| Title | X-RAY FILM PROJECT |
| Brand | THE DEPARTMENT OF DISEASE CONTROL, MINISTRY OF PUBLIC HEALTH |
| Product / Service | YOUTH AND PHA FRIENDLY SERVICE |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
| Entrant Company: | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
| Advertising Agency: | 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 |
| Paruj Daorai | The Leo Burnett Group Thailand | Deputy Executive Creative Director |
| Paroon Suthaveepramochanon | The Leo Burnett Group Thailand | Art Director |
| Paruj Daorai | The Leo Burnett Group Thailand | Art Director |
| Panupak Siripakdee | The Leo Burnett Group Thailand | Art Director |
| Sompat Trisadikun | The Leo Burnett Group Thailand | Art Director |
| Nateepat Jaturonrasmi | The Leo Burnett Group Thailand | Art Director |
| Santi Tubtimtong | The Leo Burnett Group Thailand | Copywriter |
| Thiti Boonkerd | The Leo Burnett Group Thailand | Copywriter |
| Fuad Ahmed | The Leo Burnett Group Thailand | Copywriter |
| Nutsiya Asvahem | The Leo Burnett Group Thailand | Digital Specialist Group Account Director |
| Poomrath Rungkasiri | The Leo Burnett Group Thailand | Digital Planning Director |
| Jatattaya Kittibunthorn | The Leo Burnett Group Thailand | Digital Planning Specialist |
| Somboon Chutivirojsakul | The Leo Burnett Group Thailand | Digital Creative |
| Titichai Nilkumvong | The Leo Burnett Group Thailand | Digital Planner |
| Natthaporn Maionmue | The Leo Burnett Group Thailand | Content Manager |
| Samira Thancharoenkit | The Leo Burnett Group Thailand | Account Service |
| Oranan Corsiri | The Leo Burnett Group Thailand | Account Service |
Our three characters on Facebook became the center of an active social network of 24,000 teenagers. Over 13,000 teens auditioned for the X-Ray Film Project (providing valuable data to YPFS), and 24 were chosen to star in the movies. When the movies were released, 30,000 teens attended special screenings at YPFS service centers, and over 1,900,000 watched the films online. The popularity of the movies led Thai cable channels to screen them on TV, and they are now being used in Thai schools as sexual education teaching tools. The number of visitors to YPFS service centers increased 200%.
We created three Facebook characters publicly dealing with sexual issues that teens often struggle with. They quickly gained thousands of friends, and their pages became forums for teens offering advice and opinions. We then revealed to their 24000 Facebook friends that these status updates would be used as movie scripts, and we invited teens to audition for a starring role in three original movies about our characters. 13,000 teens came to our service centers and auditioned for parts in the movies, and during the auditions, they opened up to YPFS and shared honest stories about their sexual experiences and concerns.
Youth Friendly Services offer free consultations to young people in Thailand who want to talk about sexual issues in a confidential setting. But why would teenagers open up to a government organization about their most private thoughts? Sex is a difficult subject to talk about, so we needed to introduce ourselves to Thai teens, earn their trust, and encourage them to visit our centers to consult with us. We launched our campaign on Facebook, and then used our facebook presence to invite teens to audition for a series of original movies about awkward teen sexual situations at our centers.