Cannes Lions

SELF-SUFFICIENT ECONOMY

JEH UNITED BANGKOK, Bangkok / THAI HEALTH PROMOTION FOUNDATION / 2008

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Overview

Entries

Credits

Overview

Execution

We are re-inventing local wisdom that we all own but have long overlooked, “Self-sufficient economic” philosophy that created and led by our king to bring back Thai wisdom to the kingdom. We carefully start from the core skeleton of Thai society, which is raising kids from mum’s breast, a happy work place, a sharing community, good agriculture, Thai herbs (alternative medicine), non-toxic vegetables, exercise can be any where and greed isn’t good. Through these areas we delivered the message through a variety of media channels which are “on ground”, “on line” and “on air” to encourage individuals to activate “Self-sufficient economic” stories to the ordinary Thai life.

Outcome

Almost 100% of Thai people now understand the idea of this basis and have started to apply it to their life. “8 happiness real life cases” VCD has been requested from approximately 18.9 million households. Every province has started to share the knowledge of local wisdom. An encyclopaedia of Thai heritage is being produced. Our ranking in the happiness index is climbing up rapidly according to research reports. Most importantly, we are able to bring the smile back to the kingdom as aimed.

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2023, THAI HEALTH PROMOTION FOUNDATION

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