Art for the Future
BFH, Integrated Communication
We created the biggest online/offline gallery of street art Thailand has ever seen – to help promote a better understanding of teenage issues
Art for the Future was a massive, integrated and interactive campaign for UNICEF Thailand that helped promote a better understanding of teenage issues in Thailand. It included 16 offline art pieces around Bangkok, interactive web site and gallery, online videos and advertising, social and influencer content, as well as offline events and exhibitions.
The campaign kicked off with a four animated videos highlighting keep problem areas for Thai Children – including domestic violence, teenage pregnancy, early child development and access to education. The videos were done in different street art styles to launch the Art for the Future Campaign.
16 prominent Thai artists were chosen to create art throughout Bangkok to further discuss these issues. The artists used art to interpret the underlying issues causing these problems – using graffiti, oil, stencil, installation and other forms of art. This created a massive offline gallery with each piece also including the name of the artist, a description of the work and problems they are talking about – along with a link to the mobile site where they could add their name in support of addressing these issues. The Global Head of UNICEF attended some of the artworks and had her name added in support.
The offline street gallery was supported by an online gallery as well – which provided an interactive map to discover all the art work and then add your name to support the causes highlighted by each of the artists. Once people added their name as support, their names were actually included in the real artwork – adding their voice to the cause for changing these issues in Thailand. Over 20,000 names were collected and include in the various artworks.
Finally we created a public gallery – both at Central World and at the Ministry of Education – where all the art/photos of the art works were displayed and talks/discussions were held with government, dignitaries and the public to further discuss ways to address the challenges of Thai youth today. Thousands of people were able to see the artworks at these locations.