X Ray Film Project by Leo Burnett Bangkok for Department Of Disease Control, The Ministry Of Public Health

X Ray Film Project

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Industry Political/Religious/Trade Organizations
Media Film, Digital, Interactive & Mobile
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo
Art Director Sompat Trisadikun, Panupak Siripakdee, Paruj Daorai, Paroon Suthaveepramochanon, Nateepat Jaturonrasmi
Copywriter Fuad Ahmed, Thiti Boonkerd Bbdo Proximity Thailand, Santi Tubtimtong
Digital Creative Somboon Chutivirojsakul
Released July 2012

Awards

AD STARS 2012
Sales Promotion Corporate/Institution/Industry Silver

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: THE DEPARTMENT OF DISEASE CONTROL, MINISTRY OF PUBLIC HEALTH
Product/Service: YOUTH AND PHA FRIENDLY SERVICE
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: Paruj Daorai (The Leo Burnett Group Thailand)
Art Director: Paroon Suthaveepramochanon (The Leo Burnett Group Thailand)
Art Director: Paruj Daorai (The Leo Burnett Group Thailand)
Art Director: Panupak Siripakdee (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Art Director: Nateepat Jaturonrasmi (The Leo Burnett Group Thailand)
Copywriter: Santi Tubtimtong (The Leo Burnett Group Thailand)
Copywriter: Thiti Boonkerd (The Leo Burnett Group Thailand)
Copywriter: Fuad Ahmed (The Leo Burnett Group Thailand)
Digital Specialist Group Account Director: Nutsiya Asvahem (The Leo Burnett Group Thailand)
Digital Planning Director: Poomrath Rungkasiri (The Leo Burnett Group Thailand)
Digital Planning Specialist: Jatattaya Kittibunthorn (The Leo Burnett Group Thailand)
Digital Creative: Somboon Chutivirojsakul (The Leo Burnett Group Thailand)
Digital Producer: Titichai Nilkumvong (The Leo Burnett Group Thailand)
Production Company: Natthaporn Maionmue (The Leo Burnett Group Thailand)
Account Service: Samira Thancharoenkit (The Leo Burnett Group Thailand)
Account Service: Oranan Corsiri (The Leo Burnett Group Thailand)
Media placement: Facebook - Online - 1 May 2011
Media placement: POP (Poster) - Local YPFS Centers - 1 June 2011
Media placement: Event (4 Times) - Local Cinemas Nationwide - 25 August 2011
Media placement: Tie-In Program (8 Times) - Free TV - 4 September 2011

Describe the objective of the promotion.
Youth Friendly Services offer free consultations to young people in Thailand who want to talk about sexual issues in a confidential setting. But why would teenagers open up to a government organisation about their most private thoughts? Sex is a difficult subject to talk about, so we needed to introduce ourselves to Thai teens, earn their trust, and encourage them to visit our centres to consult with us. The objective was to increase visits to YPFS centres and raise the profile of the organisation amongst teens.

Describe how the promotion developed from concept to implementation.
To connect with teens, we created 3 Facebook characters publicly dealing with sexual issues that teens struggle with. They quickly gained thousands of friends, and their pages became forums for teens offering advice and opinions. We then revealed to their 24,000 Facebook friends that these status updates would be used as movie scripts, and we invited teens to audition for a starring role in 3 original movies about our characters. 13,000 teens came to our service centres and auditioned for parts in the movies, where they opened up to YPFS and shared honest stories about their sexual experiences and concerns.

Explain why the method of promotion was most relevant to the product or service.
The X-Ray Film Project became a hot conversation topic amongst teens all over Thailand. We used Facebook to start the conversation, because Facebook is Thailand’s most influential medium for Thai teens. We then leveraged the strength of our Facebook campaign into a project enlisting real teenagers to star in original movies about the sexual issues of normal teens. By giving teenagers a chance to audition, and share their own stories, we positioned YPFS as a trustworthy organisation that empowered young people to be honest about their private thoughts. We changed attitudes, and gave teens a safe space to be heard.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our 3 characters on Facebook became the centre of an active social network of 24,000 teenagers. Over 13,000 teens auditioned for the X-Ray Film Project (providing valuable data to YPFS), and 24 were chosen to star in the movies. When the movies were released, 30,000 teens attended special screenings at YPFS service centres, and over 1.9m watched the films online. The popularity of the movies led Thai cable channels to screen them on TV, and they are now being used in Thai schools as sex education teaching tools. The number of visitors to YPFS service centres increased by 200%.