Background

TMB PARKRUN, is one of the biggest fundraising events in Thailand with over 10,000 runners participating each year. The purpose of the event is to help The Cardiac Children Foundation of Thailand raise funds for children born with heart defects. However, the fundraising message has remained limited to only runners at the event in the past, while the number of children needing heart surgery has increased year on year. How can we help to increase more donations by spreading the message beyond the event itself?

Describe the creative idea (40% of vote)

We found a very insightful thought that most runners like to take photos and share them on social media, some even love to collect bibs as collective items. However, those bibs with numbers have no other meaning, other than their registration number of each event they had participated. The challenge was how we could use this behavior to benefit our fund raising activity.

Describe the execution (40% of vote)

TMB decided to re-design the runner bib by getting rid of these numbers and replaced them with a donation account number and asking for donations for children who urgently needed heart surgery. All runners at the TMB PARKRUN 2019 were wearing the same "TMB donation bib" to spread the message for help.

List the results (20% of vote)

The message for help by all runners that were wearing the same bib rapidly spread out, including Thailand’s top celebrities who also joined in. Every runner's photo including PR pictures was shared on social media with the donation number on each and every bib. The message for help for donations was also covered in many news headlines. TMB donation bib wasn’t just about innovating a runner’s bib design, but it was about finding a way to get runners to spread the message for help in saving children's lives. The campaign raised over 9.5 million baht and helped secure 273 children in getting their needed heart surgery, 68% raised from the previous year.