Thailand’s Siam Paragon is the most Instagrammed location in the world. As the central hub to Thailand’s modern culture, shopping and entertainment, we needed to work with the Foundation for the Blind to make it the central focal point for people to understand their plight. With even a small budget, we can make substantial impact not only in the country, but also in the world if we can create content that resonates here.

We would promote our content like it were a regular movie. We wanted our content to feel like an entertainment event, with an opening night premiere backed up by posters, movie listings and social network strategies that would help people realize that this would not be just another fundraiser, but an entertainment event that would open people’s eyes to those who are blind.

The campaign helped raise more than 1 million Baht to help blind people keep living and continuing to tell their stories. Demand for seats was so high that over 500 people attended the premiere, with some having to sit in the aisles.

Many laughed. Many cried. They all forgot that they were watching movies created by the blind. The top news show in Thailand covered the event with almost 20 minutes of airtime, generating 86 million impressions.