the campaign targets.