Title | HAIR FOR HOPE |
Brand | CHULABHORN HOSPITAL |
Product / Service | CANCER PATIENTS DEPARTMENT |
Category | B04. Non-Corporate |
Entrant | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Entrant Company: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
PR/Advertising Agency: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Sompat Trisadikun | The Leo Burnett Group Thailand | Chief Creative Officer |
Keeratie Chaimoungkalo | The Leo Burnett Group Thailand | Executive Creative Director |
Sanpathit Tavijaroen | The Leo Burnett Group Thailand | Deputy Executive Creative Director |
Sanpathit Tavijaroen | The Leo Burnett Group Thailand | Art Director |
Puripong Limwanatipong | The Leo Burnett Group Thailand | Art Director |
Sompat Trisadikun | The Leo Burnett Group Thailand | Art Director |
Puttipong Pattanapongsagorn | The Leo Burnett Group Thailand | Copywriter |
Fuad Ahmad | The Leo Burnett Group Thailand | Copywriter |
Navaratana Donkort | Photographer | |
Atikom Futemwong | Photographer | |
Imhathai Suwatthanasilp | Illustrator | |
Jirateep Sangsuwan | The Leo Burnett Group Thailand | Agency Producer |
Aviruth Kosalprapai | The Leo Burnett Group Thailand | Typographer |
Ploengpon Charoenwong | The Leo Burnett Group Thailand | Graphic Designer |
Suthasi Sukpornsinchai | The Leo Burnett Group Thailand | Account Service |
Pimlada Jirawutpoonsiri | The Leo Burnett Group Thailand | Account Service |
Varanya Suwankulwilai | The Leo Burnett Group Thailand | Account Service |
BoB Eye View Co. | Production House |
Challenge: Cancer treatments are hugely expensive. Less than two out of ten patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital (The National Cancer Institute of Thailand). Strategy: We decided to PR this issue to the public. With a clear aim to raise money for patients to pay for their cancer treatments, and we also wanted to raise hope for a chance to live on. We eventually created an act that turned the lost hair, a symptom of sickness, into a symbol of hope. Execution: We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of a “Hair for Hope” exhibited at a prominent art gallery in Bangkok, and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition. Outcome: Over 65 millions of Thai people aware about the campaign, that’s about 97% of the whole population. We earned over one billion baht worth of free media through news, publications, articles, blogs, tweets, celebrities and politicians, they all talked about how to help these people. All sculptures were sold which were enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medicals. The idea of Hair For Hope has now been agreed to take further than Bangkok to other cities in the world in 2013, Dubai, Incheon and Kuala Lamper to start with.
We decided to PR this issue to the public. With a clear aim to help raise money for patients to pay for their cancer treatments, and we strongly wanted to raise hope for the patients to live.
Over 65 millions of Thai people aware about the campaign, that’s about 97% of the whole population. We earned over one billion baht worth of free media through news, publications, articles, blogs, tweets, celebrities and politicians, they all talked about how to help these people. All sculptures were sold which were enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medicals. The idea of Hair For Hope has now been agreed to take further than Bangkok to other cities in the world in 2013; Dubai, Incheon and Kuala Lamper to start with.
We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of a “Hair for Hope” exhibited at a prominent art gallery in Bangkok. We spread a message of hope to millions of people through print, outdoor, web, mobile, and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition.
A cancer diagnosis is usually overwhelming. Beyond the despair that comes from knowing that you are sick, there’s also a deep anxiety that comes from knowing that you might not be able to afford medical help. Cancer treatments are hugely expensive. Less than two out of ten patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital (The National Cancer Institute of Thailand).
We created an act that turned the lost hair, a symptom of sickness, into a symbol of hope.