THAILAND, September 26, 2013 – Cancer patients who don’t receive medical treatment can only count so many days ahead of them, their calendars drastically cut short because of the untreated illness.
Building on this idea, the Ramathibodi Foundation and BBDO and Proximity Thailand came up with the Calendar of Life, which can be adjusted according to the life expectancy of underprivileged, untreated cancer patients on the foundation’s treatment waiting list.
The calendars made for a striking message as they were sent out to the foundation’s donor base and the public–as each calendar was received, the potential donors actually held the patient’s life in their hands.
People were encouraged to donate by calling the foundation, whose number was included in the calendar. Each donation allowed cancer patients to receive the medical treatments that effectively extended their lives.
Credits:
Client : Ramathibodi Foundation
Advertising Agency: BBDO and Proximity Thailand
Chief Creative Officer : Suthisak Sucharittanonta
Executive Creative Director : Suthisak Sucharittanonta
Creative Director : Anuwat Nitipanont
Art Director : Kantapon Metheekul
Copywriter : Piyakan Sirichankachorn
Copywriter : Peter Vaughn-Yves Oh
Account Manager: Tanyawan Wongapichart
Account Executive : Suban Maneemool
Planner : Sakila Banyen
Producer : Benjawan Sengtee
Film Production : Triton
Director : Sarun Thubthim
Music : Merry Christmas Mr Lawrence by Ryuichi Sakamoto
