ThaiNGO

1. Background of the Dear Consumers Campaign

The “Consumers and Retailers Driving Sustainable Food Market in Thailand in the Seafood, Chicken and Banana Supply Chains” Project is supported by the European Union under its SWITCH Asia II Programme. This project runs from 1 January 2018 – 31 December 2021, with the aim to drive transformation of food market in Thailand towards becoming more environmentally sustainable, socially responsible, and caring for consumer welfare.

The specific objective is for the urban consumers and retailers in Thailand to drive the development of a food market system that increases sustainable food consumption, particularly in the seafood, chicken and banana/orange supply chains. It consists of 4 work components:

The Dear Consumers, originally known as Dear Supermarkets, campaign holds together the key works and activities to deliver the Result 1. It aims to have women and men urban consumers in the target cities and online platforms increasingly demand target food products that meet sustainable and equitable sourcing standards from retailers. The campaign directly engages with stakeholders and the groups of public consumers themselves for the purpose of raising the awareness and mobilizing the movement and actions to make or contribute to changes. Since the official launch of the campaign in July 2018, the campaign has continued working and promoting to raise more consumer awareness. Since then, press conferences have been organized to release the results of scorecard assessment of top Thailand’s supermarkets in social policy. The campaign continues to work with Change.org to support the active citizens as consumers on the petition calling on supermarkets to source and sell “good food” that does not take advantage of anyone involved in the supply chains. Simultaneously, the online communication platform is on Facebook page @DearConsumers.

2. Campaign Milestone Events for 2020

Event 1: Orange Spike

Date: Late October 2020

Location: Central World

Brief description:

As one of the campaign activities, ‘spike’ is defined as a creative and/or provocative action to pinpoint the issues raised in general campaign. Each year has a different spike theme. For 2020, orange is the selected food commodity to showcase the concerned issues in the food supply chain in Thailand, all in terms of consumer safety and environmental sustainability.

This event will showcase the problems that are caused by the orange supply chain in Thailand.  It will raise the awareness of the public, as well as encourage them to take actions for changes.

Key activities in the event:

1. Install an iconic orange as an educative photo landmark
2. Launch an awareness-raising video
3. Launch spike action with the audience
4. Hold a panel discussion with stakeholders in the orange supply chain
5. Organize on-ground activities on a side
6. Invite the members of general public/audience to sign the Change.org petition
7. Promote the event off-sight (real time and within the mall)
8. Interview 20 members of general public/audience on their experience of orange consumption
9. Launch an online campaign (i.e. photo hashtag)

[For more specific details, please see below in Section 3: Services and Deliverables]

Event 2: Scorecard Results Launch

Date: Late November 2020

Location: FCCT

Brief description:

A scorecard is one of the key tools used in the Dear Supermarkets/Dear Consumers campaigns around the world. It is an overview of the performance of the supermarkets in respective countries. Every year, the supermarkets are scored, having their written policies observed in each area with clear indicators. The results then will be shared with the media, the general public and the supermarkets themselves.

In the assessment launch event, the Dear Consumers campaign aims to engage with the retailers creatively and productively. We will encourage the supermarkets to revise and further include the benefits of the workers/producers, consumers and environment in their policies, referring to the results of the scorecard.

Key activities in the event:

1. Develop a creative knowledge material to introduce the scorecard to the public
2. Launch the results of the scorecard (assessed for 2020)
3. Invite the members of general public/audience to sign the Change.org petition
4. Invite the public consumers to write a collective letter or messages to the supermarkets
5. Engage with micro influencers who will be integrating the campaign messages in relation to the scorecard into their contents
6. Launch a fun and educative game on social media platforms
7. Launch an online campaign (i.e. photo hashtag)

[For more specific details, please see below in Section 3: Services and Deliverables]

3. Services and Deliverables

Event 1: Orange Spike

Event 2: Scorecard Results Launch

4. Duration

The provision of the services is to commence on 21 September 2020 and end on 4 December 2020, unless this Agreement is terminated early in accordance with the terms of this Agreement.

Point of Contact

The agency can directly report and submit the deliverables to: Thanita Wongprasert (Campaign Officer) at twongprasert@oxfam.org.uk