Plan Creations Promo, Case study MOM-MADE TOYS by Lowe Bangkok

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MOM-MADE TOYS

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Thailand
Agency Lowe Bangkok
Creative Director Komsan Wattanavanitchakorn, Chalit Manuyakorn, Prorakit Tanwattana
Art Director Apichai Inthutsingh, Prasit Vittayasumrit
Copywriter Thanachai Shavitranurak, Thasorn Boonyanate, Noppakate Tawun-Unnop, Wesley Hsu
Designer Plantoys
Producer Thakon Prateeratana
Photographer Pardzy Alive Studio
Released August 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: PLAN CREATIONS
Product/Service: TOYS DONATION
Agency: LOWE
Chief Creative Officer: Pom Chaiyaporn (Lowe)
Creative Director: Chalit Manuyakorn (Lowe)
Creative Director: Komsan Wattanavanitchakorn (Lowe/Open)
Art Director: Prasit Vittayasumrit (Lowe)
Art Director: Apichai Inthutsingh (Lowe)
Copywriter: Noppakate Tawun-Unnop (Lowe/Open)
Copywriter: Wesley Hsu (Lowe)
Copywriter: Thasorn Boonyanate (Lowe)
Copywriter: Thanachai Shavitranurak (Lowe)
Photographer: Pardzy
Production House: Maison
Designer: Plantoys
Graphic: Natira Wongpaitoon (Lowe)
Chief Executive Officer: Jeremy Hine (Lowe)
Head Of Production: Piyachat Cholasap (Lowe)
Account Director: Supinyo Maneerat (Lowe)
Account Management: Chidlada Gabites (Lowe)
Planner: Boonchai Suksuriyayothin (Lowe)
Producer: Thakon Prateeratana (Lowe)
General Manager: Chaowapark Srikasem (Lowe)
Creative Director: Prorakit Tanwattana (Lowe)
/Open Creative Director: Phairat Uaphadunglert (Lowe)
Media placement: Toy's Packaging - Toy Store, Department Store And Hospital - 10 Aug 2011

Summary of the Campaign
Moms of kids with cerebral palsy, autism and visual impairment normally don't have the knowledge to raise and develop their special-needs kids. Many of them give up and put these kids in orphanages. But since most orphanages lack the resources to take care of these kids as well, many of them never develop fully and die at a young age.

The Situation
Insight:
For the special kids, toy is not just a toy. But a toy can help them to exercise, to communicate, to socialize, to develop mentally and physically.

The Goal
"Mom-made toys"was set up to organize and support moms of special kids in designing toys for their children. By sketching their own designs, using their unique knowledge as moms, and creating their own PR and fundraising to make their designs into reality. These special moms turned their special love into a life-changing difference for their own kids and special kids throughout the country.

The Strategy
Waiting for help that many never come is not the answer. We wants to give moms the knowledge to rise their kids to their full potential, help them realize that they can make a difference on their own, and feel pride in being the moms of these special kids.

Execution
Toys for special kids should be created by the one who know them the best, the one who stay with them 24 hours, their moms. “Mom-made toys” was initiated to let moms design and raise fund to produce the toys for their kids. Even though they don’t have a proper design skill, but with a knowledge about their kids and a real heart of a mom, they managed to design toys from scratch until it was produced. We documented the project and PR in various channels to educate Thai people and stimulate them to share this responsibility by their heart.

Documented Results

Its heartfelt story of the project inspired all moms of special kids. Word of mouth snowballed into coverage from easy major network and newspaper,-adding up to over USD1.6 million in free media. It brought in money for the production and distribution of over 26,000 toys to special needs kids throughout Thailand. But the greatest result of all was when we heard one mom say,"Now, I am proud that my kid is a special kid because he teaches me to be strong and that i can pass this feeling on the others."