The government has unveiled the controversial "12 Core Values for Thais" sticker set for the mobile phone Line chat app on Monday.
The free set, a joint project of three ministries, can be downloaded from Dec 30 this year to Jan 28, 2015.
The agencies in charge of the project are the Information and Communication Technology Ministry, Science and Technology Ministry and Culture Ministry.
Earlier, the project was criticised due to its high cost of 7.12 million baht.
Although the fee is what Line normally charges its corporate customers for launching free stickers, critics question the cost effectiveness of the project.
Companies are willing to pay the high fee for the stickers to connect with customers and boost their brands but the government has no such needs, especially when state coffers are running low, critics say.
From January to September this year, Thai companies launched 63 free set of stickers for the purpose.
The 12 Thai Values are:
1. Upholding of the three main pillars of the country: the nation, the religion, and the monarchy;
2. Honesty, sacrifice, and patience with positive attitude for the interest of the public;
3. Filial piety towards parents, guardians and teachers;
4. Seeking of direct and indirect knowledge and education;
5. Preservation of Thai traditions and cultures;
6. Morality, integrity, considerateness, generosity, and sharing;
7. Understanding and learning of true democratic ideals with His Majesty the King as Head of State;
8. Maintaining of discipline, respectfulness of laws and the elderly;
9. Being conscious and mindful of action in line with His Majesty’s the King’s royal statements;
10. Applying His Majesty the King’s sufficiency economy, saving money for time of need, being moderate with surplus for sharing or expansion of business while having good immunity;
11. Keeping physical and mental strength, unyielding to the evil power or desires, having sense of shame over guilt and sins in accordance with the religious principles;
12. Putting the public and national interest before one’s own