Thai people is familiar with only few popular vegetables for their food menu, both the consumers and the chefs, so leading to chemical fertilizer used for off season vegetable cultivation to serve the demand. Thai people eat the off season vegetable without knowing of its danger.

Thai Health Promotion; therefore, would like to persuade Thai people to select only organic vegetable in its season to be safety and healthy.

Off season vegetable can harm you. Sometimes pleasing someone can hurt him. A story of sick master, begging his maid to find him the last tasty meal with Bok Choy. To fulfill his last wish, the lovely maid tried her best to please her master to find Bok Choy which was not on its normal season, so she went all the way from fresh market to Bok Choy garden begging a farmer to grow Bok Choy. To cultivate Bok Choy during its off season, the farmer had to use chemical fertilizer, so ended up with the chemical Bok Choy that hurt her master.

To make Thai people aware of the danger of off season vegetable, we created the film that traumatized consumers that eating off-season vegetable dishes can harm you. We aim that this campaign will stop consumers from buying or consuming off-season vegetables, farmers to discontinue cultivating off season vegetable and even the chef to stop using off season vegetable for his menu.

We created the tragic and un-forgettable story between the maid and her beloved master. The maid was ordered to find “Bok Choy” for her master’s last meal. But as it was not “Bok Choy” season, she went all the way from fresh market to the garden and find no “Bok Choy” that was ready for cooking. Begging the farmer to speed up growing ‘Bok Choy” for her, he had to use chemical fertilizer and so she pleased her master with ‘Bok Choy’ but she finally hurt him from off season vegetable that can kill him.

The powerful message and unforgettable story gave consumers understanding about the dangerous of off season vegetables. There were 13 millions viewers and the film was shared via many platforms and the story was copied by many public accounts, the messages was spread out organically.