Campaign Promoting Unity in Southern Thailand
8 Jan, 2005
Far East DDB, Thailand, demonstrate their support for the troubled three southernmost Thai provinces by donating their award winning creative expertise to assist with a campaign translated to “uniting Thai hearts to support the southern people”, translated from Thai ‘San Jai Thai Su Jai Tai’.
The campaign is intended to demonstrate solidarity with compassion for the Thai people in the South. It invites all Thais to take part in activities designed to help alleviate the suffering of the Southern Thai people.
The campaign is giving both moral and financial support to the people living in the three trouble-plagued provinces in the Southern Thailand. Funds will be raised through the sale of ‘San Jai Thai Su Jai Tai’ products such as t-shirts, polo shirts, well-wishing cards and stickers at all Provincial Chambers of Commerce, all commercial banks, leading department stores and supermarkets. In addition, a charity concert was organized on December 1. The first week of the campaign raised 17 million baht.
TVC’s, radio spots and print ads are promoting moral and financial support through the sale of ‘San Jai Thai Su Jai Tai’ products and private donations.
Far East DDB is creating publicity material for the campaign with the assistance of Matching Studio, a television production company, Media Intelligence (MI), a media-buying agency, who negotiated with media owners to provide free TV and radio airtime.
The ‘San Jai Thai Su Jai Tai’ campaign is organized by four major private organizations comprising The Thai Chamber of Commerce, the Federation of Thai Industries, the Thai Bankers’ Association, the Federation of Thai Capital Market Organizations, with corporation of the Entertainment Artist Group and many allied organizations such as Department Stores, Commercial Banks, Islamic Bank, Islamic Business Association. Dr. Ajva Taulananda is the Chairman of the Operation Committee. In addition several leading Thai businessmen have offered their cooperation to be honorary advisors to the Project notably Mr. Dhanin Chearavanont, Mr. Chatri Sophonpanich, Mr.Charoen Sirivadhanabhakdi and Mr. Boonsithi Chokwatana.
Mr. Rudiger Reinecke, Managing Director of Far East DDB commented that the agency was proud to give its creative services without cost to this campaign, which had the heartfelt support of the whole company.
Background Information About Far East DDB
Far East DDB PCL (www.fareastddb.com) is a leading brand building marketing
communications agency in Bangkok, Thailand. The agency was founded in 1964 and is this year celebrating its 40th anniversary.
The agency has established itself as one of the foremost communication agencies in Thailand with an extensive portfolio
of 96 brands, both local and international. Far East DDB has a staff of over 200 skilled employees and is listed on
the Stock Exchange of Thailand and is a part of the Saha Group, a large, diversified Thai conglomerate.
About DDB Worldwide
DDB Worldwide (www.ddb.com), voted Global Agency of the Year by Advertising
Age and Adweek, is one of the world’s leading advertising agency network with 206 offices in 96 countries. DDB has won
more Grand Prix Awards in the 50-year history of the International Advertising Festival in Cannes than any other agency,
and over the last 16 years, has won more awards in Cannes than any other agency network. In 2004, for the fourth year in
a row, DDB was also named Network Agency of the Year at the Clio Awards.
Facts
Far East DDB’s contribution is worth more than two million baht.
The meaning of the campaign is to give moral and financial support to their brothers and sisters living in the three trouble-plagued provinces in the Southern Thailand. The concept was designed to encourage all Thai’s to express their sympathy with the people in the affected areas.
Everyone wants peace in the South and the campaign is using the Thai way of demonstrating this. In the TVC Buddhists, Muslims and Christians are praying together. All proceeds from the campaign will go to support the needs of people in the South.
The donated money will be given to committees set up in each province who then will decide how to best spend the money.
The three affected provinces are Pattani, Yala and Narathiwat.
The campaign was launched on December 1, 2004 and will end on February 29, 2005.
There are two versions of the TVC, one 30 second and one 60 second.
The TVC runs on all Thai television stations.
‘San Jai Thai Su Jai Tai’ campaign can be translated into “Uniting Thai Hearts to Support the Southern People”.
Various banks, Family Mart and Central and Robinson, have donated the products sold in the campaign.
About Far East DDB
