CHULABHORN HOSPITAL Design & Branding HOPE FOR HAIR by Leo Burnett Bangkok

HOPE FOR HAIR

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Industry Against Cancer
Media Design & Branding
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo
Art Director Sompat Trisadikun, Sanpathit Tavijaroen
Copywriter Puttipong Pattanapongsagorn, Fuad Ahmad
Photographer Navaratana Donkort, Atikom Futemwong
Typographer Aviruth Kosalprapai
Illustrator Puripong Limwanatipong, Imhathai Suwatthanasilp
Released February 2012

Credits & Description

Category: Posters
Advertiser: CHULABHORN HOSPITAL
Product/Service: CANCER PATIENTS DEPARTMENT
Agency: THE LEO BURNETT GROUP THAILAND
Chief Creative Officer: Sompat Trisadikun (The Leo Burnett Group Thailand)
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Deputy Executive Creative Director: Sanpathit Tavijaroen (The Leo Burnett Group Thailand)
Art Director: Sanpathit Tavijaroen (The Leo Burnett Group Thailand)
Art Director: Puripong Limwanatipong (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Puttipong Pattanapongsagorn (The Leo Burnett Group Thailand)
Copywriter: Fuad Ahmad (The Leo Burnett Group Thailand)
Photographer: Navaratana Donkort
Photographer: Atikom Futemwong
Illustrator: Imhathai Suwatthanasilp
Illustrator: Puripong Limwanatipong (The Leo Burnett Group Thailand)
Typographer: Aviruth Kosalprapai (The Leo Burnett Group Thailand)
Graphic Designer: Ploengpon Charoenwong (The Leo Burnett Group Thailand)
Account Service: Suthasi Sukpornsinchai (The Leo Burnett Group Thailand)
Account Service: Pimlada Jirawutpoonsiri (The Leo Burnett Group Thailand)
Account Service: Varanya Suwankulwilai (The Leo Burnett Group Thailand)
Media placement: 12 Art Pieces Made From Lost Hair Of Chemotherapy Patients - The People’s Gallery, Bangkok - 10 March 2012
Media placement: A Poster Campaign - Streets In Bangkok - 22 Febuary 2012
Media placement: A Billboard Campaign - Streets In Bangkok - 22 February 2012
Media placement: A Fan Page - Facebook - 22 February 2012

Describe the brief from the client
A cancer diagnosis is usually overwhelming. Beyond the despair that comes from knowing that you are sick, there’s also a deep anxiety that comes from knowing that you might not be able to afford medical help. Cancer treatments are hugely expensive. Less than two out of ten patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital.

Describe the challenges and key objectives
We decided to raise awareness of this issue. We wanted to raise money for patients to pay for their cancer treatments, and we also wanted to raise hope for a chance to live on. We eventually created an act that turned the lost hair, a symptom of sickness, into a symbol of hope.

Describe how you arrived at the final design
We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of a “Hair for Hope” exhibited at a prominent art gallery in Bangkok. We spread this message to the public through a series of poster and raised awareness of the plight of people struggling to survive, and also invited people to participate at the exhibition.

Give some indication of how successful the outcome was in the market
Over one month of the exhibition, there were approximately one million of people visiting the gallery, including publications, celebrities and politicians. All sculptures were sold which were enough to help 150 cancer patients at Chulabhorn Hospital that continue receiving ongoing medicals. The idea of Hair For Hope has now been agreed to take further than Bangkok to other cities in the world in 2013, Dubai, Incheon and Kuala Lamper to start with.