A new campaign from Thailand is taking a positive approach to raising awareness of children born with a cleft lip or palate; instead of showing emotive images of sad children, it's instead revealing the possibilities that await after surgery.
The campaign, from Listerine, pharmacy chain Watsons and nonprofit Operation Smile, gathered a choir made of kids who have successfully undergone surger, asking them to audition for the process via a TikTok video. Then, agency BBDO Bangkok brought onboard one of the leading music composers in Thailand, Boyd Kosiyabong, to create a special version of his hit song “You’re my breath”.
The music video captures "The Cleft Choir" performing a special version of the song without instruments, using only their voices and their fresh breaths of air. The full version of the music video also included clips of consumers singing along to the song on TikTok.
"It all started with a recruitment ad on TikTok asking Thais to scan the QR code at the end of a video and sing along with the Cleft Choir." explained Thasorn Boonyanate, chief creative officer, BBDO Bangkok. "We wanted anyone to take part in the music video. We then followed up with KV posters to introduce each choir member."