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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • TITLE :
    THE UNIVERSAL LANGUAGE OF PAIN
  • BRAND :
    MERCEDES-BENZ VANS
  • ADVERTISER :
    MERCEDES-BENZ (THAILAND)
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • CREATIVE DIRECTOR :
    NOPHARIT DUSADEEDUMKOENG
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    THAMONWAN ROJANAWANICHKIT
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/ANNOP KHUNWONG
  • GRAPHIC DESIGN DIRECTOR :
    NATTHAWUT SOONSUB
  • GRAPHIC DESIGNER :
    WATCHALEE SIRIKAYON
  • GROUP ACCOUNT DIRECTOR :
    JUTATAT PATTANODOM
  • ACCOUNT DIRECTOR :
    TANYAWAN WONGAPICHART
  • AGENCY PRODUCER :
    THITIPORN KITTIKAWINWONG/ATITAN THONGMAK
  • FILM PRODUCTION COMPANY :
    DREAM RIDERS, BANGKOK
  • CULTURAL CONTEXT EXPLANATION :
    THERE ARE 7,000 LANGUAGES USED IN THE WORLD, AND THERE ARE 73 LANGUAGES USED IN THAILAND, THE LESS-KNOWN LANGUAGES ARE USED IN REMOTE AREAS OF THAILAND; MOST OF THOSE LANGUAGES ARE ONLY SPOKEN AND LACKS WRITTEN LANGUAGE*. THIS MAKES IT VERY DIFFICULT FOR DOCTORS, BOTH MEDICAL VOLUNTEERS AND THOSE WORK IN PUBLIC HEALTH CENTERS IN THESE AREAS, TO DIAGNOSE THE PATIENTS DUE TO DIFFERENCES IN LANGUAGES. LOCAL INTERPRETERS AREN’T ALWAYS AVAILABLE.
  • CAMPAIGN SUMMARY :
    MERCEDES-BENZ SPRINTER IS THE WORLD’S LEADING MEDICAL VEHICLE, PROVIDING MEDICAL ACCESS TO THE MOST REMOTE LOCATIONS DUE TO ITS DURABILITY AND FUNCTIONALITIES. WITH THAT, THE BRAND DISCOVERED MISCOMMUNICATION IS ONE OF THE MAJOR CAUSES OF MEDICAL ERRORS EVERYWHERE, ESPECIALLY IN THAILAND, WHERE PATIENTS IN RURAL AREAS ARE SPEAKING DIFFERENT LANGUAGES, INCLUDING TRIBAL LANGUAGES. (THE LATEST DATA HAS SHOWN IN THAILAND ALONE THERE ARE 73 LANGUAGES USED, AND 7,000 LANGUAGES WORLDWIDE). SO THE BRAND AND THAI HEALTH FOUNDATION PARTNERED TO CREATE A UNIVERSAL LANGUAGE THAT OVERCOMES LANGUAGE BARRIERS BETWEEN DOCTORS AND PATIENTS, THE SYMBOL SYSTEM THAT CAN HELP DOCTORS DIAGNOSE EVERY KNOWN ILLNESS, WITHOUT USING VERBAL LANGUAGE. THIS WILL HELP REDUCE MISCOMMUNICATION BETWEEN HEALTH PROFESSIONALS WHO WORK IN RURAL AREAS, BOTH VOLUNTEERS AND THOSE WORK IN PUBLIC HEALTH CENTERS, AND THEIR PATIENTS, WHO SPEAK DIFFERENT LANGUAGES.
  • THE BRIEF :
    SINCE MERCEDES-BENZ SPRINTER HAS BEEN PROVIDING MEDICAL ACCESS TO THE MOST REMOTE LOCATIONS DUE TO ITS DURABILITY AND FUNCTIONALITIES, THE BRAND DISCOVERED MISCOMMUNICATION IS ONE OF THE MAJOR CAUSES OF MEDICAL ERRORS EVERYWHERE, ESPECIALLY IN THAILAND, WHERE PATIENTS IN RURAL AREAS ARE SPEAKING DIFFERENT LANGUAGES, INCLUDING TRIBAL LANGUAGES. HOW CAN WE REDUCE MISCOMMUNICATIONS THAT COULD CAUSE MEDICAL ERRORS AND WASTE MEDICAL RESOURCES, AS WELL AS STRENGTHEN THE BRAND’S PROPOSITION AS THE WORLD’S LEADING MEDICAL VEHICLE.
