Project Title: Welfare State Thailand
Project Overview
The Welfare State Thailand video campaign was initiated by Friedrich-Ebert-Stiftung (FES) Thailand, a non-profit German foundation funded by the Government of the Federal Republic of Germany. FES Thailand is a prominent non government organization (NGO) and political foundation promoting freedom, solidarity and justice – the foundations of Social Democracy.
The welfare system plays a central role in managing risks and tackling vulnerability across the life cycle. In Thailand, the public discourse on social welfare is changing, from an understanding of charities for the poor to a crucial policy tool to bridge the wealth gap and defuse the huge economic and social inequality.
Since 2020 FES Thailand has been working with experts and institutions on the future of the welfare system in Thailand. It plans to publish several studies 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 welfare system 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.
Objective
FES Thailand commissioned CI Media to curate and produce a video featuring Dr. Thorn Pitidol which would be hosted on citalks.com and promoted across social media channels belonging to both CI Media and FES Thailand. Furthermore, the video and thought leadership within, would be further amplified by associated content including transcripts and articles, audio files and an image gallery.
The overall communication strategy was further enhanced to include one or several positive role models, change makers and influencers from within both the CI Media and FES Thailand partner networks. The fundamental campaign objectives were:
- To communicate the idea of a welfare state in Thailand through storytelling, credible role models and motivating messages;
- To facilitate discussion and alliance building among different networks of stakeholders.
Approach
The project kicked off with meetings between CI Media and FES Thailand during which the goals, objectives and expectations were defined. We need proceeded with script development continuing to liaise and work very closely with both Dr. Thorn Pitidol and representatives from FES Thailand to ensure that all messaging was on point and that the content was pitched at the right level for the intended audience in Thailand and beyond.
Impact
The Welfare State 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.