Health and Wellness > B: Education & Services
OGILVYACTION THAILAND, Bangkok / CHILD AND ADOLESCENT MENTAL HEALTH RAJANAGARINDRA INSTITUTE / 2014
Overview
Credits
BriefExplanation
BriefWithProjectedOutcomes
Communications for teenagers is highly regulated by the government and being conservative talking about sexual education is often seen as encouraging sexual relationships, therefore the topic is usually avoided. Parents and other institutions behave in the same way.
Pregnant teens are outcast by society as they are blamed for their own fate, but the real issue, the lack of sexual education, is never raised.
CampaignDescription
Thailand has the 2nd highest teen pregnancy rate in the world (1st in Asia), with the youngest mum in Thailand being an 11 year old teenager.
Rajanarindra Institute needed to raise awareness about teen pregnancy but most importantly, make parents and children start a conversation that is extremely taboo – sexual education.
Thai parents choose to ignore the conversation about sexual education, and at school the topic is even more taboo, making teenagers unaware of the risks they take with diseases and pregnancy.
In Thailand, school uniform is compulsory with only specialized stores selling them. So during the back to school period when parents and children go shopping for their school needs together, we decided to surprise them in the uniform stores by creating a special uniform for pregnant teens and displaying it at the window display.
We displayed several mannequins in school uniform stores around Bangkok for one week just before school started.
Each mannequin was placed with window stickers saying “Pregnant or Not, it’s your choice. TALK.” In each store, consultants from the institute approached shocked parents and children and helped them start the important conversation, distributed conversation support materials and directed them online for more detailed information.
ClientBriefOrObjective
The main objective of the campaign was to make the issue top of mind for parents and children at the beginning of teenagers high school life, when they are most likely to make their first love encounters and eventually the first sexual experiences. For them to start the conversation about sexual education and seek for more information.
Execution
Mannequins where placed in uniform stores around Bangkok. Each mannequin was placed with window stickers saying “Pregnant or Not, it’s your choice. TALK.” Moderators would then relay information on location.
By hijacking their shopper journey and by making a pregnant uniform, mundane we made parents and children realize the issue was very costly, pushing them to take the right measures to prevent it.
Outcome
By using a compulsory item for the return to school, we managed to raise awareness amongst the right target. And by making it using a mundane item we also made parents and children realize that issue was their own too.
By targeting Parents and children while together we forced them to have the start of an important conversation supported by our moderators, who would also distribute additional information for them to consult together at home.
Finally, by targeting the high school uniform we put the topic top of mind at the right moment, just when teen love and sexual experiences start.
Strategy
In Thailand, school uniform is compulsory with only specialized stores selling them. So during the back to school period when parents and children go shopping for their school needs together, we decided to surprise them in the uniform stores by creating a special uniform for pregnant teens and displaying it at the window display on a pregnant teen mannequin.
To make them realize the gravity and cost of teen pregnancy we made a pregnant school uniform mundane.
Parents and children were then expected to comment and/or interact with the display, that's when our moderators would approach the families and helped them start the important conversation, distributed conversation support materials and directed them online for more detailed information.
Synopsis
Thailand has the 2nd highest teen pregnancy rate in the world (1st in Asia), with the youngest mum in Thailand being an 11 year old teenager.
The lack of sexual education and the topic raised as a taboo by Parents, Schools and even government are the main barriers to reverse this dramatic trend.
Most often the issue is seen as far away, "It won't happen to me and my family". So the opportunity for us was to to make parents and children take conscience that this is not a remote issue and it could happen to anyone, including in their own high school or to themselves.
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