Thailand has the highest burn-related mortality rate in Southeast Asia. Skin donations are a critical need. They’re in scarce supply.
Vaseline is boosting its heritage of supporting healthy skin for all since 1870, teaming up with Ogilvy Singapore to respond to a “call for help” initiated by The Thai Red Cross, a plea in Thailand’s leading newspaper, seeking support for burn victims through skin donations.
To emphasise the urgency of the situation, Ogilvy and Vaseline formed an unconventional alliance with gamers. In the gaming world, virtual skins are valuable commodities. In their campaign, Skins for Skin, influential games deleted all their skins and played only in their most basic one. Players noticed and asked. Influencers explained that there was a skin shortage and they could donate.
The initiative was also promoted momentum through a digital film, achieving 18 million views, and an exclusive run of 500,000 Vaseline Jars, available at participating 7/11 stores. All proceeds from these limited editions will be donated to The Thai Red Cross.
Within a month of launch, the Skins for Skin campaign successfully boosted the likelihood of future skin donations by 17%, potentially creating over 2 million potential new skin donors in Thailand.
Nicolas Courant, chief creative officer, Ogilvy Singapore, cmmented, “It’s no surprise that the topic of skin donations has never been tackled. It’s such a sensitive topic. And gamers, who know the value of skin, have been the perfect platform to launch a donation campaign.”
Aanchal Sethi, Asia managing director, Unilever, Ogilvy Singapore, said: “Vaseline has harnessed the power of Gamers and their considerable audiences, demonstrating their immense influencing power. Especially when it comes to such an important and never talked about subject, like skin donation.”
Credits
Agency: Ogilvy Singapore
Chief Creative Officers: Nicolas Courant, Marco Versolato
Creative Director: Stephan Schwarz
Associate Creative Director, Art: Ria Ocampo
Associate Creative Director, Copy: Sandhya Mathura
Senior Creative: Anthony Mustard
Copywriter: Jerome Toh
Worldwide Managing Director: David Dahan Asia
Managing Director, Unilever: Aanchal Sethi
Business Director: MJ Pena
Account Director: Joyce D’souza
Account Manager: Joey Lew
Executive Strategy Director: Sumegha Rao
Strategy Director: Dilip Garga
Strategist: Mellita Angga
Head of Production: Gerri Hamill
Integrated Producer: Carolyn Ong
Senior Print Producer: Gina Tan
Production Coordinator: Nazurah Zulfakir
CGI: Polycat
Post-Production: Chameleon
Client: Vaseline (Unilever)
Global Brand Vice President: Kathleen Dunlop
Senior Global Brand Director: Louis Piereck
Senior Global Brand Manager: Jeet Vijan
Assistant Brand Manager: Hui Shan Bay
Thailand Brand Lead: Ruthaipat Surachaidungthavi
Thailand Brand Manager: Navasinee Maleenont
