Good intentions lead to creation.

If creativity can make customers want to buy a product, then surely creativity can also inspire people to take positive actions.

Many public service announcements are created through the goodwill of Thai creative directors (CDs) who deeply understand the power of creativity. They encourage actions that benefit society, discourage harmful behaviors, and assist disadvantaged people left behind by society.

Incorporating creative perspectives into public service ads transforms even seemingly dull themes into topics that capture public attention. People become inspired to participate and spread the message through word of mouth.

Such campaigns were traditionally produced using conventional media. However, with the advent of the digital age, social networks have become crucial tools for generating buzz and strengthening brand connections. Public service ads utilizing viral videos, Facebook applications, banners, and similar formats have increased significantly.

Let me share two interesting examples. One is the viral video "Smoking Kid" by the Thai Health Promotion Foundation, which appeals to adults about the harms of smoking. It has been viewed over 600,000 times on YouTube. Two children approach adults smoking carelessly and ask, "Can I borrow your lighter?" while holding out their own cigarettes. As the startled adults try to stop smoking, they receive a message: "If you care about our health, why don't you care about your own body?"

For Naiin.com Bookstore's "See from Sound" campaign, digital technology was used to create banner ads that could be recorded. People relayed recordings of new book content, making it accessible for the visually impaired to enjoy.

In fact, many such campaigns aren't necessarily funded by governments or specific public organizations. Brands are voluntarily creating campaigns that benefit society, not just for regular sales promotions.

Creativity bridges two distinct worlds: business and goodwill. I believe that when CDs and brands collaborate with goodwill, we'll see more campaigns transforming the world into a better place.

(Supervised by: Dentsu Inc. Aegis Network Business Bureau)