The initiative is the latest in the series of campaigns called ‘Yued-ok-pok-toong’ (be sensible, carry a condom).
The campaign targets Thais between 12 and 24 presenting the message that appearances are deceptive and HIV patients cannot easily be identified.
The creative strategy focuses on the idea that trust is not a good enough reason for unprotected sex.
On-Usa Lamliengpol, CEO of Leo Burnett/Arc Worldwide Bangkok, the agency behind the campaign, said: “Being a Buddhist country, it’s inappropriate to even discuss sex in Thailand, let alone ask people to wear condoms for safe sex. The campaign has become a controversial discussion point among conservative groups who thought that the commercial should be taken off air.”
The message is in a series of TV spots. One shows a man bragging about his sexual conquests, including a same-sex encounter, to his astonished girlfriend. The film concludes with the line: ‘Would a guy really tell you all this?’ before a closing image of the girlfriend cowering behind a giant-sized condom.
An online element includes a website, poktoong.com. It features educational games and provides youngsters with opportunities to ask sensitive questions .
“Casual sex and unprotected sex are still problematic, especially among youth, and the problem seems to get more severe every year,” said Dr Anupong Chitwarakorn, director of principle recipients, Disease Control Department, the Ministry of Public Health.
“We can’t stop people from having sex but we can increase awareness about HIV/Aids and encourage everyone to be responsible.”
The agency claims the first part of the campaign has been effective, saying the HIV rate in Thailand has fallen eight per cent since the campaign’s launch. The drive has a budget of US$750,000 and will run until 22 July.
HIV/Aids drive targets Thailand youth
BANGKOK - The Thai Government has launched a campaign to improve awareness about HIV/Aids, which infects more than half a million people in Thailand.
