This is a national campaign supported by the Government of Thailand. This one year campaign promotes His Majesty the King Bhumibol Adulyadej (Rama IX)’ s philosophy, ‘Sufficiency Economy’, that has encouraged Thai people to follow for more than thirty years, and after the economic collapse in 1997. The campaign is executed in full communications and it started in January 2007 with the TV programme. We developed one year plan for communications strategy. The strategy was implemented through an integrated marketing communications campaign that included a weekly TV programme, documentary, PR activities, event marketing (in three main provinces in Thailand), website (www.pp-gen.com), print materials and wristband, and advertising (print , radio and TVC). There are about 13 organizations from both private and government sectors who are interested in the project and wish to give support. TV programme achieves a great success in promoting the campaign
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