At Thai Samsung Electronics, 'Live a new day' encapsulates our brand values, reflecting our commitment to innovation and making a positive impact on society. We believe in creating products and solutions that go beyond their primary functions, such as air conditioners that do more than just cool.

The challenge is how to foster positive perceptions and experiences with our products within the community, making people to 'Live a new day' and make a positive impact that resonates beyond mere product functionality.

The 'Class of Mask Free' program represents our commitment to ensuring dust-free classrooms for children across Thailand. We initiated the program by targeting kindergarten schools in Prawet, Bangkok, an area with dangerously high levels of PM2.5 pollution. Collaborating closely with kindergarten schools in the area, we have taken proactive measures to safeguard every classroom from dust.

As part of the program, we have installed Samsung air conditioners in these classrooms, which not only prevent dust from entering through doors or windows, but also have 'Dust Filters' to help purify the air in each classroom. This innovative solution not only creates a more comfortable learning environment for children but also helps safeguard their health and well-being, building a healthier future for the next generation.

We haven't just installed the air conditioners; we've installed 'QUALITY AIR FOR EQUALITY AIR'.

We are the 1st brand who tackle PM2.5 problem. Our goal is to make Thai kindergarten classrooms equally free from dust. To achieve this, our strategy begins by targeting crisis areas in Bangkok where data indicates dangerously high levels of PM2.5 pollution. By focusing our efforts on these areas, we aim to make an immediate impact on the well-being of children studying in these classrooms.

A key aspect of our strategy is to create buzz online to raise awareness to every sectors about the challenges faced by these children during the 'Dust Season.' We seek to highlight the daily struggles of children who are forced to wear masks all day due to poor air quality, which affects the learning environments for them.

We've created "The 'Class of Mask Free', a program that aims to make Thai kindergarten classrooms equally free from dust. We began by targeting kindergarten schools in Prawet, Bangkok, an area with dangerously high levels of PM2.5 pollution, and collaborated closely with schools in the area. As part of the program, we have installed Samsung air conditioners in these classrooms, which not only prevent dust from entering through doors or windows, but also have 'Dust Filters' to help purify the air in each classroom.

Our key aspect of this campaign is to create buzz online to raise awareness to everyone who related about the uncomfortable feeling experienced from these kids who have to wear mask in the classrooms all day, starting from birth due to poor air quality and the poverty. These affects the learning environments for them.

This is the first time these children have been able to study 'WITHOUT MASKS', which is the first result that has impressed us. Even though we have only just begun the 'Class of Mask Free' initiative with three kindergarten schools, many other schools have reached out to us for assistance in addressing dust pollution. This aligns with our goal of creating a dust-free environment in every school and extending this initiative to all inclusive schools in Thailand.

As the topic gained traction across social media, with a +42.4% increase in brand mentions, +23.9% engagement, and 94% positive sentiment, an important outcome occurred: The Governor of Bangkok brought this issue to the council and proposed immediate action to enact it as a protocol, which made us reach closely to our ultimate goal, 'Quality Air for Equality Air'.

99% daily attendance rate since the program's inception, marking a 35% increased.