Project Title: Circular Economy Thailand
Project Overview
Friedrich-Ebert-Stiftung Thailand (FES Thailand), a leading international non profit organization headquartered in Germany with offices in Bangkok, approached us to produce a video marketing campaign to increase awareness of Thailand’s goal to shift from a Linear to Circular Economy model as a key component of its sustainability goals. There is a lack of awareness and understanding about what “Circular Economy” actually means in Thailand and why there is a need to embrace it; the current situation and the solutions and benefits that such a shift will deliver.
FES Thailand approached Dr. Kanittha Tambunlertchai to present the video. She is Assistant Professor at the Faculty of Economics, Chulalongkorn University Bangkok. She received her B.A. (cum laude) in Environmental Science and Public Policy (ESPP) and Economics from Harvard University in 2005. She also holds an M.Phil. in Environmental Policy, and a Ph.D. in Land Economy from the University of Cambridge. Dr. Kanittha is also one of Thailand’s foremost and most respected thought leaders on the topic.
Objective
Thailand, as part of its commitment to achieving its sustainability goals, is placing great weight on driving a transformation from a linear economy to a circular economy model and Dr. Kanittha, an Assistant Professor at Chulalongkorn University Bangkok and Alumni of both Harvard and Cambridge Universities, is one of the Kingdom’s most qualified thought leaders and forthright proponents of this transition. The ultimate objectives of the campaign were defined as follows:
- To communicate the idea of a circular economy in Thailand through storytelling, credible role models and motivating messages
- To facilitate discussion and alliance building among different networks of stakeholders
Background
The Thai government is currently promoting a green growth or Bio-Circular-Green (BCG) economy model, while the concept and potentials of circular economy are not fully understood. Since 2020 FES Thailand has been working with experts and institutions on the future of circular economy in Thailand. It plans to publish the first study on circular economy in Thailand with policy recommendations in 2023, accompanied by seminars and other dialogue formats. Since the majority of Thai stakeholders in civil society, government, academic institutions, economic think tanks, businesses and social networks need more information on the topic in order to help promote the circular economy in Thailand, alliance building with a wider public is necessary. In the current context of Thailand, this is best achieved via inspiring video storytelling and communication in popular online platforms.
Against this background, FES Thailand commissioned the production of an edited video and subsequent communication strategies featuring one or several positive role models and change makers from within the partner network of both FES Thailand and CI Media.
Approach
Working closely with both the FES Thailand team and Dr. Kanittha Tambunlertchai, we defined the campaign goals and expectations from the outset whilst also deciding on a best-fit social impact storytelling framework to use as a vehicle to inform, educate, and inspire audiences to take action. Then came in-depth research into the circular economy model and its application where Thailand is concerned; mapping findings to the framework and frequently liaising with all stakeholders for their feedback and input.
In the meantime, our production team worked on the pre production project management process providing location options and all other essential elements required for the execution of a video shoot involving multiple stakeholders.
Impact
The Circular Economy Thailand video will be released on citalks.com in July, 2023. This video awareness campaign is in progress and will continue to run through the course of 2023.