Singha Corporation Co., Ltd. leading by Singha Drinking Water in collaboration with The Mirror Foundation is to launch ” Return Heart to Home – Restoring Mother’s heart ” campaign by remaking new special limited edition label for drinking water bottle in order to help finding missing children for 5 years and promoting the importance of child missing problem nowadays, alternative ways to giving back to society.
Thus the 5 selected missing children that has been chosen to place on new label bottle are considered as the most difficult cases at The Mirror Foundation. It took 6 years to 17 years to solve, even though there are numbers of media and tools that been used for tracking but yet has not been found. Therefore, using the media that can be reached massively and directing to consumers are one of the key factors to increase the opportunity to find missing children.
With this campaign, ‘Singha Drinking Water’ has utilized its brand strength which is the ability to reach consumers in a wide range and considered as an effective communication tool with product distribution that cover all the region in Thailand. Combining with the use of drinking water label as a creative display space for helping to find missing children to return back to their parents. The company also expects to see consumers help spreading the words by posting new Singha Drinking Water label on social media to resonate the message in the society and be part of finding these 5 missing children.
Mr. Bhurit Bhirombhakdi, Chief Executive, Boonrawd Trading Co., Ltd. is the owner of this creative campaign concept, revealed that “The child missing problem is another social problem that has always happened. I have a great sympathy and can realize how much those parents are suffering when they lost their beloved children. Every occasion I hear about this problem, I ask myself what could we do to solve this problem. One day, I realized that why don’t we use our Singha Drinking Water label as a communication tool that helps missing children tracking procedure. Then we instantly contact ‘The Mirror Foundation’ to initiate this campaign together, which eventually comes to the ‘Return Heart to Home – Restoring Mother’s heart’ campaign. ”
Mr. Eakalak Loomchomkhae – Director of Missing Person Center, The Mirror Foundation reiterated that the ‘Return Heart to Home – Restoring Mother’s heart’ campaign by Singha Drinking Water is another social cooperation that will help returning missing children back to their families. Due to the fact that these 5 children are the most difficult finding cases, and not yet to be found while using various type of media outlets.
“Using the Singha Drinking Water label” as a tool to help find missing children is a new way of communication tool that has high level of accessing to people and this could be our new hope. Because these labels are distributing across the country with Singha Drinking Water and also encouraging society to be part of this finding mission which everyone can be a part of. Also this is to rise the protection for all missing children to be safe and to restore mother’s heart back home.”
In addition to remaking the new special label on Singha Drinking Water packaging, the company is also launching a video clip representing the real-life story of Mr. Chaiyapha Danguagoon’s family (Nong Ten) who went missing at the age of 11 years old, until the present he is now 24 years old. This story is to be published on social media as well to synergize both online and offline media platforms to be more precise and increase efficiency. Plus the company also deploys every media channels including the Intranet system for employees, more than 50 affiliate companies, and distribution partners across the country to help spread the words through different media such as Digital signage, LED media, Local cable media and poster banners etc. These media tools not only create public awareness on missing children problem, but also the way to rise the child protection while promoting child lost prevention.
Each year, the success rate of tracking and children found is around 90% but at the same time there are more than 5 years of lost children, and about 1% of them are not found yet. Hence, Singha Drinking Water would like to be part of finding lost children assistance to bring a special gift back to mothers on this Mother’s day.
The statistics of child missing aged between 0 – 18 years old (referring the data from The Mirror Foundation) are as followed: In 2016, the total number of missing children is 418, has been found 387 (92.58%). In 2017, the total number of missing children is 403, has been found 365 (90%). In 2018, the total number of missing children is 309, has been found 265 (85.76%). In 2019 (referring statistic as of July), the total number of missing children is 153, has been found 124 (81.06%).
Singha Drinking Water with special label on finding missing children edition will be distributed and sold in the size of 600 ml and 750 ml only, due to the fact that these 2 size of bottles are the most popular and convenience size among consumers. The company expects to produce more 20 million bottles to cover all distribution channels including tradition trade store, modern trade store, and leading convenience stores nationwide. The product will be available in market from August to September 2019.
The list of 5 missing children information :
1. Mr.Chaiyaphas Danguagoon (Nong Ten)
Age when missing: 11 years old
Current age: 24 years old
Missing from: the house at Krathum Baen district, Samut Sakhon province
Anatomy of missing person: moles on the left wrist, scar on the tail of right eyebrow
2. Mr. Naradon Yeannuwong (Nong Oat)
Age when missing: 8 years old
Current age: 25 years old
Missing from: the house at Krathum Baen district, Samut Sakhon province
Anatomy of missing person: scar on the right eyebrow
3. Ms. Chirapat Thongchum (Nong Gegee)
Age when missing: 9 years old
Current age: 17 years old
Missing from: nearby gas station in Kaeng Khoi district, Saraburi province
4. Ms.Benyarat Wongprachan (Nong Ploy)
Age when missing: 4 years old
Current age: 17 years old
Missing from: nearby local Khlong Luang market at Pathum Thani province
Anatomy of missing person: scar under the left armpit
5. Mr. Dechawat Yator (Nong Jed)
Age when missing: 12 years old
Current age: 17 years old
Missing from: the house at Tambon Muang Chet Ton, Ban Khok district, Uttaradit province