Chiang, Mai, Recycling, Campaign

Media Asia has details of a social media campaign for Thai city Chiang Mai from Bangkok-based advertising agency Jeh United.

The campaign targets a very big issue in Thailand, garbage and waste production, using YouTube, Facebook, Twitter and the official website as promotion channels, as detailed below.

‘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.

Most interesting, in my opinion, are the thoughts from campaign creator Jeh United. Partner and ECD at the firm Weerachon Weeraworawit says.

We don’t think one-way communication works for this kind of project, participation from Chiang Mai people is the key to success.

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.

It is good to see the two-way participation of social media appreciated for this campaign. Particularly if similar tactics are being adopted for other causes in Thailand.