CREATING A FUTURE FOR STUDENTS TO GROW INTO THEIR GREATEST SELVES

CHALLENGE

In Thai schools, the practice of punishing students with forced haircuts is an issue that has persisted for decades. While the enforcement of these restrictive hair rules has been relaxed in recent years, a Dove study uncovered that these brutal punishments are still used today. Dove research uncovered that 8 in 10 high school students and 7 in 10 young women report that mandated haircuts have negatively impacted their confidence. Some believe these rules maintain order and teach younger generations discipline, while on the other side of the issue people believe the rules are an infringement of rights and students should have freedom in making their own hair choices.

SOLUTION

TMA consultants and team members coordinated an integrated and phased approach. We tapped into a leading expert in self-esteem, confidence and child psychology, worked with Dove to create The Growth Fund to direct meaningful resources toward research, education and advocacy efforts, injected ourselves into culture through a multi-channel, guerrilla-style approach – taking over the front pages of Thailand’s two leading dailies and stopping passers-by with eye-catching OOH. We introduced a distinct QR-symbol to connect offline and online worlds to pledge support, share their experiences and learn more.

RESULTS

• Generated more than 200 pieces of earned coverage since launch with a reach of more than 195 million.

• 49% of placements within top-tier outlets, including front-page editorial.

• More than 50 media, influencers and stakeholders at the national press event with earned reach of 66M+.

• Influencers sparked discussion amongst their 7.35 million followers (118,200+ comments, likes, and shares).

• 700 people shared their personal experiences and 2,700 pledged their support on the microsite

• Prompted education officials to address the issue and support the initiative.