Title | SEX SONG COMPETITION |
Brand | THE DEPARTMENT OF DISEASE CONTROL, MINISTRY OF PUBLIC HEALTH |
Product / Service | YOUTH AND PHA FRIEND SERVICE |
Category | B04. Public Service, Charity & Fund Raising |
Entrant | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Entrant Company: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
DM/Advertising Agency: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Keeratie Chaimoungkalo | The Leo Burnett Group Thailand | Executive Creative Director |
Sompat Trisadikun | The Leo Burnett Group Thailand | Executive Creative Director |
Paruj Daorai | The Leo Burnett Group Thailand | Creative Director |
Nateepat Jaturonrasmi | The Leo Burnett Group Thailand | Art Director |
Paroon Suthaveepramochanon | The Leo Burnett Group Thailand | Art Director |
Sompat Trisadikun | The Leo Burnett Group Thailand | Art Director |
Santi Tubtimtong | The Leo Burnett Group Thailand | Copywriter |
Chatchai Butsabakorn | The Leo Burnett Group Thailand | Copywriter |
Paruj Daorai | The Leo Burnett Group Thailand | Copywriter |
Rungrudee Chinpratan | The Leo Burnett Group Thailand | Agency Producer |
Samira Thancharoenkit | The Leo Burnett Group Thailand | Account Management Director |
Jui Jui | Music | |
Teen | Lyrics |
The objective is to gather teens' information in order to get an up-to-date perspective on how to effectively address teenagers' issues. Cultural-wise, however, sexual matter is prohibited to be discussed in public by norms as it's perceived as sexually provocative. Therefore, conducting a proper research might not give us 100% genuine answers. Instead, we came up with 'Sex Song Competition', an engaging activity to encourage teens to talk about their sexual worries through a song.
Music has always been an essential part of teens. It's one of the easiest ways to express their inner views, feelings or thoughts. Music can blend in their lives easily. As a brand built for the young, this execution can definitely be friends and bring the brand closer to the target. This also tones down the governmental image the brand used to be perceived, which likely pushed the target in the distance.
In 'Sex Song Competition', the lyric-less song was promoted in music TV stations, radio stations, teen lifestyle and on-line game websites. Posters were posted up in schools and universities. Then, a campus concert was organized in top 10 universities to give a stage to the finalists who wanted to shout out their sexual problems. As a result, more than 10,000 teens joined the concerts with the joy to see their friends unfold their sexual concerns. Publicly awkward matters now can be talked about artistically. YPFS could collect the database, insights from all concert goers and organize sex edutainment activities afterwards.
Apart from more than 10,000 teens joining the events, the number of teens using YPFS service is rising up dramatically. The first six years before this campaign was launched, the cumulative number is only 39,016. However, within one year, the number has built up to 209,730 or approximately 400% increase in volume. Around 1,070,675 teens have been given proper sex information by YPFS's out-of-site activities. The brand awareness has increased from none to 29%. Only 5,000 USD was invested for this achievement.