Title | FOLD FIGHT FLOOD |
Brand | THAIFLOOD.COM |
Product / Service | THAIFLOOD.COM |
Category | A04. Stationery |
Entrant | McCANN WORLDGROUP Bangkok, THAILAND |
Entrant Company: | McCANN WORLDGROUP Bangkok, THAILAND |
Design/Advertising Agency: | McCANN WORLDGROUP Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Martin Lee | McCann Worldgroup/McCann | Chief Creative Officer |
Thidarat Nitikijphaiboon | McCann Worldgroup/McCann | Creative Director/Copywriter |
Wuthinan Jandafai | McCann Worldgroup/McCann | Creative Director/Art Director |
Kiattisak Kitabhuwanontha | McCann Worldgroup/McCann | Copywriter |
Apisak Tangkowit | McCann Worldgroup/McCann | Designer |
Kornpapa Voraprapas | McCann Worldgroup/McCann | Account Manager |
Dujdao Lapsombatsiri | McCann Worldgroup/McCann | Producer |
Poramate Minsiri | Thaiflood.com | Advertiser Supervisor |
Challenge Help Thaiflood to gain more volunteers, so that fieldworks to assist flood victims could be done. After the floods, even more volunteers were needed to help renovate homes and shelters.
Background From the end of July 2011 to January 2012, Thailand faced the biggest floods of the last 50 years. Over 12.8 million were displaced and more than 100,000 houses were damaged. Through all this, Thais realized that they cannot wait for the help from the government– they needed to rely on themselves. “Thaiflood” was then established to be the information center and coordination center helping out the flood victims.
Solution A name card was specially designed to promote Thaiflood’s volunteer search campaign. The name card can be folded in half to resemble a roof that appears above flood water, Along with a pop-up sign ‘Help Us’, encouraging volunteers to join in.
Result The simple name cards became a very inexpensive recruiting tool. They were spotted and talked about Facebook and Twitter. The Facebook page gained over 61,269 members. Many volunteers contacted via the site www.thaiflood.com, offering to help fellow Thais. The cost? 4,000 baht per thousand name cards. The results: priceless.