Title | HAIR FOR HOPE |
Brand | CHULABHORN HOSPITAL |
Product / Service | DONATION APPEAL |
Category | A06. Best Use or Integration of Experiential Events |
Entrant | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Entrant Company: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Contributing Company: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
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 | |
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 |
Jirateep Sangsuwan | The Leo Burnett Group Thailand | Producer |
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 patients are waiting for help at Chulabhron Hospital, Thailand.
With a clear aim to raise money to help cancer patients pay for their medical treatments at Chulabhron Hospital, and also to raise hope for them to live. 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 artists used their hair to create original sculptures. These unique pieces of art became the basis of a 'Hair for Hope' exhibition at a prominent art gallery in Bangkok. We spread 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.
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.
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 medical treatment. 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.