From elder Toon to Tono: analyze celebrity phenomena and exercise for society
During the past 2-3 years, our society has been extremely alert. From a different stride project initiated by Toon-Atiwara Which has a donation of more than 1,300 million baht
This year, there is another celebrity from the entertainment industry "Tono" Pakin Khamwilaisak. Singer-actor who popped the campaign "ONE MAN AND THE SEA / Many people ... many help" to raise money to buy equipment Medical tools Bestowed to a coastal hospital In helping marine animals
Even Tono's project Must have a break After swimming through 9 islands for a distance of 27 kilometers between 19-24 March, because the government announced the Emergency Decree to deal with the situation of the epidemic of Covid- 19 in Thailand.
But this is considered another project that has received the attention of people in the society. Through exercise like running and swimming to help the society By famous people
What factors did the Toon and Tono projects, including other famous people? Can raise a lot of donations from people Until becoming a social phenomenon in which people have turned to be aware of medical and environmental problems
Influence of fame
Must admit that The fame of both people Is what drives and attracts people in the wider society Turned their attention to their project
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Because in Thailand there are many foundations and non-profit organizations Established to help society And do activities for the public benefit But sometimes those projects Can not reach many people Due to various limitations
On the first day, Toon-Artiwara Khongmalai announced that he would run a mission from Bangkok. To Bang Saphan District, Prachuap Khiri Khan Province, with a distance of 400 kilometers to raise funds from Thai people Bring to buy medical equipment and give to Bang Saphan Hospital, Bang Saphan Noi Hospital And donated a portion of the money to the Tambon Health Promotion Hospital (Bang Raphan), Bang Saphan District, to use to take care of bedside patients.
People in the society are interested. And awake with what Frontman from the band "Body Slam" was doing until it became a social trend In forwarding project information And on the day that this project progresses Mass in the area Stood out on both sides of the road in the distance that "Toon Atthawarah" ran through
Meanwhile, followers on Facebook Live of the Kao Project helped each other to donate SMS and to encourage " Phi Toon " (a word that people commonly call) to complete this mission until the end of the Kao Kao Project. 85 million baht
After the Toon Body Slam's milestone project was very successful There are people in the entertainment industry Famous others Project sprang out to help the local.
Such as "Chate Smile Buffalo" that runs out to Wat Phra Bat Nam Phu Lopburi province, "Chaturong Photharam" that came out to help run the Photharam Hospital Ratchaburi Province, "Kong Huay Rai", which runs 153 kilometers of cycling, accepting donations for hospitals in Sakon Nakhon
What happened in line with Research results "The model of trust that influences participation in charitable fundraising projects" by Aphichat Kanaratattanawong, which states that the influence that influences the trust of people to donate The most variable variable is the matter. "Personal reputation" is a variable that is more valuable than transparency and "communication"
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Especially when looking at the general Thai nationality Towards famous people from the entertainment industry These celebrities are often seen as a group of people with good incomes. Social honorableness Don't have to work very hard
When someone like Toon-Body Slam That everyone knows him well As the lead singer of a highly successful band Get up and do something difficult. And challenge the physical limits In which he is not an athlete like running from the southernmost to the north In order to use the revenue to buy medical equipment
Or, as in the case of "Tono Phakin", decided to swim at a distance of 82 kilometers from Lom Sak district Surat Thani Province To koh samui To help the animals Naturally is interesting because both the investors bear the physical risks And do not return the profit in return for the money figure Like when performing dramas or singing songs
Things that Toon, such as Warah and Tono Phakin, launch a social campaign. Therefore resulting in an impact More easily than ordinary people Do the same activity For example, in the case of "Teacher Nat-Natthawat Rojsutthi" who has done the "Million Step Million Heart" project for Thong Pha Phum Hospital Even though the donation has exceeded the target of more than 3 million baht, it has to be invested by running a donation of up to 300 kilometers.
Everyone is a part.
"Very kind. So kind. Thank you." The voice of Toon Body Slam in the documentary movie "2,215 Believe Madness Stepped" is told through pictures of real events while Athawara is running through a crowd on both sides waiting for Encouragement And donate money Although some people will prepare a little money.
