ABOUT

Heavy drinking is one of the major social problems in Thailand, and Thai Health Foundation has been doing an annual campaign for many years to combat the issue. The latest study has shown that most of the heavy drinkers had actually tried to quit, but they often lost their will when they felt that their efforts were unappreciated by their families. Using this particular insight, the 2014 anti-drinking campaign changed the focus from just addressing the drinkers to addressing the families as well.

As a part of the overall campaign, we have rewritten Thailand's most famous sports' anthem into an anthem that communicates the purpose of the campaign. Actual villagers from targeted areas were recruited to perform the anthem for the music video.

The original song 'Sports Anthem' describes the merit of sports. Its hook "Sports is a magical medicine turning men into men" is one of the most well-known phrases in Thai languages. Because of that, our version changes the topic of sports to the merit of families' supports. The hook is now "Son, daughter, wife, mother are magical medicines turning drinkers back to men". The rest of the lyrics encourages the families to show daily supports helping the drinkers through the tough dry period.

The music video has achieved a minor viral status in Thailand. The song itself is now often featured in village activities across the countries.