Cannes Lions
LEO BURNETT THAILAND, Bangkok / THAI HEALTH PROMOTION FOUNDATION / 2019
Overview
Entries
Credits
Background
80% of children living in Southern area of Thailand have problem of tooth decay. It’s because their parents overlook the importance of their children milk teeth care.
Southern area of Thailand is known to be the center of Thai-Muslim communities. To solve this major problem, we needed someone influential to persuade the community to take good care of their children's milk teeth.
Idea
Thai Health Promotion Foundation presents… “Return the good tooth”
We created Return the good tooth jars and placed them at various locations to collect the fallen good milk teeth. Then, we collaborated with Iocal Imams who are very close and respected by their communities, to help us teach the families about how to brush and keeping milk teeth clean.
Once the children’s milk teeth had fallen naturally, we asked their parents and the children to return their fallen milk teeth in the jar. This simple act would help encourage others in the community to follow suit and remind families to continue to take good care of their children’s teeth.
Strategy
Thai Health Promotion Foundation presents… “Return the good tooth”
We created Return the good tooth jars and placed them at various locations to collect the fallen good milk teeth. Then, we collaborated with Iocal Imams who are very close and respected by their communities, to help us teach the families about how to brush and keeping milk teeth clean.
Once the children’s milk teeth had fallen naturally, we asked their parents and the children to return their fallen milk teeth in the jar. This simple act would help encourage others in the community to follow suit and remind families to continue to take good care of their children’s teeth.
Execution
Thai Health Promotion Foundation presents… “Return the good tooth”
We created Return the good tooth jars and placed them at various locations to collect the fallen good milk teeth. Then, we collaborated with Iocal Imams who are very close and respected by their communities, to help us teach the families about how to brush and keeping milk teeth clean.
Once the children’s milk teeth had fallen naturally, we asked their parents and the children to return their fallen milk teeth in the jar. This simple act would help encourage others in the community to follow suit and remind families to continue to take good care of their children’s teeth.
Outcome
Over 100 jar were placed.
Over 7,000 families participated with the campaigns.
Over 1,100 Milk tooth have returned and still increasing.
The result proof that many Muslim families can take good care of their kids’ dental hygiene perfectly and better than in the past.
Similar Campaigns
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