Thailand is the world's largest rice exporter with over 4 million rice farmers nationwide. The country is known for 3 seasons: summer, really hot summer, and really damn hot summer. This leaves the farmers no choice but to be exposed to extreme heat for 80 hours a week, which results in up to 38 heatstroke-related deaths in rice fields every year.
Mongkut Fertilizer Shelter Signboard
A simple solution that saves Thai farmers' lives
Challenge
Inspiration
Fertilizer brands always give merchandise to farmers who buy their products. But this time we decided to do something
different. Turning a normal touchpoint into something that is more meaningful and also helps save farmers’ life. something that they never expect.
Idea
Introducing “Shelter Signboard”, a simple solution that saves Thai farmers’ lives. Thanks to the use of reflective paint, the signboards provide shelter for farmers by lowering the heat by 3-4°C. We gave them to farmers around the country in areas ranging from the highest to lowest temperatures, which offers not only protection, but words of encouragement as well.
Growth
-10M+ BAHT PR VALUE WITH 0 MEDIA BUDGET
-OVER 20,000 SIGNBOARDS GIVEN
-LIFESAVING HACK OF THE YEAR
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Awards
2022 ADFEST
Brand Experience
Silver
2022 ADFEST
Lotus Roots
Finalist
2022 One Show
Out of Home
Shortlist
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