Since January 2004, violence in the Muslim-dominated provinces of Yala, Pattani and Narathiwat has escalated, causing loss of life, and of revenue totaling an estimated 35 billion baht (US$891 million).
San Jai Thai, Soo Jai Thai, which translates to "uniting Thai hearts to support the southern people", aims to encourage Thais to buy products donated by various organisations, proceeds of which will help the people in the south.
The campaign is spearheaded by a 60-second television commercial produced jointly with production house Matching Studio. Media Intelligence negotiated with TV stations for free airtime.
The TVC shows people from three different faiths praying for peace in the south - a Buddhist grandmother, a young Christian woman and a young Muslim man. The prayer is identical "May the problems in the south be solved".
The announcer then entreats the viewer to "show solidarity and unity" with their 'southern brothers' by buying products sold under the campaign.
These products include items donated by retail giants Central, Robinson's, Family Mart and banks.
The TVC was created at a cost of three million baht, and also has a 30-second version, said Far East DDB account executive, Nick Jonsson. It will run on all local and cable TV channels.
The television campaign is supported by print, poster and radio ads, as well as an SMS promotion that allows mobile phone users to donate nine baht by sending a message to a given number, he said. A charity concert has also been organised, featuring well-known Thai personalities as performers and masters of ceremony.
The campaign, initiated by the Thai Chamber of Commerce, the Federation of Thai Industry and the Federation of Thai Capital Market Organisations, is expected to raise 200 million baht in the first three to four months.