The next milestone is to hit the 10-million mark so that a sum of Bt1 billion can be offered to the King for use in royal charity projects, since the private sector

will not deduct any expenses from the proceeds of the wristband sales.

Inspired by the wristband campaign of cyclist Lance Armstrong following his battle with cancer, Vichai launched a campaign last year for the Thai public to wear yellow wristbands as a gesture of respect to the King. Yellow is the colour associated with Monday, the day His Majesty was born.

Vichai initially hoped to sell only one million wristbands bearing individual serial numbers and the message "We Love HM the King", but the demand was so strong that the first million sold out in a matter of two days. With the demand unrelenting, Vichai had to continue supporting further production of the synthetic rubber wristbands, whose popularity surged in June ahead of the grand celebrations of the 60th anniversary of HM the King's accession to the throne.

A recent survey found that 62 per cent of Bangkok residents wear the wristbands, the highest percentage in the country, followed by residents of the Central South, North and Northeast regions respectively.

Vichai says he will spend Bt20 million over the next three weeks on a public relations campaign on national TV networks to encourage more Thais to wear the wristbands to mark the King's birthday on December 5.

The new message will also encourage people who do not have a wristband yet to save up small amounts to buy one. Vichai believes the wristband project is a good way to show respect to His Majesty, since so many Thais around the country have taken to wearing them.

With the unprecedented polarisation in Thai politics prior to the September 19 coup that overthrew the government of Thaksin Shinawatra, the yellow wristbands have also become a powerful symbol of national solidarity that

is easy to display in public, as

Thais do not wish to see the country further divided politically.

These wristbands are similar in colour and appearance to those initiated by Lance Armstrong in 1997 after the seven-time Tour de France champion won his battle with cancer. According to Armstrong's official website, he set up a foundation to provide counselling and emotional support for cancer victims and their families. The foundation also gives financial, legal and insurance assistance as well as matching patients to clinical trials, using the proceeds from the sales of the wristbands.

Sportswear giant Nike then started the related "Livestrong" campaign with a US$1-million (Bt36.5 million) donation, and more than 45 million wristbands have been sold so far.

Both adults and youngsters wear the Lance Armstrong wristbands as a fashionable, must-have accessory. Printed with the word "LIVESTRONG", they spread the cyclist's message of hope and benevolence, empowering and encouraging cancer sufferers to

not give up and to fight with all they've got.

Armstrong's ingenuity motivated Vichai to adapt the idea in the Thai context.

It has worked well so far and he hopes every Thai will be wearing yellow wristbands as well as yellow shirts on December 5 to show that they champion the cause of national unity, which is badly needed at this juncture.

 Nophakhun Limsamarnphun

 nop1122@yahoo.com