Thailand grapples with the highest burn-related mortality rate in Southeast Asia, shining a spotlight on the critical scarcity of skin donations, as revealed by alarming 2022 … read morestatistics. Enter the unexpected hero in this narrative, Vaseline. Embracing its timeless mission of providing healthy skin for all since 1870, Vaseline teamed up with Ogilvy Singapore to respond to a literal “call for help” initiated by The Thai Red Cross. The lack of awareness prompted a plea in Thailand’s leading newspaper, seeking support for burn victims through skin donations. In a bold move to emphasize the urgency of the situation, Vaseline forged an unconventional alliance with gamers, a community intimately familiar with the value of ‘SKIN’ in their virtual realms. Harnessing the concept of in-game skins, which possess tangible value and tradability, Vaseline introduces “Skins for Skin.” With a combined gamer audience of 10 million, these enthusiasts selflessly contributed their in- game skins to mirror the scarcity faced by burn victims. The movement gained momentum through a compelling digital film, garnering 18 million views, and an exclusive run of 500,000 Vaseline Jars, available at participating 7/11 stores. All proceeds from these limited editions will be donated to The Thai Red Cross. In a remarkable achievement within a month of launch, the “Skins for Skin” campaign successfully boosted the likelihood of future skin donations by 17%, potentially creating over 2 million new skin donors in Thailand. Ogilvy Singapore, alongside Vaseline, celebrates this gaming-inspired initiative as a groundbreaking step towards addressing Thailand’s critical skin shortage and championing the cause of burn victims.
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