The Campaign

The official prohibition signs from the government just never worked. People still violated the rules from time to time. All this misbehavior is really bad for the nation. The challenge was how to make a big change that works for real.

Creative Execution

We have discovered the fact that Thai people believe in sacred things. They believe that if they do something bad to a sacred object, a curse will fall on them and something bad will happen. From that insight we created “The curse signs” to replace the government prohibition signs. The signs looked similar to sacred signs that have curses written on them.

After launching the campaign, all those places changed. The streets became safer, the cheating decreased, the river turned clear. Nobody dared to violate the rules because they don’t want to challenge the curse signs.

We have discovered the fact that Thai people believe in sacred things. They believe that if they do something bad to a sacred object, a curse will fall on them and something bad will happen. From that insight we created “The curse signs” to replace the government prohibition signs.

Insights, Strategy and the Idea

The official prohibition signs from the government just never worked. People still violated the rules from time to time. All this misbehavior is really bad for the nation. The challenge was how to make a big change that works for real.