UNICEF Thailand – Kin Rai Dee (What’s Good to Eat?)
Advertising Agency : TWF Agency
Creative Director : Ratee Ngarmniyom
Turning Machinery Concerns into Music — and Music into Opportunity.
A data-driven music marketing campaign transforming agricultural worries into wealth.
Case in short :
When nutrition turned from a lecture into a conversation. Turning everyday food choices into everyday change.
Talking about nutrition to Gen Z is tough — health messages often sound like scolding, not care.
UNICEF turned the country’s most common question, “What should we eat?”
into an engaging, youth-led movement that made healthy eating feel fun, personal, and empowering.
Through a bold hero film, interactive quiz, and creator spin-offs,
the campaign reframed food choice as self-choice —
turning one small question into a nationwide conversation about change.
เมื่อเรื่องโภชนาการที่น่าเบื่อ กลายเป็นเรื่องน่าสนุก ที่สร้างการเปลี่ยนแปลงเล็ก ๆ ได้ทุกวัน.
เด็กวัยรุ่นเมินเฉยเรื่องสุขภาพ เพราะคำเตือนฟังดูเหมือน “การบังคับ หรือสั่งสอน” มากกว่า “ความห่วงใย”
ยูนิเซฟจึงเปลี่ยนคำถามง่าย ๆ ที่คนไทยพูดทุกวัน — “กินอะไรดี?” — ให้กลายเป็นบทสนทนาที่เข้าถึงใจ และเข้าใจพฤติกรรมจริงของคนรุ่นใหม่ ด้วยหนังโฆษณาเชิงสัญลักษณ์ ควิซออนไลน์ที่ให้ค้นหานิสัยการกินของตัวเอง
และคอนเทนต์จากเหล่า KOLs ที่เล่าผ่านมุมมองสนุก มีชีวิตชีวา
“กินไรดี” จึงไม่ได้ชวนเลือกแค่อาหาร แต่ชวนเลือก “ชีวิตที่ดีขึ้น” — ในแบบที่วัยรุ่นเลือกเอง.
Challenge
Childhood obesity and unhealthy eating are rising concerns in Thailand. In just 25 years, the rate among children aged 6-14 increased from 6 % to 13 %.
The campaign’s objective: create a nationwide movement that not only raises awareness of nutritional risks among Gen Z and parents, but also provides actionable, relatable ways to choose better foods.
Insight
“Young people don’t tune out because they don’t care — they tune out when we speak the wrong way.”
For Gen Z and their parents, nutrition messages often sound like lectures — distant, restrictive, or even judgmental.
But it’s not that they don’t care about eating well. They just respond to stories that speak their language — ones that are playful, culturally tuned, and let them make their own choices.
This campaign reframed the conversation: instead of asking “What shouldn’t we eat?”,it invited everyone to discover “What’s good to eat?” — turning nutrition advice into something relatable, positive, and empowering.
Idea
Turning a Familiar Question into a Meaningful One.
Every day, Thai people ask the same simple question: “What should we eat?” — a phrase that reflects how food is deeply tied to our culture, family, and joy.
But most of the time, the answer stops at what’s convenient or tempting, not what’s truly good for us.
This campaign redefined that question — shifting from “What should we eat?”
to “What should we eat to be good?”“Good” for the body — meals that nourish and sustain long-term health.
“Good” for the mind — choices that build pride, care, and self-worth.By transforming an everyday question into a mindful one,
we aimed to inspire people to see that a good meal isn’t just about enjoying today —
it’s an investment in a healthier, brighter future.
Execution
Hero Film – “What’s Good to Eat: Paying Today with Tomorrow’s Health”
A 90-second film that visualized the real cost of unhealthy eating.
A teenage boy buys comfort snacks — only to realize he’s paying with his future health.
The same actor plays both the buyer and the cashier, symbolizing that every choice starts within ourselves.
Interactive Quiz – “What’s Good to Eat?”
A fun online quiz that turns self-reflection into action — helping users discover their eating habits and receive personalized tips.
Digital Ecosystem & Spin-Off Activation
KOLs, creators, and publishers joined to extend the story across TikTok, YouTube, and Facebook. Their entertaining content made nutrition feel fun, social, and culturally relevant again.
Hero Film – “What’s Good to Eat: Paying Today with Tomorrow’s Health”
Interactive Quiz – “What’s Good to Eat?”
Digital Ecosystem & Spin-Off Activation
Social media amplification visuals
Collaborations with celebrities and KOLs.
Impact
The campaign ran nationwide from April 2025 targeting Gen Z and parents. UNICEF+1
Sparked conversation and engagement around healthy eating habits among youth audiences and caregivers.
Provided a model of combining scale (national campaign) with relevance (youth-friendly story, actionable guidance).