Big C Supercenter wanted to build the awareness of Thai children with Congenital Heart Disease (CHD) and raise 25 million baht ($US 694,000.00) through its 597 stores nationwide. The money raised will be used to perform heart surgeries on 1,250 child patients with critical conditions.
8,000 children are born in Thailand with CHD. Half heal naturally and the other half require surgery to survive. The Cardiac Children Foundation of Thailand was 25 million baht short of donations in 2016. So Big C stepped in to offer help to these children.
CHD is a misunderstood disease and lacked awareness amongst the masses, simply because people didn’t understand the symptoms.
The idea was to get people to listen to the hearts of these children to fully grasp the severity of this disease, both physically and in the virtual world.
Through an activation-led campaign and amplified through the digital space for mass reach, the video was watched almost 10 million times in just under two months.
The donation target of 25 million baht was achieved. 1,250 children’s lives were saved.