  • THE STRATEGY :
    THE TARGET AUDIENCE ARE PATIENTS IN RURAL AREAS, WHO SPEAK DIFFERENT LANGUAGES, AND DOCTORS IN PUBLIC HEALTH CENTERS OR MEDICAL VOLUNTEERS,WHO HAVE DIFFICULTIES UNDERSTANDING THEM. SO OUR STRATEGY IS TO APPROACH THAI HEALTH FOUNDATION TO LEARN MORE ON THE TARGET AND SEE WHAT IS THE KEY ELEMENT IN MAKING DOCTORS AND PATIENTS UNDERSTAND EACH OTHER, AND ALSO THE KNOWLEDGE ABOUT PAIN AND DIAGNOSIS.
  • THE EXECUTION :
    WE DESIGNED A SYMBOL LANGUAGE,USING INSTINCTIVE DESIGN,WHICH IS THE DESIGN FROM FUNDAMENTAL OBJECTS,SHAPES, AND FORMS;THE SYMBOLS ARE BASED ON EXPERIENCE THAT CAN BE PERCEIVED AND GIVE THE SAME UNDERSTANDING FOR ALL. FOR EXAMPLE,THE SHAPE OF A THORN,NO MATTER WHAT THIS POINTY SHAPE IS CALLED IN ANY LANGUAGES,EVERYONE HAVE THE SAME UNDERSTANDING THAT THIS SHAPE IS SHARP AND KNOW THE FEELING OF PAIN IT CAUSES.OR THE SHAPE OF FIRE,EVERYONE AUTOMATICALLY UNDERSTANDS THE FEELING FIRE GIVES--THE BURNING SENSATION. WE DEVELOP EACH SYMBOL WITH PAIN SPECIALISTS FROM THAI HEALTH FOUNDATION AND SIRIRAJ HOSPITAL,AS WELL AS MEDICAL VOLUNTEERS TO UNDERSTAND MORE ON RURAL PATIENTS. PATIENTS SIMPLY POINT THE LOCATION ON THEIR BODY WHERE THE PAIN OCCURS,AND POINT AT THE TYPE OF PAIN THEY ARE EXPERIENCING. THIS SYMBOL SET IS PRINTED IN A FORM OF PAMPHLET,THIS IS COST-EFFECTIVE,LIGHT,AND EASY TO CARRY AROUND. HOWEVER,THE IDEA IS A UNIVERSAL SYMBOL LANGUAGE,THAT CAN BE IMPLEMENTED IN VARIOUS FORMATS.
  • THE RESULT :
    THIS SET OF SYMBOLS OVERCOMES LANGUAGE BARRIERS THAT USED TO BE A LONG-STANDING PROBLEM IN MEDICAL CARE, IT CAN BE IMPLEMENTED IN VARIOUS WAYS IN OTHER LOCATIONS, BECAUSE MISCOMMUNICATIONS AND INABILITY TO DESCRIBE PAIN CHARACTERISTICS HAPPEN EVERYWHERE WHERE DOCTORS AND PATIENTS DO NOT SHARE THE SAME LANGUAGE. IT HAS AN IMPACT ON PEOPLE’S LIVES, THOSE WHOSE LANGUAGE IS THE MINORITY IN THE COUNTRY NOW GETS THE SAME STANDARD OF HEALTHCARE AS OTHERS. THE UNIVERSAL LANGUAGE OF PAIN HELP REDUCE MISCOMMUNICATIONS THAT COULD CAUSE MEDICAL ERRORS AND WASTE MEDICAL RESOURCES, AS WELL AS STRENGTHEN THE BRAND’S PROPOSITION AS THE WORLD’S LEADING MEDICAL VEHICLE.
  • URL :
    https://www.universallanguageofpain.com/