Date: Feb 2022
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Thailand-based Terragro Fertilizer has created signboards for a campaign that it claims will help to reduce heat for Thai rice farmers as they work on their lands.

The campaign, called “Shelter signboards” and created by Wunderman Thompson, acknowledges how more than 4.6 million rice farmers in Thailand work to the bone to satisfy global consumption of rice as Thailand is the world’s third-largest rice exporter.

As the temperature in Thailand’s humid climate can reach up to 44.6°C, it poses a danger to the farmers’ health as they work up to 80 hours a week. There are 38 death cases reported of farmers dying of heatstroke alone annually.

The Shelter Signboard aims to change this as its reflective paint reflects direct sunlight allowing shelter for farmers whilst they work on the fields. Terragro Fertilizer, also known locally as Tra Mongkut, claims this reduces heat from the scorching sun by 3°C - 4°C.

“Thailand is one of the leading rice producers and one of the dominant food-producing countries of the world. Thai farmers play a major role in the agricultural sector which has long been the real backbone of the country,” said Jakkrit Charupong, the product group manager at Tra Mongkut.

“That is why we at Tra Mongkut are committed to providing insights and solutions that will inspire and enable a better living for Thai farmers to achieve a healthier and more sustainable living in Thailand’s agriculture industry.”

20,000 signboards, printed with messages of cheers and appreciation for their hard work, were handed out to farmers nationwide. The Thai government has since joined in to support the campaign by taking this initiative nationwide and focusing more on the health of farmers.


Client Credits: Tra Mongkut

Marketing Director: Preeprem Apinhasamit

Product Group Manager: Jakkrit Charupong

Brand Manager: Kamchai Sartruangsakul

Brand Manager: Napassavorn Chunnapiya

Agency Credits: Wunderman Thompson Thailand

Managing Director: Parattajariya Jalayanateja

Chief Creative Officer: Park Wannasiri

Creative Director: Chatchai Butsabakorn

Art Director: Yannapat Boonkate, Nattanan Sutdee

Copywriter: Kunat Chaengcharat

Managing Partner: Vichien Techabunyat

Group Account Director: Wasna Jirasuradej

Account Manager: Pufah Nuntavisit

Senior Strategic Planner: Wanvanissh Chorepancharoen

Strategic Planner: Siwakorn Seetaraso

Project Manager: Mira Vasukulkasemtorn