THE VIRTUAL FENCE PROJECT

TitleTHE VIRTUAL FENCE PROJECT
BrandSEUB NAKHASATHIEN FOUNDATION
Product / ServiceSEUB NAKHASATHIEN FOUNDATION
CategoryB05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness
EntrantCJ WORX Bangkok, THAILAND
Entrant Company CJ WORX Bangkok, THAILAND
Advertising Agency CJ WORX Bangkok, THAILAND
Media Agency SPORE Bangkok, THAILAND

Credits

Name Company Position
Saharath Sawadatikom CJ WORX CO./LTD. Chief Creative Officer
Chawana Praesrisakul CJ WORX CO./LTD. General Manager
Jinn Powprapai CJ WORX CO./LTD. Managing Director
Saharath Sawadatikom CJ WORX CO./LTD. Art Director
Chotika Ophaswongse CJ WORX CO./LTD. Art Director
Thanasorn Janekankit CJ WORX CO./LTD. Copywriter
Palap Sa/Ngaim CJ WORX CO./LTD. Copywriter
Thanawat Klinadung CJ WORX CO./LTD. Account Director
Jitvisut Juthavijitra CJ WORX CO./LTD. Account Manager
Supalak Threemek CJ WORX CO./LTD. Digital Designer
Nutcha Mauthorn CJ WORX CO./LTD. Project Manager
Varamol Chanakitkarnchai CJ WORX CO./LTD. Web Designer
Thanawat Soisakhoo CJ WORX CO./LTD. Web Programmer
Wichit Auttaponpijit CJ WORX CO./LTD. Flash Programmer
Nichapat Ratanapraphat CJ WORX CO./LTD. Digital Strategic Planning Manager

Results and Effectiveness

30,000 square kilometres of forest area has been fenced off and the number keeps increasing daily because new volunteers are checking-in at all forest area around Thailand. So far, 350,534 Tourists turned themselves into volunteers and helped spread our message to their friends by checking-in and sharing our locations. Gaining around 7,000,000 impressions, this campaign has earned about US$550,000 of free media. With the power of social media, a million dollars worth of national resources are being watched over by more than 1,000,000 pairs of eyes per year.

Creative Execution

The world's first location-based media on dropped pins. To protect the forest, the troop enters the protected area to drop pins and names the pin "This area is a part of the protected forest. Check-in and share this location if you see any trespass." Then all dropped pins become virtual media. When people come to the area and check-in, they will see the message which they can share to help spread the message.

Insights, Strategy and the Idea

Background: Seub-Nakhasathien Foundation is Thailand’s most famous foundation created to promote nature conservation and wildlife preservation. The foundation had found out that in the past 30 years, Thailand had lost more than a quarter of forest area. Protected forests were trespassed and turned into resorts, farms, and golf courses because the boundaries between “legal” and “illegal” were never clearly defined. Since most Thai people have no knowledge about this problem, Seub-Nakhasathien Foundation wants to find an easy way to enhance awareness and develop mechanisms to encourage active participation in the forest conservation. Insight: Thai tourists always check-in and share their locations on social network from their smartphones. Idea: THE VIRTUAL FENCE PROJECT, for the first time ever, we can virtually pin point borderlines and reclaim forest territories, using Foursquare, Facebook Check-In, and Google+ Check-In, which are widely used among smartphone users, to promote forest conservation.