How to promote the consumption of seasonal vegetables in Thailand
Thai advertising culture never ceases to amaze - and to provide a visual treat far removed from Western communication norms.
Pak Choi is a close relative of Chinese cabbage and looks like a chard. In Asia, the vegetable is grown and consumed on a large scale. The humid warmth of the Asian climate zone provides the ideal basis for growth. But not all year round. As in our latitudes, there are seasonal differences in how naturally and well vegetables grow.
With the help of the Leo Burnett Group Thailand, the Thai Health Promotion Foundation is raising awareness among the population that it is better to buy seasonal vegetables. Vegetables that grow outside the natural growth cycles are often treated with pesticides and other poisons to ensure that they grow as desired.
The connection between poison and season may not be entirely clear - at least from a Western gardener's point of view. Perhaps agriculture in Thailand ticks differently. Communication certainly does. And, after successes last year, is providing refreshing variety with entries at the Epica Awards again this year. "Bok Choi" won gold in the Public Interest - Health & Safety category. And the Thai advertising industry a few new fans.
