Music has the power to change the world, for better or worse. In the past decade, misogynistic songs have become increasingly popular in Thailand - some due to the genre and some from just ignorance or misinterpretation. These hit songs with lyrics and visuals that put women down are influencing societal beliefs, sending the wrong messages about women.

Collaborating with music labels and original artists, we bought the rights to these famous misogynistic songs and transformed them into powerful and positive messages for women. And with the help of all Thai women, the lyrics were completely and legally rewritten. Giving them the chance to erase the negative implications of such lyrics that have been ingrained in Thai culture for so long.

The campaign aims to spark more conversations and fuel the women empowerment movement in Thai society. More importantly, it aims to encourage Thai women to rethink about taking care of their health and wealth by themselves – on their own terms.

Collaborating with music labels and original artists, we bought the rights to these famous misogynistic songs and transformed them into powerful and positive messages for women. And with the help of all Thai women, the lyrics were completely and legally rewritten. Giving them the chance to erase the negative implications of such lyrics that have been ingrained in Thai culture for so long.

Well known Thai songs are rewritten and presented in fresh music videos that rewrite the story:

“Khon Mee Saneh'' reverses the negative beliefs on women's body image.

“Pak Kon” erases the negativity towards a woman’s choice of lifestyle.

“Wip Wup” overturns the assumptions that women are not financially independent.

#RewriteHerLife sparked conversations around the women empowerment movement in Thailand. Celebrities, including the original song artists, spoke up about the need for change and suggesting rewritten lyrics.

By encouraging all women to #RewriteHerLife, the brand successfully inspired all generations of Thai women to take care of their own health and wealth and empowered them to see that their lives should only be written by their words, and nobody else’s.

175+M total Impressions

16.32% engagement rate (industry benchmark = 0.88%)

100% positive sentiments

+138% website visits

x15 increasing on policy sale