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The second most important factor is reputation. That made Toon's projects such as Wara, Chet Smile Buffalo, Chaturong Photharam, Kong Huay Rai and Tono Pakin receiving good response from people in the society. That is to have open to People have a feeling of being part and being part.
For example, in the second phase of Toon's project, such as Warawara, there is an opening for donations. Both from people from both sides, transfer into account And donations via SMS under the concept Donations from Thai people across Thailand are 10 baht per person (70 million people) in order to raise funds to reach the target of 700 million baht. Donated to 11 hospital centers nationwide.
Athiwara emphasizes everyone to participate Rather than hoping for a large sum of money from the private sector Or wealthy people By communicating that Everyone can be part of this donation. Even though it was only 10 baht from a little boy who stood to wait for Toon's Body Slam, he would not deny his participation in social activities. Or think that this amount is impaired
The same principle Be used with the project Tono Phakin's "One person swimming ... many people help" even though he can't meet people along the way like the rush of Toon and other famous artists. Because having to swim in the sea
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But this project Choose to use the method of receiving SMS donations of 25 baht per time and transferring to the account. The Rural Reconstruction Foundation of Thailand For the TRRM FOR TAEJAI project as a way for everyone to Can participate in non-profit projects
Especially In the case of the project, a different step is considered a social phenomenon that has never happened before. In raising funds from the public and private sectors, until receiving a billion baht donation
All of which could never happen Without the relationship and participation of project developers and people in society That is involved And interaction To create mutual value
Communication and transparency
However, just the celebrity of the celebrity. May not be enough to Fund-raising projects for charities and society Received very good feedback in place of
Because the important thing that connects between Famous person With a broad audience of target groups that is good communication
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The One Step One Step Project Promoted and fully publicized Especially in Phase 2 that runs from the southernmost point to the actual distance of 2,215 kilometers.
The project is continuously publicized periodically, together with the success of the project at different stages. The first phase gives people confidence. And monitor the movement continuously
Each team has a live team, a speaker and the website Kaokonlakao.com. That presents information And recent donation figures for the general public to know and feel that Their money will be used according to the spirit of the project. Transparent, credible, verifiable
Including the personal Instagram of both Toon, such as Warah and Tono Pakin, all using this method In public relations, telling, communicating with people through this channel While doing social missions
On the other hand, if a project from celebrities Lack of communication And good public relations Will make people hesitate Or difficult to access Until may affect the donation amount which should be reduced Compared to projects that are clear And good communication
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Another advantage of Famous person Especially from the entertainment industry In the rise of these activities Is that they There is the art of communication. And able to convey his intentions into words
Make people in general Can understand the purpose Being aware of problems To inspiring someone Turn to exercise Which are all by-products, aside from donating money
All of the above factors Therefore are all components that show that Why do social projects From famous people Therefore creating an impact To creating awareness Makes people think about the problems that occur around us very well
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Even their methods May not be able to help these problems permanently disappear from society. But at least because they use the influence of being Famous person In coming out to do the campaign That requires both physical power Enormous power To communicate something to people and society are all admirable things.
And it would be better If we understand their intentions Wanting to run "In order for people in the society to turn to look after themselves Be healthier, healthier, without illness " and swimming " for people to turn to preserve nature And does not harm the environment. " In addition to donations And let those problems be solved by the destination
"I see it as a matter of circuits. Land waste, when burned, turns into PM2.5, enough waste into the water Break down into micro-plastic. The animals are eaten. We eat those junk animals back in our stomach. We get sick. We die faster, have more diseases. "
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"Swimming in oil is just a link. That will make everyone turn to hear that How important is the sea? How important are ecosystems? How much sea creatures are affected? How much were affected? From things that we don't seriously help each other "
"If we only think that What is the best What is the most suitable thing While we thought As we argue The animals die every day. Children breathe the air into the poison every day. So anyone who can do anything can do it. Help each other, " Tono Phakin said.
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