Background

Situation Every festive season in Thailand especially during the New Year season, the road accident death rate dramatically rises. The New Year celebration is not full of happiness at all, if the death is happened in your family members. The causes of accident occur from 5 big problems which are Driving Speed, No Safety Belt, No Helmet, Sleeping Drive and Drink Drive. Most people will lower their self-checked for these things, especially during a New Year as they are focusing on the celebration. • Brief To Create an awareness campaign that decrease the no. of death people occurred in the festive season. • Objectives The objective of this campaign is to decrease the no. of death people occurred in the festive season as much as possible and the audience are mass of Thai people who use the road during the festive period.

Describe the strategy

Data gathering According to the statistic shown in each media platform, Thai people spend their most of time on their social media in all kind of platforms. So, the best way to reach them is to be at there where they are. Besides, Thai people love and enjoying dramatic and emotional approach as you can see from most of Thai popular advertisement around the world. • Target audience (consumer demographic / individuals / organisations) The key target is not only the driver who directly use the road to see the film by themselves, but also their family. Approach For this time, Thai Health Promotion Foundation decided to work on dramatic online film “The Road Home” which serve their need at most. The key target are not only the driver who directly use the road to see the film by themselves, but we let their family member to share

Describe the execution

The twisted dramatic story of a mother who wait for her son drive back home in the New Year festive season. The impact of the story is not just about the way presenting the death but also the consequence of the accident.

List the results

There are many popular publishers review about our great communication message and film. The total results from this campaign are worth values more than billions bath comparing with media spending. The campaign got 8.8m views and 100k Likes, 18k organic share and 1.2k comments from the Facebook official social media channel. For YouTube, we got 6m views with most of positive comments and organic shares. Engagement Moreover, there are more than what we can count because there are a plenty of popular pages duplicate our works to post on their own. The most important thing is our message of reminding 5 causes of accident was confirmed to reach the right audience at the right time. Achievement against business targets The number of accidental deaths decrease highly around 25 percent comparing to last year (463 deaths in 2019 to 374 death in 2020).