Prudential wanted to spark more conversations and fuel the women empowerment movement in Thai society. We asked celebrities and influencers to join the campaign and sharing their own inspiring stories about women, generating millions of views, likes and shares. More importantly, it encouraged Thai women to rethink about taking care of their health and wealth by themselves – on their own terms.

In the past decade, misogynistic songs have become increasingly popular in Thailand. These hit songs with lyrics and visuals that put women down are influencing societal beliefs, sending the wrong messages about women.

Prudential, the insurance company, knew that protecting women through their services wasn’t enough. We needed to go beyond. We needed to empower all Thai women.

Prudential helped women in Thailand #RewriteHerLife by erasing the negativity directed towards women in these popular songs. Collaborating with music labels and original artists, we bought the rights to these famous misogynistic songs and transformed them into powerful and positive messages for women.

With the help of all Thai women, the lyrics were completely and legally rewritten, giving them the chance to erase the negative implications of such lyrics that have been ingrained in Thai culture for so long.

Prudential, the insurance company that has protected Thai women since 1996, wanted to make an effort to erase the negativity associated with being a woman in these misogynistic songs and to inspire all women to take control and rewrite their own lives.

#RewriteHerLife sparked conversations around the women empowerment movement in Thailand. Celebrities, including the original song artists, spoke up about the need for change and suggested rewritten lyrics.

In #RewriteHerLife campaign, Prudential collaborated with various music labels and artists to ‘rewrite’ the lyrics of their famous songs to make it more positive for women and invite all Thai women to help rewrite it together. To kick off the campaign, three well known Thai songs are rewritten and presented in fresh music videos that rewrite the story:

“Khon Mee Saneh'' reverses the negative beliefs on women's body image.

“Pak Gon” erases the negativity towards a woman’s choice of lifestyle.

“Wip Wup” overturns the assumptions that women are not financially independent.

By encouraging all women to #RewriteHerLife, the brand successfully inspired all generations of Thai women to take care of their own health and wealth and empowered them to see that their lives should only be written by their words, and nobody else’s.

175+M total Impressions

16.32% engagement rate (industry benchmark = 0.88%)

100% positive sentiments

+138% website visits

x15 increasing on policy sale

Music has the power to change the world, for better or worse. In Thailand, there are hundreds of songs that have misogynistic lyrics in it - some due to the genre and some from just ignorance or misinterpretation. While some are creatively brilliant, many recent songs that have garnered millions of streams and views, unknowingly perpetuate negative stereotypes, having a massive impact on the society.