HAIR FOR HOPE by Leo Burnett Bangkok for CHULABHORN HOSPITAL

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HAIR FOR HOPE

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Industry Against Cancer
Media Film
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 June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Bronze
Promo and Activation Lions Charities Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: CHULABHORN HOSPITAL
Product/Service: CANCER PATIENTS DEPARTMENT
Agency: THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Advertiser CHULABHORN HOSPITAL
Product CANCER PATIENTS DEPARTMENT
Entrant THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Title: HAIR FOR HOPE
Advertiser/Client: CHULABHORN HOSPITAL
Product/Service: CANCER PATIENTS DEPARTMENT
Entrant Company: THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
DM/Advertising Agency: THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Chief Creative Officer: Sompat Trisadikun (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)
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)
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 2 in 10 patients can afford to pay for chemotherapy sessions. Hundreds of patients are waiting for help at Chulabhron Hospital.


Describe the creative solution to the brief/objective.

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 the results in as much detail as possible.

Over 65m Thai people were aware of the campaign. All sculptures were sold which was enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medical care. The idea of Hair For Hope has now been agreed to be taken further than Bangkok to other cities in the world in 2013, Dubai, Incheon and Kuala Lumpur to start with.


We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of 'Hair for Hope' exhibited at a prominent art gallery in Bangkok. We spread a message of hope to millions of people through print, outdoor, web, mobile, and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition.