Thailand – The National Blood Centre and Thai Red Cross Society are inspiring a new generation of blood donors through an emotion-driven blood donation campaign. The new public service campaign was developed in partnership with SuthisakStudio, the Advertising Association of Thailand (AAT), and the Marketing Association of Thailand (MAT).
Seeking to spark social action amongst Gen Z, the ‘Blood Connect’ campaign is harnessing emotional storytelling and creativity to inspire a generation believed to be a powerful force. Through a two-minute film, the campaign encourages sustained blood donation for Gen Z, sparking a cultural shift towards regular contributions.
The campaign is in response to the national demand for blood, while less than 3% of Thailand’s population donates.
The film’s narrative centres on Ek, a rebellious high school student, and Witthaya, a strict teacher. Their strained relationship undergoes change when Witthaya becomes critically ill and requires an urgent transfusion of a rare blood type. Ek and his friends unexpectedly step forward to donate, illustrating how blood can connect people.
Alongside the film, the ‘Blood Connect’ campaign will feature a series of videos starring prominent Thai public figures, including Dr. Wit Sittivaekin, Kongthap Peak, Oom Eisaya, and Win Metawin. These additional elements aim to amplify awareness and motivate young people across various platforms to donate blood.
Suthisak Sucharittanonta, creative lead and director, said, “The original brief—‘Blood Connect’—was already strong, but I wanted to dig deeper to find meaning that truly resonates. That’s where the idea ‘Blood Connects Us in Unexpected Ways’ came from. It became the emotional core of the film. We employed cinematic storytelling techniques—symbolic visuals, stylised cinematography, meticulous editing, and immersive atmosphere—to engage viewers from start to finish. The goal was to move people, not just inform them.”
Rati Panthawi, president of the Advertising Association of Thailand, commented, “We believe that great creativity has the power to create real change. Everyone involved shares a belief in the potential of younger generations to drive meaningful transformation. To engage Gen Z effectively, we need fresh storytelling formats and channels.”
