| Title | THE BEAUTY OF GIVING |
| Brand | TRUE CORPORATION |
| Product / Service | LET THEM SEE LOVE CAMPAIGN |
| Category | D01. Event & Field Marketing |
| Entrant | LEO BURNETT & ARC WORLDWIDE THAILAND Bangkok, THAILAND |
| Entrant Company: | LEO BURNETT & ARC WORLDWIDE THAILAND Bangkok, THAILAND |
| DM/Advertising Agency: | LEO BURNETT & ARC WORLDWIDE THAILAND Bangkok, THAILAND |
Credits | |
| Name | Company | Position |
|---|---|---|
| Keeratie Chaimoungkalo | Leo Burnett and Arc Worldwide Thailand | Executive Creative Director |
| Sompat Trisadikun | Leo Burnett and Arc Worldwide Thailand | Executive Creative Director |
| Sirin Wannavalee | Leo Burnett and Arc Worldwide Thailand | Creative Director |
| Wilai Mahamaythankij | Leo Burnett and Arc Worldwide Thailand | Art Director |
| Kittipong Luaseangdung | Leo Burnett and Arc Worldwide Thailand | Art Director |
| Noppawan Ngernphum | Leo Burnett and Arc Worldwide Thailand | Copywriter |
| Nadda Riebroicharoen | Leo Burnett and Arc Worldwide Thailand | Copywriter |
| Kanokwan Chimchun | Leo Burnett and Arc Worldwide Thailand | Photographer |
| Sompetch Nuntasinlapachai | Leo Burnett and Arc Worldwide Thailand | Agency Producer |
| Kanokporn Siriseree | Leo Burnett and Arc Worldwide Thailand | Agency Producer |
| Pitiporn Jutisiriwatana | Leo Burnett and Arc Worldwide Thailand | Account Management Director |
| Purita Usnabhiraks | Leo Burnett and Arc Worldwide Thailand | Account Director |
| Salin Ngaotheppitak | Leo Burnett and Arc Worldwide Thailand | Account Manager |
| Kittisak Thanasiricharoen | Leo Burnett and Arc Worldwide Thailand | Computer Artist |
| Ploengpon Charoenwong | Leo Burnett and Arc Worldwide Thailand | Computer Artist |
| Vorawan Maionmue | Leo Burnett and Arc Worldwide Thailand | Project Manager |
| Soraya Boonsong | Leo Burnett and Arc Worldwide Thailand | Project Manager |
Thai Red Cross and True Corporation wanted to increase the number of organ donation in Thailand since it has been significantly low for the past 10 years.
The low number of organ donation in Thailand stems from an old cultural belief that being buried or cremated not “whole” would mean the dead person would be reborn handicapped in the next life/ Through this campaign, we have created better awareness as well as changed to perception so that people could have positive attitude towards organ donation where it has become more pleasurable, tangible and beautiful. People would feel more comfortable about donating their organs.
We launched “The Beauty of Giving Art Gallery” by inviting celebrity artists from different fields to create art pieces inspired by human organs. Then, we held a donation event that was very much like an art exhibition. Then we used all the artworks in various forms of advertisement and brought the art gallery online with a feature that allows visitors to create their own virtual artworks and share them. Next, we exhibited the art gallery in other parts of Thailand.
Within 3 months, 9,624 people have donated, which is 34.5% increase from last year’s number of donation. The number is still increasing as we are exhibiting the art gallery in other parts of Thailand. More and more patients have had new organ transplants, more and more lives have been saved and that’s the true beauty of giving.