June 2008
Thailand’s Ministry of Public Health and Leo Burnett Bangkok launch a new campaign funded by the Global Fund, to promote safe sex and reduce the spread of the HIV virus. The “Yoed-Ok-Pok-Toong” (“Chest up, Carry a condom”) gained massive awareness since its launch last year, provoking widespread public conversation about the issue, despite Thailand’s conservative norms. This year’s campaign aims to alert young people to the dangers of unprotected sex, even in seemingly low-risk situations. The message will be communicated via 30 and 15-second TV commercials, a print campaign, and the www.poktoong.com website.
The creative strategy was inspired by the idea that we can’t tell who’s got the HIV virus judging by outer appearances alone. It’s a common misconception among youths that a clean look, serious relationship, or personal familiarity are reason enough to have unprotected sex with the one they believe they can “trust”. Many ignore the fact that nobody would really share the full truth about their past or current sexual experiences. Rather than preaching to them, Leo Burnett takes a humourous approach to drive a somewhat sensitive message home.
"Being a Buddhist country, it's considered inappropriate in Thailand to even discuss sex, let alone to ask people to wear condoms for ‘safe sex’. Last year the campaign became a controversial discussion point, especially among those conservative groups that thought the commercial should be taken off air” said On-Usa Lamliengpol, CEO Leo Burnett & Arc Bangkok.
“We are proud as an Agency that we were able to tap into people's fear, misunderstanding and embarrassment about using condoms, and change their behaviour to having ‘safe sex’. The number of newly-infected HIV patients has been reduced by 8% since the launch of the campaign."
Said Dr. Anupong Chitwarakorn, Director of Principle Recipients, Disease Control Department, the Ministry of Public Health: “We have to admit that casual sex and unprotected sex are still problematic, especially among the youth, and the problem seems to get more severe every year. What we can do is to increase awareness about HIV/Aids and encourage everyone, whether they’re male or female, to take responsibility in protecting themselves from HIV by using condoms.”
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