C.P. Group enlists Oglivy to launch new sustainability campaign

Thai conglomerate C.P. Group has partnered with ad firm Oglivy to devise a campaign under the title “No One Is Too Small to Make A Change”, spearheaded by an inspirational online film called The Girl with the Whale. According to a press statement, the campaign’s video has received more than 1,000,000 views and multitude of positive comments to date.

In line with C.P. Group’s corporate mission to drive Thai society towards real sustainability, this campaign addresses the environmental problems that pose a real danger for human lives and the world we live in. In Thailand alone, there are as high as two million tons of plastic waste produced every year, causing great loss in the marine ecosystem.

C.P. Group’s belief that this planet is like the biggest chain of life - what happens to a single life will have an impact on another and so forth, has been crucial in developing the video. It has initiated several projects to promote sustainability, including "Zero Waste and Zero Carbon" - limiting waste production and carbon emission from its premises to 0% by 2030.

“No One Is Too Small to Make A Change’ is its latest endeavour to create the ripple effect in the society by speeding up people’s engagement to save the nature and using innovations to solve the problems and improve quality of life. C.P. Group believes that preserving the environment is not any one man’s responsibility. Everyone can make a change if they truly want to, starting one small step at a time.

Panu Meepaibul, creative director at Ogilvy Thailand said that this campaign was aimed at Thai people who generally had higher levels of environmental awareness than before, but were unsure of ways to solve the problem, and if they could really make a change by themselves.

“We decided to tell the story through the lens of a young girl and her family on their journey to tackle the plastic waste problem in their own small but meaningful way, from the day the girl was aware of the issue and the impact it has on the planet, to when she figured out how to take part in fixing it, until the day she truly made a change. We want to tell everyone out there that no matter who you are, your voice and your action have enough power to change the world for the better”, Meepaibul added.

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