Spa lends hand to curb corruption in Thailand

Spa Advertising and the Thai government have teamed up to produce

the country's first anti-corruption campaign that will run in print and

on television for two years.

The ambitious campaign has received 17 million baht (about USdollars

400,000) in sponsorships and barter arrangements from corporate

heavyweights Boonrawd Brewery (Singha Beer), Siam Studio, Toshiba, The

Lottery Commission of Thailand, Channel 11, and Osotspa Company Limited

(energy drinks).

Two television commercials are set to begin airing this month using dual

themes: "Enough is enough, don't give and don't take", and "What would

you like your children to grow up to be".

The chairman of Spa Mr Kitti Chambundabongse said the plan was to use

all materials for twelve months initially and then produce new content

to freshen up the campaign before people tire of advertising

messages.

He said the campaign has a budget of 40 million baht per year for TVCs

and 10 million baht for print.

Three TVCs, three print adverts and three posters, stickers, leaflets,

hats, tee-shirts, and stationary comprise the total campaign.

Any budget shortfall will be made up by further donations from private

organisations and fund raising activities.

Mr Kitti claimed Spa was not making any revenue, let alone a profit,

from the project.

The company was committed to the process of cleaning up the country and

was not charging for creative work, artworks, or media commission, he

said.

"I am personally committed to this project as a Thai citizen.

"It is going to take a hell of a long time to achieve a totally clean

Thailand or corruption-free society, but if we don't do it now, we never

will.

"It really makes one wonder why there has not been a campaign of this

nature in this country before," Mr Kitti said.

He added that it was an honour to be able to take part in a campaign

that will make both advertising and political history.

"I am glad to be able to play any part at all," Mr Kitti, said.

He added that if successful, and should future governments retain the

political will to battle corruption, the campaign could continue for up

to five years.