EMBRACING INCLUSIVITY

A new campaign featuring 50 unique graphic characters aims to celebrate Thainess and boost the economy

- STORY: SUWITCHA CHAIYONG

To create global recognition and stimulate the economy in both the business sector and tourism in urban areas, the campaign My Pride Thailand was launched recently.

In a collaboration between the Creative Economy Agency (CEA), Creative Industry and Soft Power Institute (CISPI), Federation of Thai Industries (FTI) and Pink Blue Black & Orange (PBB&O), My Pride Thailand presents diversity in uniquely Thai aspects through 50 graphic characters.

The campaign uses bright and varied colours to reflect the concept of “we are all inclusive” and the charm of Thainess. It conveys that everyone is worthwhile, equal and proud of being Thai.

Designing characters requires creativity and visual storytelling which are highly specialised skills. However, My Pride Thailand allows companies from all industries to use these 50 graphic characters in their products, services and activities to provide opportunities for Thai entrepreneurs to benefit. There is a price for using the MY Pride CI (campaign identity), but it is offered at a special deal.

For example, entrepreneurs who use My Pride CI as part of products that have a total commercial value between 50,001 and 500,000 baht will be charged 2,000 baht. Meanwhile, the charge for its use in products with a total commercial value between 500,001 and 1,000,000 baht will be 20,000 baht and 50,000 baht for products with a total commercial value 1,000,001 baht or more.

The campaign My Pride Thailand was launched during Bangkok Pride which celebrates and promotes diversity, equality, and LGBTI rights. Siam Attariya, design director of PBB&O, revealed that My Pride Thailand was developed from a campaign for LGBTI during Pride month.