Priest Hospital - "Making Merit or Creating Hurt"

Ogilvy Thailand

Ogilvy Thailand Bangkok, Tailandia

8223

This ad is part of the ACT Responsible Collection

Marca: Priest Hospital
País: Tailandia

Anunciante: Priest Hospital

Título	Making Merit or Creating Hurt
Agencia	Ogilvy Thailand
Campaña	Making Merit or Creating Hurt
Anunciante	Priest Hospital
Marca	Priest Hospital
Fecha de primera difusión/publicación	2019
Sector Empresarial	Hospitales & Clínicas
Filosofía	“Making Merit or Creating Hurt” is a collaboration campaign between 2 non-profits, aims to raise awareness, and offer solutions for, the health and obesity crisis in the Thai Buddhist monkhood, unknowingly caused by incorrect food alms-giving practices. It promotes a healthier habit of food-giving to decrease the growing number of monks with chronic diseases. 95% of Thais are Buddhists and they are unaware of being the cause of the monk-hood’s health crisis: 70% of the 300,000 monks currently suffer from chronic diseases. This ‘obesity epidemic’ caused by the unhealthy alms-giving has rocketed the monks’ average BMI (Body Mass Index) from 18.0 to 41.6 within the past 10 years. This causes USD 30 million for the annual medical care. For over 2,500 years, giving food as alms is a daily ritual that the monks depend on to survive and a way for the Buddhists to connect with ancestors. Nowadays, the ancestors’ favourite dishes including unhealthily indulgent, high fat and sugar foods are given to monks, in the hopes that they would be enjoying them in the afterlife. Buddhist ecclesiastical law also stipulates that monks cannot refuse the food, and, because of their revered status, exercise is considered unseemly. “Making Merit or Creating Hurt” is a thought-provoking experience, a collaboration between 2 non-profit organisations; the Buddhist Priest Hospital and the Baramee Dhamma Hall, a Buddhist learning center. The idea is curated by turning the medium that spiritually connects with the Buddhists, ‘the monk sculpture’ into media that raises awareness about the monkhood’s health issues caused by unhealthy food given as alms. Within 4 weeks during Thai New Year, the peak season for merit making, the scuplture transforms from an average-built, life-sized figure into a shockingly obese monk. It was strategically displayed outdoors at the hospital, learning center, temples and local markets, which are locations where the audience regularly visits, to provoke them at the moment of merit making. Mobile Location-Based technology is utilized to provide information about obesity and chronic diseases visually related to the sculpture and offer solutions of nutritious meals that will improve the health of monks.
Medio	Case Study
Duración	125 seconds
Consultant	Huachiew Chalermprakiet
Head of Client Services	Chumni Jittreprasert
Director de cuentas	Naris Nimitmongkol
Responsable de cuentas de agencia	Krittanut Naksomsong
Responsable de cuentas de agencia	Chutapa Trikrutapan
Business Director	Jintana Duangkaew
Responsable de la creación	Nopadol Srikieatikajohn
Director ejecutivo de creación	Wisit Lumsiricharoenchoke
Director creativo	Puripong Limwanatipong
Responsable de conceptos / redactor	Torpun Lersin
Responsable de conceptos / redactor	Kris Garford Spindler
Responsable de conceptos / redactor	Puripong Limwanatipong
Responsable de conceptos / redactor	Pongsakon Junrueng
Responsable de conceptos / redactor	Nichamon Kittisimanont
Director artístico	Nopadol Srikieatikajohn
Director artístico	Wisit Lumsiricharoenchoke
Director artístico	Vichapat Pitpreecha
Director artístico	Krittapob Kaewprom
Director artístico	Thanarat Seekeang
Director artístico	Thanawat Chongmahakul
Director de proyectos	Suparrerk Kulintaraprasert
Diseñador multimedia	Tarinya Katiwanich
Productor	Natthanon Boriboon
Montador	Nuttaphon Saengrompo
Montador	Artchvit Vongvittayamatakul
Audio & Visual	Nattawat Sritanyarat
Audio & Visual	Wasinee Khongsupamanon
General Manager	Noth Thongsriphong
Productor	Tattapong Siripatvanich
Retocador	Artchvit Vongvittayamatakul
Retocador	Preeda Likhitthumakul
Photography Studio	Bob Eye View Studio
Fotógrafo	Navaratana Donkort
Fotógrafo	Nopadol Ninratanabunpot
Camera Assistant	Thanawin Phisankosakun
Empresa de creación sonora	Freq Lab
Sound Designer	Narin Kongkatavaethita
Associate Social Media Director	Prathana Phoolsawas
Camera Assistant	Cholthicha Cherdchu