Brief Explanation

Listening to hope project was designed by Chulabhorn Hospital in conjunction with Healthy Life Radio 104.5 FM, transmitting a specific 432 Hz in a special live music program broadcasted nationwide in Thailand. A type of music which has potential to promote inner deep relaxation in human body. This act from Chulabhorn hospital portraits an ideal hope for all cancer patient as a mean to help rebuilding their inner strength to seek through all stage of anxiety to fight against this deadly decease.

The Brief

Thailand ranks no.1 for having most number of cancer patients in Asia. Cancer patients usually give up their hope to live once they found out about their cancer. Chulabhorn Hospital, a leading cancer center in Thailand wanted to change this perception.

Describe the success of the promotion with both client and consumer including some quantifiable results

Listening to Hope has become the most popular radio program in Thailand for cancer patients and their families. The program reached approximately 1.3 millions audiences nationwide each time the program was broadcasted. The HealthyLife radio Facebook page, DJ Thewi Topselection fan page, live calls and SMS were bombarded with songs request and positive comments from patients who listened to. These channels engagement percentage went up 16 times higher than normal live broadcast hour. The program also earned a free news coverage on a top evening news channel at primetime twice, special interviews in three TV programs, free publications, hundred of tweets, and, thousands of Facebook comments.

Explain why the method of promotion was most relevant to the product or service

Together with Healthy Life Radio 104.5 FM, Chulabhorn Hospital broadcasted “Listening to Hope” a national live music program transmitting 432 Hz music as a means of providing calmness to patients to help them seek through their anxiety. Patients could easily tune in using any of their radio devices to listen to this program everyday.