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  • SUB CATEGORY :
    BEST USE OF SOCIAL MEDIA & EARNED MEDIA
  • COMPANY ENTERING :
    YOUNGSANTI, BANGKOK
  • TITLE :
    A WRITE TO MOVE
  • BRAND :
    FEND : FOUNDATION TO ERADICATE NEUROMUSCULAR DISEASES
  • ADVERTISER :
    FEND : FOUNDATION TO ERADICATE NEUROMUSCULAR DISEASES
  • AGENCY :
    YOUNGSANTI, BANGKOK
  • EXECUTIVE CREATIVE DIRECTOR :
    SANTI SUWANVALAIKORN
  • CREATIVE DIRECTOR :
    PANUPAN SUPAPAN
  • COPYWRITER :
    SIWAKORN JUNLANAN
  • ART DIRECTOR :
    PANUPAN SUPAPAN
  • ACCOUNT DIRECTOR :
    OPAPEN KITTIPANYAKUL
  • ACCOUNT MANAGER :
    PATTARAWADEE ONGSUWAN
  • ACCOUNT EXECUTIVE :
    ALISA PANITNUN
  • POST-PRODUCTION COMPANY :
    FINALCUT, BANGKOK
  • EDITOR :
    THANNAPAS TIPPAYAPONGSIN
  • THE BRIEF :
    NEUROMUSCULAR DISEASE IS A GENETIC DISEASE WHICH A PATIENT WILL GRADUALLY LOSE THEIR FUNCTIONING MUSCULAR CONTROL. EVERY-YEAR THERE ARE OVER 1,000 CHILDREN WHO ARE BORN WITH THE DISEASE. THERE ARE NO CURE FOR THIS DISEASE, LOW SUPPORT FROM THE GOVERNMENT, AND LACK OF MEDICINES. BECAUSE THERE ARE INSUFFICIENT MOBILITY AIDS AND ASSISTIVE-DEVICES, THESE CHILDREN HAVE LOWER QUALITY OF LIFE. THE CHALLENGE OF THIS CAMPAIGN IS TO SPREAD PUBLIC AWARENESS ABOUT THE DISEASE HOPING THAT THE GOVERNMENT WILL PROVIDE SUPPORT AND POSSIBLE PUBLIC DONATION TO ENHANCE THE PATIENT’S LIVING CONDITION.
  • THE STRATEGY :
    SINCE THE FEND FOUNDATION IS A NON-PROFIT ORGANIZATION,
    THE CHALLENGE IS TO HOLD A FUNDRAISING EVENT TO RAISE MONEY FOR
    THE CHILDREN. THEREFORE, THE FEND FOUNDATION TOGETHER WITH
    THE DOCUMENTARY CLUB ORGANIZE A MOVIE EVENT SHOWING A MOVIE CALLED “GLEASON” - A DOCUMENTARY FILM ABOUT AN ATHLETE WHO IS BORN WITH THE DISEASE, DEMONSTRATING WHAT IT IS LIKE TO BE BORN WITH THIS DISEASE. AS THE OPPORTUNITY RISES, “A WRITE TO MOVE” CAMPAIGN IS FORMED TO INVITE CELEBRITIES AND THE PUBLIC TO SEE THE DOCUMENTARY FILM AND UNDERSTAND MORE ABOUT THE DISEASE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE CHILDREN WITH NEUROMUSCULAR DISEASE WRITE LETTERS INVITING THEIR HEROES TO WATCH A MOVIE WITH THEM TO RAISE AN AWARENESS ABOUT THIS DISEASE. WITH HOPE AND GREAT INTENTION, SOME OF
    THE CHILDREN SPEND 9 HOURS WRITING JUST ONE LETTER TO INVITE THEIR HEROES TO SIT WITH THEM AT THE MOVIE THEATER ON THE EVENT.
  • THE RESULT :
    - THAI PRIME MINISTER, REPLIES TO LETTER WRITTEN BY TAO-EEY, PROMISING THAT GOVERNMENT WILL PROVIDE FULL SUPPORT. ALSO,
    THE PRIME MINISTER SENDS HIS REPRESENTATIVE TO WATCH THE MOVIE. - MORE THAN 10 CELEBRITIES ACCEPT THE INVITATION. THE REST SEND THEIR CLIPS TO GIVE LOVE&SUPPORT. - OVER 2,000 SHARES ABOUT
    THE NEWS, THE LETTERS TO PRIME MINISTER, AND THE EVENT. -
    THE STORY OF TAO-EEY IS BROADCASTED ON MANY NEWS CHANNELS.
    THE TOTAL ON-AIR TIME FOR BOTH NEWS AND INTERVIEW IS 43 MINS. - OVERALL MEDIA VALUE FOR THIS CAMPAIGN IS 30 MILLION BAHT, BUT NO SINGLE BAHT IS SPENT.