Cannes Lions

THAI HEALTH PROMOTION FOUNDATION

OGILVY & MATHER, Bangkok / THAI HEALTH PROMOTION FOUNDATION / 2014

Awards:

1 Bronze Cannes Lions
Case Film
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Film
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Overview

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Credits

Overview

Description

In a society with an obesity crisis, the Thai Health Promotion Foundation (THPF) had to battle against low awareness, ill-discipline, and a love of food to save its citizens from themselves. Armed with a tiny budget and sharp local insights, this non-profit organization created one of the most virally-spread public health campaigns in the nation’s history. By not asking for impossible discipline or change, but instead providing Thais with an easy, effortless, and entertaining way to live healthy, THPF convinced Thais to measure their bellies honestly and start moving aerobically.

The motherly giant – familiar to Thais as representing a caring mother –cares for her giant son by educating him about obesity through measuring his waistline, eating healthy and swinging his arms for 30 minutes a day. The film begins with a fat human walking in the forest. He is about to be eating by the giant son who is hungry for human. However, his giant mom stops him from eating the human because he is too unhealthy. The Giant mom starts to educate her Giant son about staying healthy by demonstrating the weight-loss process by reducing the human’s fat.

Execution

Type of Media First Implementation Media Placement

Activation and Leaflet May 5th, 2012 10 smoking ares in Bangkok and Key Provinces

VDO Clip March 28th, 2012 Online, Social Media

Press Release June 15th, 2012 Al Jazeera, Reuters, Financial Times,

New York Daily News, Adweek, Arab News,

Chicago Tribune, Deccan Chronicle from India,

and Philstar from the Philippines.

Outcome

The number of completed calls went from an average of 7,057 per month from January to May, to 11,461 in June, an increase of 62%. This marked a new high and outperformed all of THPF's previous anti-smoking campaigns over the past 20 years.

The video became a viral sensation and helped to spark a worldwide conversation. Some journalists, industry analysts and netizens were calling it the "most effective anti-smoking ad ever." The video was viewed more than a million times within the first three days and more than 5 million times within 10 days.

Scores of local and international media outlets reported on the video. This included Al Jazeera, Reuters, Financial Times, New York Daily News, Adweek, Arab News, Chicago Tribune, Deccan Chronicle from India, and Philstar from the Philippines. The clip was shared in 30 countries, and was mentioned in more than 20,000 posts on social media and blogs.

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2023, THAI HEALTH PROMOTION FOUNDATION

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