The Campaign

To ignite an awakening of this seemingly trivial but very harmful phenomenon, social bullying, we picked a true story that was the most famous social bullying case in Thailand. Because of anonymity, people in Thailand freely criticize and bully others without thinking about the consequences and how might affect the lives of those being picked on. This campaign aims to bring back a victim to unveil the raw, deathly truth of social bullying.

Creative Execution

We picked a true story of a most famous social bully story in Thailand that took us one year to find. Two years ago, a man was accused of being "a perv" (pervert) that hid a camera in his shoe (to take obscene photos of women). We brought him back to tell the unknown truth ignite a realization of the consequences of sharing things online without thinking about the effects of their actions, and to avoid cases like this in the future.

This video hit 3 million views within 24 hours. It spread like wild fire and became talk of the town. It hit a thread on a topic that is simmering and busted when we triggered by bringing it to light. 6 TV channels reported and discussed about this video and brought this social issue to light, covering this topic extensively with special segments in legal consequences, psychological effects on the youth. The PR value skyrocketed up to 132 million Baht from media. It was claimed to be the most shared CSR campaign in Thailand. Consequently, this campaign created a big ripple effect, causing change in the society. - 150K Total shares on social media - 6 TV Sta tions broadcast interview invitation in a day - 6Million views in a first week - THB 132 Million media earned value

A real story is the most powerful of any other kinds of stories to convince and awaken. To bring to light something that is taboo, a dark side of Thai society we need to find a way to bust the ignorance of irresponsible online behavior and get people to realize the consequence of sharing.