LISTENING TO HOPE

TitleLISTENING TO HOPE
BrandCHULABHRON HOSPITAL
Product / ServiceCHULABHRON HOSPITAL
CategoryC05. Financial Services, Commercial Public Services, Business Products & Services
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Advertising Agency THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Production Company BROAD SCOPE Bangkok, THAILAND

Credits

Name Company Position
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Sanpathit Tavijaroen The Leo Burnett Group Thailand Executive Creative Director
Sanpathit Tavijaroen The Leo Burnett Group Thailand Creative Director
Sanpathit Tavijaroen The Leo Burnett Group Thailand Art Director
Park Wannasiri The Leo Burnett Group Thailand Art Director
Pranod Thiangchaem The Leo Burnett Group Thailand Agency Producer
Menaka Chakritthakul The Leo Burnett Group Thailand Art Director
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Sanpathit Tavijaroen The Leo Burnett Group Thailand Copywriter
Fuad Ahmad The Leo Burnett Group Thailand Copywriter
Cholchanyarach Sansuk The Leo Burnett Group Thailand Copywriter
Varanya Suwankulwilai The Leo Burnett Group Thailand Account Director
Peevara Choonhawongse The Leo Burnett Group Thailand Account Executive
Pranod Thiangchaem The Leo Burnett Group Thailand Agency Producer
Thanakorn Leeramass The Leo Burnett Group Thailand Editor
Pranod Thiangchaem The Leo Burnett Group Thailand Photographer

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.