IODINE PLEASE

TitleIODINE PLEASE
BrandSANSIRI
Product / ServiceIODINE DEFICIENCY AWARENESS
CategoryB03. Corporate Reputation
EntrantINITIATIVE Bangkok, THAILAND
Entrant Company:INITIATIVE Bangkok, THAILAND
PR/Advertising Agency:INITIATIVE Bangkok, THAILAND

Credits

Name Company Position
Paniti Chantayasakorn Sansiri Brand Communication Manager
Samatcha Promsiri Sansiri VP - Marketing
Ananya Pungrasamee Initiative Business Group Head
Chatchawan Kosonudomkul Initiative Managing Director

The Campaign

For longer than 50 years, Iodine Deficiency Disorders (IDD) has remained a public health threat plaguing Thailand. Currently, it has escalated to a nationwide crisis and led to the alarming decrease in IQ levels among our children. Fortunately, that is about to change. Effective from January 1st 2011, The Ministry of Public Health has finally issued a legislation requiring that all salt-containing seasoning products must be sufficiently iodized. Thai children are in danger of suffering from IDD due to we are failing to meet with World Health Organization (WHO) and 'Universal Salt Iodization' (USI) standard. Insufficiency of iodine could cause a suppression of IQ; increase risk of brain damage and physical underdevelopment. Solution to meet the standard, with the aid of law, it is mandatory iodization of all salt for human and animal consumption. It is therefore important that policy makers act swiftly with the combined efforts of multiple sectors to ensure we will be aided by law to meet WHO and USI standard. With proven, we create more awareness and attention paid to the problem associated with IDD.

The Brief

The IDD is caused solely by salt content i.e. the lack of iodine in adequate amount. The crisis can be solved with the cooperation of everyone through early enforcement of iodized salt as an ingredient in all food products. Ultimate aim is the government to issue a legislation requiring all salt-containing seasoning products must be sufficiently iodized, which will bring about the crucial outcome of improving IQ of our future generations that is one the enduringly development of our country in the long run.

Results

In 1953, initial project to eliminate iodine deficiency in Thailand for the first time. After waiting well for 50 years, in 2011, the effective implementation in legislation to put iodine in all salt consumption. Result to all mankind nationwide: The law to add iodine in salt consumption was finally issued by The Ministry of Public Health that will taking effect from 1st January, 2011. Commitment from salt manufacturers, importer or reseller: • All consumption salt must have an iodine content • On the product label must show food serial number in the box marked with FDA approval and clear message for iodine • Penalty: fine or imprisonment Proven engagement to general public: • 1,437 fans of “Iodine Please” Facebook fan page • 218 followers on “iodineplease” twitter • 14 magazines to provide free space • 3 newspaper to publicise news for free

Execution

The project arose from the cooperation between the central government and private organisations. August to December 2010: Officially send the project proposal to political parties, conduct internal management meeting, conduct IDD seminar for internal and external organizations, launch “Iodine Please” website, Facebook fan page and twitter, publicise iodine tag line in all advertisements, information booth and exhibition roadshow at key venues, produce and distribute communication materials, getting media suppliers to involve by providing free media, publicise the project in media free of charge, celebrities to engage by being announcers of the project.

The Situation

Alarmingly, a study by Ramathibodi Hospital showed that the average level of IQ of Thai children went down far below than the average level set by WHO. There is a high possibility that the iodine deficiency may be an important cause because the role of iodine is eminent in the neurological development of the brain. The elimination of iodine deficiency is classified as an urgent matter for Thailand. If the issue is immediately addressed, it will evidently increase IQ of the population, especially on children who are "future generations" of our country.

The Strategy

Increase of awareness: To create public awareness of the IDD issues, pointing to the importance of "access" to iodine throughout Thailand, with an intention to standardize iodized salt, thus eliminating iodine deficiency. The consumption of iodized salt regularly helps developing IQ. An information center: To update facts about iodine published doctrines and changes in the laws concerning the issue. This includes closely monitoring producers of iodized salt in order for consumers to choose and buy with confidence. Iodized campaign: To encourage manufacturers and distributors to promote the iodized salt. Concurrently, persuade the general public to purchase iodized salt. Through this, people can go about living a healthy life without the need to eat more salt to obtain sufficient iodine. Keep an eye out: To assist the government by keeping an eye out for suspicious products and manufacturers who fail to comply with the law on the promotion of iodized salt.