The One Show
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Category
Innovation & Transformation / Innovation in Out of Home
Annual ID
OS22_OH080M
About the Work
Thailand is the world’s largest rice exporter with more than 4 million rice farmers nationwide breaking their backs daily to satisfy global consumption needs. With Thailand’s tremendous hot weather, toiling at the paddy field daily in extreme heat sometimes reaching 44.6°C is not only tiring but also dangerous to their health. Many farmers live by their lands and works 80 hours a week in this condition with no other choice. Yearly, there are 38 death cases reported of farmers dying of heat stroke alone.
Tra Mongkut Fertilizer, the country’s leading agricultural fertilizer wants to back the health of Thai farmers with a simple but life changing solution – Shelter Signboard.
The Shelter Signboard is not just a signboard. It is custom-made and researched to reduce heat from the scorching sun by 3°C -4°C. It’s reflective paint reflects back direct sunlight allowing shelter for farmers whilst they work on the fields.
20,000 signboards were handed out to farmers nation wide within 1 month. Sales representatives from Tra Mongkut Fertilizer joined the fields to greet the farmers and provided demonstration and education on the usage of these Shelter Signboards. To share our sincerest gratitude to all these farmers feeding the nation with their sweat and tears, these signboards were printed with messages of cheers and appreciation for their hard work.
The Shelter Signboard became the most wanted premium in the farmer’s community. It’s massive popularity spread organically offline and online and even inspired other farmers to create their own Shelter signboard!
Even with zero media budget, this initiative gained THB10mil free PR with nationwide news coverage. It created so much positive news that the Thai government even also joined in to support our innovation by taking this initiative nationwide and focusing more on health of farmers.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson Bangkok
Art Director
Nattanan Sutdee
Yannapat Boonkate
Copywriter
Kunat Chaengcharat
Chief Creative Officer
Park Wannasiri
Creative Director
Chatchai Butsabakorn
Managing Director
Parattajariya Jalayanateja
Project Manager
Mira Vasukulkasemtorn
Account Manager
Pufah Nuntavisit
Group Account Director
Wasna Jirasuradej
Managing Partner
Vichien Techabunyat
Senior Strategic Planner
Wanvanissh Chorepancharoen
Strategic Planner
Siwakorn Seetaraso
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