HAIR FOR HOPE

TitleHAIR FOR HOPE
ClientCHULABHORN HOSPITAL
Product / ServiceCANCER PATIENTS DEPARTMENT
CategoryA09. Environmental Design
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company:THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Design/Advertising Agency:THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Brief Explanation

We set a clear aim to raise money to help cancer patients to pay for their medical treatments at Chulabhron Hospital, and also to raise hope for them to live.

The Brief

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, Thailand.

How the final design was conceived

We created an act that turned the lost hair, a symptom of sickness, into a symbol of hope. By gathering 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 then a message of hope to millions of people through print, outdoor, website and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition.

Indication of how successful the outcome was in the market

Over 65 millions of Thai people have heard this message of hope, 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 was 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 forward to other cities in the world in 2013 with Dubai, Incheon and Kuala Lamper to start with.

Credits

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 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