Inspiring women are all around us - CEOs, homemakers, bankers, content creators, and more… Still, there are many challenges and glass ceilings that are faced by women around the world, including Thailand. Today, women play key roles in driving economic wealth and overall progress in Thailand, despite all the challenges faced. These issues are often rooted in outdated beliefs and have become part of our cultural fabric, including music. Leading insurance brand, Prudential’s new campaign #RewriteHerLife makes an impactful move to bring about this much needed change.

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.

Prudential help 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.

The campaign aims to spark more conversations and fuel the women empowerment movement in Thai society. More importantly, it aims to encourage Thai women to rethink about taking care of their health and wealth by themselves – on their own terms.

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 Kon” 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