SuthisakStudio, AAT and MAT launch emotional blood donation campaign targeting Gen Z
Less than 3% of Thailand’s population donates blood – significantly below the level recommended by the World Health Organization (WHO) – despite an ongoing national demand. The National Blood Centre, Thai Red Cross Society has partnered with SuthisakStudio, the Advertising Association of Thailand (AAT), and the Marketing Association of Thailand (MAT) to create a compelling public service campaign calling on a new generation of blood donors.
The campaign, titled Blood Connect, harnesses creativity and emotional storytelling to spark meaningful social action—particularly among Gen Z, who are emerging as a powerful force for change. By reshaping the narrative around blood donation, the campaign encourages a deeper cultural shift toward sustained participation through a 145-second online film inspiring Gen Z to donate.
Suthisak Sucharittanonta, Creative Lead and Director, said: “The original brief—‘Blood Connect’—was already strong, but I wanted to dig deeper to find meaning that truly resonates. That’s where the idea ‘Blood Connects Us in Unexpected Ways’ came from. It became the emotional core of the film. We employed cinematic storytelling techniques—symbolic visuals, stylized cinematography, meticulous editing, and immersive atmosphere—to engage viewers from start to finish. The goal was to move people, not just inform them.
The story centers around Ek, a rebellious high school student, and Witthaya, a strict, disciplined teacher. Their relationship is tense and conflicted. However, when Witthaya suddenly falls critically ill and requires an urgent transfusion of a rare blood type, it’s Ek and his friends who step up to donate. This turning point reveals how blood can bridge divides and uncover unexpected compassion.”
Rati Panthawi, President of the Advertising Association of Thailand, added: “We believe that great creativity has the power to create real change. Everyone involved shares a belief in the potential of younger generations to drive meaningful transformation. To engage Gen Z effectively, we need fresh storytelling formats and channels—and we knew Suthisak was the perfect creative leader to bring this campaign to life.”
In addition to the main film, the campaign features a series of viral videos starring Thai public figures—Dr. Wit Sittivaekin, Kongthap Peak, Oom Eisaya, and Win Metawin—to amplify awareness and motivate young people across platforms to take action and donate blood.
Credits
Client: National Blood Centre, Thai Red Cross Society
Campaign Title: Blood Connect
In Collaboration With: Advertising Association of Thailand (AAT), Marketing Association of Thailand (MAT)
Creative/Production Company: SuthisakStudio
Director: Suthisak Sucharittanonta
Executive Producer: Predashanok Isarangura Na Ayuthya
Producer: Penporn Vutthisomboon
1st Assistant Director: Sansita Yooyen
2nd Assistant Director: Patthanan Namfon
Director of Photography: Assada Sreshthaputra
2nd Camera Operator: Anan Kaewsureekran
Production Designer: Rajadej Na-nagara
Production Manager: Sirada Kaensuwan
Location Manager: Chanaphat Leaungrujiwong
Casting Director: Anchisa Eksirimeteekul
Stylist: Puttichai Suksangpanomrung
Assistant Stylists: Jiraapan Seeakkahad, Thananphat Srisanguan
Editor: Tada Saewong
Colorist: Warinkorn Plumejit
Online Artist: Pichet Prasertsin
Post Production: Matad
Sound Design: Jinglebell Music and Sound Studio
Camera Equipment: Big Eye
Lighting & Grip: Lighthouse Film Service
