Background

Ramathibodi Hospital faces challenges in accommodating patients, which is why the Ramathibodi Foundation has initiated a donation campaign to construct a new hospital building. However, there are many donation requests in Thailand, leading to donation fatigue among Thai Gen Z.

Strategy

Make our donation campaign stand out while raising awareness among Gen Z through an approach that aligns with their culture.

Idea

Thai Gen Z loves to participate in TikTok challenges, so we combined it with our overcrowding issue. We've initiated a TikTok challenge where four people stand on an A4-sized paper, symbolizing the volume of patients the original hospital building must accommodate throughout the year, in proportion to the size of an A4 paper. This fun and engaging approach helps the younger generation understand the problem and encourages donations.

Result

18M Earned Impressions.

207K Engagements.

​Donations increased by 133% compared to last year.

The number of transactions increased by 36% compared to the period before the campaign