Thai Health Foundation - MAGICAL MEDICINE
(Created during my time at Monday People, Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE : "FAMILY SUPPORTS TURN DRINKERS BACK TO MEN"
Heavy drinking is one of the major social problems in Thailand. The latest study has shown that most of the heavy drinkers had actually tried to quit, but they often lost their will when they felt that their efforts were unappreciated by their families. To combat the issue, we addressed the families instead of just the drinkers..
As a part of the overall campaign, we have rewritten Thailand's most famous sports' anthem into a stop-drinking anthem. Villagers from targeted areas were recruited to sing the anthem for the music video.
The original song 'Sports Anthem' describes the merit of sports. Its hook "Sports is a magical medicine turning men into men" is one of the most well-known phrases in Thai languages. Because of that, our version changes the topic of sports to the merit of families' supports. The hook is now "Son, daughter, wife, mother are magical medicines turning drinkers back to men". The rest of the lyrics encourages the families to show daily supports helping the drinkers through the tough dry period.
The music video has achieved a minor viral status in Thailand. The song itself is now often featured in village activities across the countries.
Received Bronze Award in Internet Film Category, Adman 2014, Thailand.