Why is this work relevant for PR?

Shelter signboard, a simple solution that saves thai farmers’ life. With reflective paint, means that less heat by 3°c-4°c will be transmitted into the farmers. Handed to farmers all over the country in the order of the temperature from highest to lowest. And not only for protecting but sending them message to cheer them up. Over 20,000 Signboards were given within 1 month. With 0 media support, the Shelter signboard becomes most wanted premiums in farmer’s community. And became viral online with 10M+ Baht free PR value. Our Shelter signboards also inspired farmers to create their own version.

Background

Thailand is the world's largest rice exporters, with more than million rice farmers working nationwide, it is known for having only 3 seasons - summer, hot summer and damned hot summer. Thai farmers have no choice but being exposed to extreme temperatures up to 45°c for 80 hours per week, with death toll from the heatstroke in fields runs into 38 cases every year. Mongkut fertilizer wants to help farmer with this life and death issue. And to show Thai Famers that we are true partner with them when it comes to farming.

Describe the creative idea (20% of vote)

Shelter signboard, a simple solution that saves thai farmers’ life. Farmer simply just wear our Shelter signboard that is very light on their back. With reflective paint, means that less heat by 3°c-4°c will be transmitted into farmers. So, they can work under the sun without risking their life.

Describe the PR strategy (30% of vote)

In Thailand, Fertilizer brands usually give promotional items after purchasing fertilizer, like t-shirt or water bottle. Mongkut Fertilizer decided to give something more meaningful to farmers. Something that could save their life. Shelter signboards were handed out to farmers all over the country, in the order of the temperature from highest to lowest. While not only protecting them from the sun but sending them message to cheer up.

Describe the PR execution (20% of vote)

Over 20,000 Signboards were given out all over the country within 1 month. Without media support, Shelter signboard becomes the most wanted premium in farmer’s community. And became viral online and inspired other farmers to create their own Shelter signboard. It has become famer life hack of the year. Even the government support our innovation.

List the results (30% of vote)

Results - Over 20,000 Signboards were given out. - 10M+ Baht PR value with 0 media budget. - Becoming farmers’ lifesaving hack of the year.

Please tell us about the cultural insight that inspired the work

Thailand is the world's largest rice exporters, with more than a million rice farmers working nationwide, it is known for having only 3 seasons - summer, hot summer and damned hot summer. Thai famers still farming rice in a traditional way, using their hand while facing their back to the sun. They have no choice but being exposed to extreme temperatures up to 45°c for 80 hours per week, with death toll from the heatstroke in fields runs into 38 cases every year. Mongkut fertilizer want to help farmer with this life and death issue. And to show Thai Famers that we are true partner with them when it comes to farming.