Creative Execution

We designed a candid-camera emotionally-charged moment meant to disrupt a family toy-shopping by juxtaposing a giant toy box with father inside as a motionless figure while unsuspecting children walked in to select any toy– only to find their father, disguised as a toy, boxed up in the “Best Toy in the World” With the real-time footage captured, we re-edited the content and created a viral clip on social media. To generate awareness, we integrated multi-screen and programmatic buying for precise parent targeting. They will be directed to www.beststartthailand.com and Best Start Facebook to support the program by signing a pledge.

More than 500,000 views and more than 5,000 shares of Best Toy viral clip within 1 month after launch Achieved 5,453 pledges (+9% higher than target). Estimated >100% ROI as viral clip received earned media from influential news anchors promoting and sharing the campaign as well as countless reviews from >10 websites and major parent portals , with free TV interviews Most importantly, the Thai government has recently approved of the program and has an action plan in place to subsidize and invest in early child development in Thailand.

UNICEF urgently needed to raise public awareness, increase understanding on the importance of investing in early child development and gain government support to give the future children of Thailand the best start. Thai families place high value on maintaining family connections but as parents spend more time working to better their lives and career, parents and children end up having less time together. Things and toys have become a substitute. In particular, only 36% of Thai fathers spend time with their children. They tend to be less involved in direct childcare than mothers and also largely influenced by paternalistic attitudes and do not participate adequately in parenting and family activities. People needed the human inspiration to realize how fathers play an important role in a child's development. Engaging them with a “stab-in-the heart” connection surrounding the theme of “The Best Toy” became central to the Best Start Campaign.