Cannes Lions

LONG TAIL FOR LONG LIFE

CREATIVE JUICE\BANGKOK, Bangkok / BIRD CONSERVATION SOCIETY OF THAILAND / 2014

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Case Film

Overview

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Credits

Overview

Description

The story of our Gurney's Pitta Kite and its longest tail, over three kilometres of signatures, has earned more than 370% of free media coverage including all free TV channels, the country’s leading newspapers and countless websites. Donation to the Bird Conservation Society of Thailand has increased by 600% compared to the pre-campaign period.

The campaign has generated an active collaboration among government officials resulting in the inclusion of the Gurney's Pitta story in school curriculum as a National Agenda. Several international conservation organizations visited Khao Nor Chuchi and restored the forest the forest 20,000 sq m/year for sustainable solutions. The most important thing is that we've filled every heart with the love of nature and that raises hope for the long life of Gurney’s Pitta and Mother Nature.

Execution

Step 1: Children who shared the same passion in protecting the forest and its animals gathered together and created a “Gurney’s Pitta Kite” and a separate kite’s tail.

Step 2: These children then visited local communities across the country including villagers around Khao Nor Chuchi to convey the message of saving the birds and their habitat, i.e., the last lowland forest of Khao Nor Chuchi. They actively sought people's support by asking them to sign on the kite's tail.

Step 3: All supporters gathered at Sanam-Luang, Thailand’s landmark for kite flying to fly our Gurney’s Pitta kite in the sky with the world’s longest kite tail ever to realize the campaign’s objectives and to draw national attention.

Outcome

The story of our Gurney's Pitta Kite and its longest tail has earned more than 370% of free media coverage including all free TV channels, the country’s leading newspapers and countless websites. Donation to the Bird Conservation Society of Thailand has increased by 600% compared to the pre-campaign period. The campaign has generated an active collaboration among government officials resulting in the inclusion of the Gurney's Pitta story in school curriculum as a National Agenda. Several international conservation organizations visited Khao Nor Chuchi and restored the forest the forest 20,000 sq m/year for sustainable solutions.

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