Company: UNICEF Thailand, Bangkok, Bangkok
Company Description: UNICEF Thailand works to improve the lives of all children in Thailand and beyond. When we began our work in 1948, we focused on children’s health, nutrition and sanitation by fighting life-threatening diseases and providing clean drinking water, safe sanitation, corn-soy milk and iodized salt. Now, UNICEF supports the design and implementation of laws and policies for child rights and well-being.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Non-Profit
 Nomination Title: #CautionFirst – campaigning against online abuse of children in Thailand
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
7th November 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 248 words used.
In 2022, UNICEF’s groundbreaking Disrupting Harm report found 94% of Thailand's 12–17-year-olds were internet users and—shockingly—9% had been victims of online exploitation and abuse. In addition, 11% of children aged 9-18 reported experiencing harassment and sexualized comments online.
Simultaneously, reports of child abuse content originating from Thailand and circulating internationally were rising: 589,000 cases were reported to the US National Centre for Missing and Exploited Children in 2021 alone. Troublingly, 1 in 4 children aged 9-18 self-generated sexual images, a grave exploitation risk.
The urgent need to raise awareness of risks, promote safe practices and focus Government attention on the need for stronger legal protections led to UNICEF Thailand devising and launching its groundbreaking #CautionFirst campaign.
The campaign needed to play a transformative role in raising awareness among children, youth and parents around online risks. It was designed to equip children and young people with knowledge about online sexual abuse, grooming, and sextortion, empowering them to safeguard their well-being online.
However, tackling such a vast problem requires society-wide action, and couldn’t be left to children and parents alone. The campaign was therefore co-developed with the Thailand Safe Internet Coalition of 34 partners including UNICEF, local nonprofits, government bodies and private sector businesses. All needed to unite, collaborate and pool resources and expertise in the efforts to create a safer future.
The campaign was also integrated with UNICEF Thailand's broader national child protection advocacy strategy, seeking deeper commitment to child protection at a national level, alongside strengthened legislation.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
It was essential that the campaign resonated with young people in the digital spaces where they are most active. Multiple social media channels were therefore targeted, with video prioritised as the most engaging form of content. Young Thais directly collaborated on the campaign’s creative direction, shaping content with their real-life experiences and insights, thus ensuring that messaging was relevant and engaging and “spoke to” the audience. Targets were developed with online engagement as the key indicator of success.
To achieve the targets, it was important the content didn’t appear solemn or censorious or it would be tuned out. All videos and social media content were therefore bold and innovative, often breaking with the more formal or educational style sometimes associated with UNICEF. Examples included short, pacy videos which featured a twist and used split-screens to highlight how people online lie about their identity. The campaign also used multiple interactive elements across all social media platforms, from teaser videos to online quizzes.
The content delivered positive practical advice alongside its warnings, with guidance on safe sharing, consent, and how to report abusive content—empowering children/youth to stay safe online.
UNICEF worked with key stakeholders through the Safe Thailand Internet Coalition, Government and commercial partners contributed content tailored for their own audiences. By collaborating, impact was maximised.
Influencers and traditional media partners were enlisted as key partners in ensuring the message was spread to as many people as possible, whether through personalised posts by famous young Thais or features in major media.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 249 words used.
The campaign's primary goal was creating public awareness to educate young people on online risks, and mobilise the Government into further action protecting children online. It performed exceptionally across traditional/social media, surpassing targets—sometimes by a factor of twenty.
Target: reach 10 million. Campaign reached 27+ million, a third of the population.
Target: engagement rate of 5% on content. Campaign generated 2.2+ million engagements with engagement rate of 8%, with 7,000+ shares .
Target: 1.5 million views. Campaign achieved 24+ million video views.
Target: 10,000 unique pageviews. Campaign achieved 119,000+ unique pageviews.
The campaign was successful in winning support from the Government, backed by key ministries including the Ministry of Social Development and Human Security. The Minister's commitment was evident through him recording a video message, emphasizing the need to protect children and ensure child-friendly support for survivors.
The campaign reinforced UNICEF's pre-existing child protection strategy and ongoing efforts to make online safety a national priority. The Department of Children and Youth is now working with UNICEF support on a National Action Plan for Child Protection. The campaign highlighted the critical need to safeguard children from online threats, contributing to ongoing efforts to strengthen laws protecting children. Grooming, previously lacking legal grounds for prosecution, will be punishable by law with the proposed changes.
Finally, the Government now officially recognises an annual, national Safer Internet Day, publicly recognising this issue’s importance and the need for immediate, ongoing action. This is a platform for further change and campaigning.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 131 words used.
The campaign flagship video demonstrates the creativity of the campaign and its unique and compelling appeal to Thai youth: https://youtube.com/shorts/SlTdazMkhhU
The Royal Thai Government Minister’s video message illustrates how the team managed to secure the support of national decision-makers: https://vt.tiktok.com/ZSFCTB1HU/
On ground activity with volunteers & youth for Thailand Safer Internet Day demonstrates the key role youth played in the campaign: https://vt.tiktok.com/ZSFXRqsA8/
The interactive video quiz demonstrates innovation and creativity across all content, and the efforts taken to secure engagement: https://www.videoask.com/ffo6q5env
This press release shows how the campaign was launched and secured extensive coverage in Thai media: https://www.unicef.org/thailand/press-releases/unicef-msdhs-thailand-safe-internet-coalition-campaign-warns-children-think-twice
Bangkok Post provided as an English language example of media coverage secured during the campaign: https://www.bangkokpost.com/life/social-and-lifestyle/2776699/empowering-the-next-generation-of-digital-defenders
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