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Amy Cheronis

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Bangkok

Thai Health Promotion Foundation and Leo Burnett Thailand Help Country Embrace the ‘New Normal’

The new PSA campaign takes a quirky look at the dos and don’ts of post-lockdown etiquette.

Post-lockdown life presents new challenges, including deciding how quickly we can return to “normal.” As governments ease restrictions, people are becoming less cautious as they return to their prior routines—risking the progress that’s been made in fighting the global pandemic.

In collaboration with the Thai Health Promotion Foundation, Leo Burnett Thailand took a quirky approach to remind Thais to stay safe, practice healthy habits and remain disciplined in social distancing. The result of that collaboration is a short film, “New Normal,” created to help people navigate just that… our new normal.

The film follows a young man as his friends throw him a surprise birthday party. At first, viewers witness the celebration captured in all of its non-social-distancing glory. But after several failures to stay safe and hygienic, the spot demonstrates a re-do of the party—complete with healthy guidelines and hygienic measures.

The result is a surprisingly humorous way to raise awareness of a serious health-related issue. And the lesson is simple: If Thais practice safe, responsible behaviors, the outcome is a lasting “New Normal” that keeps people healthy and safe as society continues to adjust.