PREGNANT by Y&R Bangkok for Thai Health Promotion Foundation (ThaiHealth)

PREGNANT

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Industry Public Safety, Health & Hygiene
Media Design & Branding
Market Thailand
Agency Y&R Bangkok
Copywriter Krai Kittikorn, Sanjay Bhasin
Designer Possanunt Charoenkijkajorn
Producer Amornmarn Rattanarakpinyo
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: THAI HEALTH PROMOTION FOUNDATION
Product/Service: CONDOM EDUCATIONAL SAMPLING
Agency: Y&R THAILAND
Chief Creative Officer - Asia: Marcus Rebeschini (Y&R Asia)
Chief Creative Officer: Trong Tantivejakul (Y&R Thailand)
Head Of Design: Veris Na Songkhla (Y&R Thailand)
Designer: Possanunt Charoenkijkajorn (Y&R Thailand)
Copywriter: Sanjay Bhasin (Y&R Thailand)
Copywriter: Krai Kittikorn (Y&R Thailand)
Senior Account Director: Preyanant Athikomvoradilok (Y&R Thailand)
Producer: Amornmarn Rattanarakpinyo (Y&R Thailand)
Print Producer: Tanabodee Nelabusabanon (Y&R Thailand)
Computer Artist: Mothar Seatun (Y&R Thailand)
Computer Artist: Warunee Monmo (Y&R Thailand)
Retouch: (Visionary)
Photographer: (Fifty One Studio)
Media placement: give for free - Departmentstore - 1 January 2012

Describe the brief from the client
Teenagers among 13-19 years old are more likely to have early sexual activity, moreover, one-third of them have no use of contraceptive.
According to Ministry of Public Health’s research, in 2011 teenagers mothers give birth around 122,736 babies (which is 16% of all childbirths/336 babies were born per day).
Aiming to reduce teen pregnancy problem, Thai-Health Promotion Foundation which is the in-charge organisation has launched the campaign called ‘Healthy Sexuality’ giving away 500,000 ‘If you are not ready for this…use this’ condoms.

Describe the challenges and key objectives
The condom package’ looks’ like a real pregnant belly. Once the target user peels it to use, the belly gets flat, demonstrating the message that condoms prevent them from being teenage parents.

Describe how you arrived at the final design
We started thinking about how to create this product by simply asking how we could attract our target group. We reasoned the product should be easily understood.

Give some indication of how successful the outcome was in the market
After the ‘If you are not ready for this…’ campaign, with samples distributed in 2011, research has shown that the rate of conception among teenagers has reduced by 30% in relation to the last few years, proving the successfulness of the campaign.