Thai Health Promotion Foundation | New Chiang Mai | Thailand

‘Our Better Chiang Mai’ aims to educate the Thai public about waste reduction. It aims to reduce garbage production by 30 per cent and change the daily habits of the Thai people to include recycling and filtering waste before releasing it to the canal.

The commercial spots include a guerilla marketing campaign by a Chiang Mai University student. His group ‘Phoenix 26’ is made famous through YouTube. He cross-dresses as a woman in most cases and performs in different areas of Chiang Mai, surprising people with a public awareness messages. The comical project aims to attract the attention of the younger generation.

The website encourages people to contribute stories on how they can make Chang Mai a better place. It contains event details and asks people to pledge and support the campaign. Jeh United is also using Facebook and Twitter to promote the project.

“We don't think one-way communication works for this kind of project. Participation from Chiang Mai people is the key to success,” said partner and ECD Weerachon Weeraworawit at Jeh United. “This kind of project is the first in Thailand. To change the whole city's attitude, technically speaking. Now other cities start to talk about this project as we try to implement it nationwide later on,” he added.


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Credits:
Project New Chiang Mai
Client Thai Health Promotion Foundation
Creative agency Jeh United, Bangkok
Executive creative director & chairwoman Jureeporn Thaidumrong
Executive creative director & partner Weerachon Weeraworawit
Group creative director Kajnarong Inpornvichitr
Art directors Kajnarong Inpornvichitr, Ekaroon Laowatanakul
Copywriters Suwit Ekudompong, Thasorn Boonyanate
Agency producer Naree-Sara Ajchariyakul
Production company Haus Guang
Exposure Television, print, radio, outdoor, online