Hair for Hope by Leo Burnett Bangkok for CHULABHORN HOSPITAL

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Hair for Hope

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Industry Hospitals, Healthcare facilities & Medical Services
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 August 2012

Awards

AD STARS 2012
Outdoor Corporate/Institution/Industry Gold
Outdoor Corporate/Institution/Industry Silver

Credits & Description

Category: Titanium and Integrated
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 campaign/entry
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 out of 10 patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital. We decided to raise awareness of this issue to the public. With a clear aim 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 the campaign/entry was launched across each channel in the order of implementation
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' exhibit 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.

Give some idea of how successful this campaign/entry was with both client and consumer
Over 65m Thai people were aware of the campaign - that’s about 97% of the whole population. We earned over 1bn baht worth of free media through news, publications, articles, blogs, tweets, celebrities and politicians, they all talked about how to help these people. All sculptures were which were enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medicals. The idea of Hair For Hope has now been agreed to take forward to other cities in the world in 2013, Dubai, Incheon and Kuala Lamper to start with.