SUB CATEGORY :

EFFECTIVE LOTUS - SMALL BUDGET

COMPANY ENTERING :

THE LEO BURNETT GROUP THAILAND, BANGKOK

ENTRY TITLE :

FORWARD THE CURE

BRAND :

UHMPANG HOSPITAL FOUNDATION

ADVERTISER :

UHMPANG HOSPITAL FOUNDATION

AGENCY :

THE LEO BURNETT GROUP THAILAND, BANGKOK

CHIEF CREATIVE OFFICER :

SOMPAT TRISADIKUN

EXECUTIVE CREATIVE DIRECTOR :

CHANYUTT BOONYAGATE

CREATIVE GROUP HEAD :

SKON KHANAWUTHIKARN

COPYWRITER :

JAKKAPHONG KIRDTONGKUM

ART DIRECTOR :

SKON KHANAWUTHIKARN/SOMPAT TRISADIKUN

GROUP ACCOUNT DIRECTOR :

THANYAPORN TEERAPRAPHA

ACCOUNT DIRECTOR :

PANJAPORN KRUAPANICHWONG

EDITOR :

THAWISAWAKORN SEANGKAHARAT/THANAKORN LEERAMASS

CAMPAIGN SUMMARY :

“FORWARD THE CURE” PROJECT DESIGNED MEDICINE ENVELOPE FOR HOSPITAL PATIENTS AND PHARMACY’S CUSTOMERS THAT CAN BE DELIVERED BACK TO UMPANG HOSPITAL. THE HOSPITAL, THEN, PASS THESE MEDS ON TO ITS INSUFFICIENT PATIENTS IN NEED. THAILAND REGULATIONS DO NOT ALLOW ANY SALES OR DISTRIBUTION OF MEDICINES WITHOUT PHARMACISTS’ ORDER. THEREFORE, THE “CURE PACK” IS DESIGNED TO ENABLE PEOPLE TO PASS ON USED MEDICINES TO THE LESS FORTUNATE AS ALL MEDS ARE OFFICIALLY SUPERVISED BY UHMPANG HOSPITAL.

THE BRIEF :

EACH YEAR, THERE ARE OVER 67,000 LESS FORTUNATE PATIENTS LIVING IN THAILAND’S BORDER AREAS WHO SEEK FREE MEDICAL TREATMENT FROM STATE-OWNED HOSPITALS. HOWEVER, THESE HOSPITALS LACK EVEN THE MOST BASIC MEDICATIONS LIKE PAINKILLERS OR COLD REMEDIES. HOW CREATIVE IDEAS ENCOURAGE PEOPLE WHO LEFT OVER THE MEDS FORWARD THEIR MEDS TO THE PATIENT IN NEED.

THE STRATEGY :

UHMPANG HOSPITAL, A POORLY FUNDED PUBLIC HOSPITAL, IS HAVING A DIFFICULT TIME PROVIDING FREE MEDICINES TO ITS PATIENTS. ASKING FOR A DONATION SEEMS TO BE MERELY A SHORT-TERM SOLUTION. WE NEEDED A SUSTAINING PLATFORM IDEA TO RECRUIT FREE MEDICINES FROM AS MANY DONORS AS POSSIBLE. SO WE NEEDED TO COME UP WITH AN EASIEST SOLUTION FOR PEOPLE TO SEND US THEIR UNUSED MEDS.

THE EXECUTION :

INSTEAD OF USING TYPICAL ADVERTISING MEDIUM, WE DESIGNED THE “CURE PACK”, A MEDICINE ENVELOPE, TO DIRECTLY INVITE PEOPLE TO PASS ON THEIR UNUSED MEDS TO PATIENTS WHO LACK MEDICATION. THIS TARGETS TEMPORARY PATIENTS IN HOSPITALS AND PHARMACY’S CUSTOMERS AROUND BANGKOK.

THE RESULT :

NOW THE MEDICINE HAS ALREADY HELPED OVER 25,000 INSUFFICIENT PATIENTS.