Amidst many uncertain situations in various aspects in the country; economy, politics, even conflicts among social classes, Thai people are suffering from continuously tension. Department of Provincial Administration is the only department that works closely with people every day. Therefore, the department is deeply aware of the current problems and truly understand how Thai people are affected. Yet, most of Thai people do not realize the existence of this department. For this reason, the department want to find solution on how to communicate and create awareness to Thai people to let them know that they aren’t alone in this difficult times.
From the challenge, the creative had been thinking of what can be the tool to help spreading the Department of Provincial Administration caring and encouraging message. The creative team came up with the idea of using “music” to connect everyone despite differences in gender, age, social class etc. A modern music video sang by Boy Imagine was developed. The lyric focuses on positive sides of life. Throughout the music video, viewers see many positive aspects of life and within those little moments throughout their lives, the Department of Provincial Administration is always there by their sides.
Despite the current difficult situation of Covid-19 Thailand is facing, the campaign indeed received great feedback nationwide. Number of views, shares, and comments in Facebook is in a very satisfying level. Viewers continuously pass forward this music video as an encouragement to each other to stay strong and be positive during this Covid-19 situation.