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  • SUB CATEGORY :
    USE OF MOBILE MARKETING
  • COMPANY ENTERING :
    DENTSU ONE (BANGKOK) LTD., BANGKOK
  • TITLE :
    HELLO GOOD DAY
  • BRAND :
    THE ALZHEIMER FOUNDATION OF THAILAND
  • ADVERTISER :
    THE ALZHEIMER FOUNDATION OF THAILAND
  • AGENCY :
    DENTSU ONE (BANGKOK), BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUBUN KHOW
  • CREATIVE DIRECTOR :
    PRIEBDUAN CHOTIMANUKUL
  • ART DIRECTOR :
    PRIEBDUAN CHOTIMANUKUL/CHUESAI SUVARNAPUNYA/ KAMON PLOYDANG/MONTHICHA DARAWANKUL/MINGKWAN WASUWAT
  • COPYWRITER :
    SUBUN KHOW/MONCHAI VISUTTINONT/TAKU MORIKAMI
  • AGENCY PRODUCER :
    VORAWIT PRAKORNKAEW
  • ACCOUNT MANAGER :
    SUCHANYA SUDJARIT
  • PROJECT MANAGER :
    WICHITRA TRITODTRAKOON
  • EDITOR :
    CHANAT CHUKITPONGSAPAK
  • CAMPAIGN SUMMARY :
    Thailand is one of the fastest-aging countries in the world. The number of people aged 60 and over in Thailand now stands at about 13 million, accounting for 20% of the population. As the society gets older, more Thais are falling victim to dementia. There are more than 500,000 Thais suffering from dementia and it is expected to increase to over 1 million by 2030. The Alzheimer Foundation of Thailand wanted to raise awareness towards dementia and prevent Thais to suffer from losing memories. The strategy was to transform and sneak in target habit to raise awareness and prevent elderly to suffer from losing memories. According to the World Health Organization, brain-training games are one way to reduce the risk of dementia. We transformed the traditional “Hello Monday” greeting photo often sent by the elderly via LINE application as a morning routine message into multiple brain-training games to help prevent elderly to suffer from losing memories. The campaign was called “Hello, Good Brain”. The “Hello, Good Brain” is a set of beautiful photos with greeting messages that come with multiple brain-training games such as photo hunt, calculation game, matching game, fill in the blank game etc. From the flower image greeting photo which seems annoying and useless, “Hello, Good Brain” has created magic, transforming the boring “Hello Monday” to something that helps reduce and slow down dementia. This also help created social awareness about dementia. Within 3 weeks, there were 2,325 users who registered as a member for “Hello, Good Brain” on LINE official account. More than 52,625 interactions were made over the course of 9 months. These 300 images from the set are still being shared by the elderly to the online world even today, painting smiles on the elderly’s faces and filling their hearts with happiness.
  • THE BRIEF :
    Thailand is one of the fastest-aging countries in the world. The number of people aged 60 and over in Thailand now stands at about 13 million, accounting for 20% of the population. As the society gets older, more Thais are falling victim to dementia. There are more than 500,000 Thais suffering from dementia and it is expected to increase to over 1 million by 2030. The Alzheimer Foundation of Thailand wanted to raise awareness towards dementia and prevent Thais to suffer from losing memories.
  • THE STRATEGY :
    Transform and Sneaking in the elderly daily life moment. LINE Application is the No. 1 chat application used by Thai elderly with over 5.8 million users. The most often sent messages among elderly is “Hello Monday” image, a greeting photo that elderly send to friends via LINE application as a token of care and other positive feelings. The strategy was to transform and sneak in this target habit to raise awareness and prevent elderly to suffer from losing memories. We transformed the traditional “Hello Monday” often sent by the elderly as a morning routine message into multiple brain-training games.
  • THE EXECUTION & CRAFT :
    From a boring traditional Morning routine to a happy new Brain Exercise. “Hello, Good Brain” campaign is a set of flowers photos with greeting messages that come with multiple brain-training games such as photo hunt, calculation-game, matching-game etc. These games were developed together with experts from Alzheimer Foundation of Thailand. The activity and “Hello, Good Brain” LINE official was promoted at the event titled “Creation of Thai society to stay away from Alzheimer’s” co-organized by the Thailand Centre of Excellence for Life Sciences and the Alzheimer Foundation of Thailand. It was also featured in other TV programs and radio stations.
  • THE RESULT :
    From the flower greeting image which seems annoying and useless, “Hello, Good Brain” transforming the boring “flower greeting image” to something that helps reduce, slow down dementia among the elderly and also help created social awareness about dementia. Within 3 weeks, there were 2,325 users who registered as a member for “Hello, Good Brain” on LINE official account. More than 52,625 interactions were made over the course of 9 months. These 300 images are still being shared by the elderly to the online world even today, painting smiles on the elderly’s faces and filling their hearts with happiness.