Egco uses television ads to boost caring image

Senior vice president for corporate communications Wuthichai Sithipreedanant yesterday said the campaign with three segments was being aired on free-TV and Skytrain channels.

The first segment was shown last month and cost Egco Bt20 million on airtime billings.

Egco began CSR activities a decade back, Wuthichai said, with most of its activities trying to involve teenagers. But this

is the first time it has employed TV commercials to reach youths.

"We want to deliver a mess-age to teens, who are the future

of the country, to realise the

scope of environmental problems," he said. "Our goal is to get them to speak out about such problems and how they affect lives."

TBWA Thailand created the commercials, of which Egco will launch the second segment in mid-August.

The company plans to organise special events, such as "Forest: The Circle of Life", with high-school and university students participating.

Egco Group Green Blood will be a centre for students wanting to run their own campaigns. It also has a budget for child projects.

Wuthichai said the company had allocated Bt30 million for CSR activities this year.