Eight of Thailand‘s brightest celebrities joined the NAMJAI FOR REFUGEES campaign to call for support from the Thai citizens through their artwork / Photo: (C)UNHCR.
A three-tiered campaign used celebrity voices to call on Thai generosity, and increased solidarity and hospitality for refugees in Thailand.
Despite being known around the world for their generosity, Thai people have not had the opportunity to lend their hands to refugees in the country. The low awareness of refugees and confusion between refugees and economic migrants have prevented Thai people from being involved. The UN Refugee Agency has tailored the first campaign in the country which resonates with local value to bring refugees closer to Thai people.
The Namjai for Refugees campaign was created to acquire new donors, supporters and raise positive awareness. “Namjai”, which means generosity in Thai, appeals to this innate Thai trait, using positive re-enforcement to create empathy and calls for action with celebrity endorsements. The objective of the campaign was to build awareness, enhance brand perceptions and generate donations and support. The people at the heart of the campaign are the refugees who have been living in Thailand for over 30 years in nine refugee camps along the Thai-Myanmar border.
“’Namjai’, which means generosity in Thai, appeals to this innate Thai trait, using positive re-enforcement to create empathy and calls for action with celebrity endorsements.”
After execution, Namjai for Refugees raised US$206,000 through 150,000 new supporters and 1,750 recurring donors for UNHCR’s operation in Thailand.
The innovative campaign was divided into three phases: awareness, engage and sustain. Each came with a well-planned television and print strategy to maximise coverage of the campaign videos, celebrity endorsements and events.