Thai Red Cross + VML launch new organ donation campaign with CP Group and True Corporation

This Songkran, begin the Thai New Year with a powerful act of giving. The Organ Donation Center of the Thai Red Cross Society—led by Director Dr. Wisit Thitawat—has partnered with the Thai Red Cross Eye Bank, under the leadership of Associate Professor Dr. Lalida Priyakanok, to continue the “Let Them See Love 2025” campaign. They joined forces with Charoen Pokphand Group and True Corporation, represented by Ms. Rungfa Kiatipoj, Executive for Special Projects at Charoen Pokphand Group and Head of Brand Communication at True Corporation Plc, along with VML Thailand.

Together, they launched a new advertisement film titled “Thank You, Giver.”
The film captures heartfelt hugs as symbols of profound gratitude for the life-changing gift of organ and eye donation. It underscores the critical role families play, as they are often the ones who give final consent for donation when a loved one is declared brain-dead. The campaign encourages people to register as donors—both during their lifetime and posthumously—to help extend the lives of those waiting for a second chance. The event took place at True Digital Park.

For the past 19 years, Charoen Pokphand Group and True Corporation have worked closely with the Thai Red Cross Society to promote the “Let Them See Love” campaign. This long-standing collaboration reflects their shared commitment to sustainable development—economically, socially, and environmentally. A key focus has been improving quality of life by consistently advocating for organ and eye donation.

This year, in collaboration with leading advertising agency VML Thailand, they produced the moving short film “Thank You, Giver.” Based on a true story, the film tells of a mother who made the courageous decision to donate her late daughter’s organs and eyes after she was declared brain-dead. Although donors and recipients may never meet, the film shows that the gratitude for such selfless acts can still be deeply felt—sometimes expressed through nothing more than a powerful, meaningful hug.

As the upcoming Songkran Festival approaches, it presents a meaningful opportunity for Thai people to begin the New Year with the spirit of giving. The public and families are encouraged to take part in the “Let Them See Love” campaign by considering registering their intent to donate organs and eyes. This is one of the most profound acts of merit—because every act of giving is a chance to save a life, and every decision made from the heart by those left behind is a priceless gift to someone still waiting for the chance to truly live again.

VML Thailand, entrusted as the creative force behind this year’s campaign, developed the emotionally resonant “Organ Hug” concept aimed at encouraging families of those with brain death to consider organ and eye donation. The agency crafted a touching narrative based on the true story of Mrs. Wanpen Tibjah, who made the profound decision to donate her daughter Nalinthip Saelee’s organs, ultimately saving eight lives. The film’s powerful moment comes when organ recipients embrace Mrs. Wanpen in gratitude, symbolically bringing her closer to her daughter’s legacy. The film delivers an emotionally stirring message about the transformative power of giving.

Those who wish to become donors can easily register their intent to donate organs and eyes with the Thai Red Cross Society through the “Eye and Organ Donation” mobile application or by visiting the website. In addition, the public can give support by contributing to the cost of organ and cornea transplantation procedures, helping extend the lives of patients awaiting this vital opportunity.

Donations can be made through the following channels:
• TrueMoney Wallet Application: You can donate as little as 1 Baht via the TrueMoney Wallet app.
• Donate to the Organ Donation Center: Transfer funds to the savings account.
• Donate to the Eye Bank: Transfer funds to the savings account.
• e-Donation (for double tax deduction): Make a tax-deductible donation through the e-Donation system by scanning the QR code using any mobile banking application.

For more information, please visit the campaign website.