Results and Effectiveness

The combination of outdoors and social network worked out very well during this post-hardship time in Bangkok. Pictures of the Giant Bacteria sculptures spread virally. 97 community cleaning activities were organized on CleanUpBangkok's Facebook page. Thousands of volunteers showed up to participate. Over 5000 bars of Safeguard soap were handed out to the volunteers who helped dispose of the trash.

Creative Execution

To raise quick awareness to Bangkokians that would lead to immediate action, we created series of happenings in an outdoor form. Using actual garbage sites as our medium, the made-from-garbage Giant bacteria sculptures were made within one day to surprise Bangkok's residents and to make them realize how quickly the problem could spread out if they did not do something about it. The information given on the sculptures leaded audiences to the 'CleanUpBangkok' Facebook page which became the city's central forum for volunteers to find out how they could clean up their communities.

Insights, Strategy and the Idea

After 2011 Bangkok floods, the city was facing a potential health crisis from 3 million tons of garbage left around it. Bangkok was in danger of becoming a breeding ground for bacteria because the government could not dispose the garbage in time. Most Bangkok's residents seemed to ignore the problem and thought that this was not their business. Safeguard, as the people's guardian against bacteria, wanted to get Bangkokians to take action and help cleaning up the city before health disaster spread out. The idea needed to stress out that this is happening to them right in their own neighborhoods.