Actress Ann Thongprasom is the celebrity in Pfizer’s first corporate commercial in Thailand, aimed at encouraging people to take their parents for health check-ups at least once a year.

The Bt20-million nationwide campaign called "Don't Wait Till It's Too Late", using actress Ann Thongprasom, is aimed at encouraging younger people in particular to take their parents for medical check-ups. The campaign is one of the largest health-promotion campaigns ever conducted by a pharmaceutical company in Thailand, and aims to prompt over 100,000 people to take their parents for medical tests at least once a year.

The campaign's message is expected to reach more than three million people.

In addition to running print, television, radio and cinema advertising, the campaign is offering Bt250,000 in awards to members of the public who write in to describe their personal experiences in taking a family member for a timely check-up which may have helped save a life or prevented the development of a serious medical condition. Three people who write in will be selected to become real-life subjects of Pfizer's new advertisements to promote the campaign.

Manu Sawang-jaeng, country manager for Thailand and Indochina for Pfizer (Thailand), said the campaign would remind people of the need to do more than just ask about the health of their parents.

"Our campaign is aimed at encouraging younger people to take their parents for health checks at least once a year. It is also the global policy of Pfizer to promote health prevention and early treatment," said Manu.

He said Pfizer had asked actress Ann to share her personal experience of taking her parents for regular check-ups, and the company hoped she would be a good role model.

"Khun Ann is a strong example of a good daughter who cares for her mother," said Manu.

According to Manu, serious illnesses such as hypertension, heart disease and diabetes, which creep up on people as they age, often go undetected for a long time and have long-term affects that could be life-threatening or seriously reduce the quality of life of the patient.

He said a recent publication by the United Nations Population Fund revealed that the number of people aged 60 and above in Thailand would increase by almost 50 per cent in only 10 years, and double in 20 years.

Anutra Sinchaipanich, Pfizer Thailand's corporate affairs director, said that as a part of the campaign, the public is invited to send a description of no longer than 500 words by December 5 of any personal experience where a timely medical check-up for a family member may have helped save a life or prevented the development of a serious condition.

Kwanchai Rungfapaisarn

The Nation