Why is this work relevant for PR?

With a limited budget, we need to launch the campaign most effectively. We strategically launched the campaign on 1st April (April Fool’s Day) to make the public talk about the issue. Media’s response to our campaign began with just one post on Foundation for Women's Facebook and Twitter. Soon after, the message spread to people and earned media worth 25 million Baht. Our message goes across the social media from just only one post on one day.

Background

Statistics show that Thai women are still victims of physical and mental assaults both on and off the news. One main reason for this is that they can not get out of this cycle of violence whether it be because of love or worry over their children, or simply the desire to keep the family together. All this makes them fall for lies of their husbands or partners and keeps them trapped in this vicious cycle.

Describe the creative idea (20% of vote)

To set women free from those lies we need the public to talk about the issue to help women realise their true self-value. With zero budget for media spending, we decided to launch the campaign at the right moment ‘The April Fool’s Day’, the day everyone jokes around about lying, with the message that triggers women who are still trapped in the cycle of lies and violence to call 1300 for help.

Describe the strategy (30% of vote)

According to statistics, Thai women are still victims of physical and mental assaults. With zero budget in media spending, we need to reach as many women as possible to trigger them to realise their true self-value and break free from cycle of lies and violence by call 1300.

Describe the execution (20% of vote)

On April 1st 2019, we posted the familiar lies with the hotline 1300, a number that would offer them help and support, through our media channels such as Facebook and Twitter. We used free space to showcase our posters under a concept of “Wall of Lies” to create an impact in different places. We also got free media to air the radio spot. All this happened in one day, April 1st 2019.

List the results (30% of vote) – must include at least two of the following tiers:

It is unbelievable that our small campaign would gain such an impressive reception. Within just a day, over 20,000 people including celebrities and key opinion leaders helped share the post on Facebook, retweet and post a picture on Instagram. A few days later, four television programs featured this campaign in their shows. The happiest news is the fact that over 100 Out of Home media owners let us air our campaign on their screens free of charge for the whole month of April. We succeeded in earned media of 25 Million Baht.