The Campaign

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. 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 being responsible for what they say. People never think 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

The campaign was activated via a placement on YouTube with a media budget. Secondly, third party page partners were employed to ignite conversation about #bettersocial. At the end of the campaign, PR news and advertorials were utilized to wrap up the campaign and create a second burst of conversations online. Everything happened within a span of one week. To help the launch, we employed a influential KOL, Dramaaddict, to share the video along with a variety of other KOLs to ensure the video spreads to all target segments. The video went viral within two days, the buzz remained for a week and we further stimulated the campaign by gradually releasing PR news articles with multiple publishers.

This campaign sparked a large-scale social discussion and movement for an issue that has been neglected for a long time. It created such a resonance and impact that 6 mainstream TV channels reported and discussed about this video and finally brought this social issue to light. News programs extensively covered this topic with special legal, psychology as well as social segments. 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.

AP (Thailand) Public Company Limited, a leading property development company in Thailand, tasked with the brand vision to create a better space for everyone, saw a real problem in Thailand’s social landscape. Social media bullying, or cyber bullying’s prevalence has become harmful Thai society, and AP wanted ignite a movement that could improve Thailand’s online space for the better. The idea is 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.