Samakorn Public Company Limited, in collaboration with the Halfway House for Women in Pathum Thani and Choojai and Friends, is driving social change through the power of 'understanding', aiming to shift perspectives towards acceptance and equal coexistence for mental health patients.

The smiles that society may overlook

The inspiration for Samakorn to engage in this social issue came from discussions with staff at the Halfway House for Women, revealing many interesting truths. It was noted that “currently, there are a significant number of patients whose conditions have improved to the point where they can care for themselves, and some even play roles in helping others at home. However, despite their readiness, the average number of patients who can reintegrate into society is only 1 per year. This figure reflects that there are still many factors we need to reconsider, one of which is 'understanding'. This understanding should not only pertain to the patients themselves but also encompass societal awareness that each patient's recovery process is unique. Mental illness does not diminish one's humanity, and society should open its heart and recognize their equal value,” said Mr. Pantith Thongsamran, Chief Marketing Officer of Samakorn Public Company Limited.

Entertainment Value to Foster Openness and Understanding

Mr. Pantith continued, “If we want mental health patients to reintegrate into society, we must first find ways to reach out to the community, so that people can trust, open their hearts, and provide opportunities instead of viewing them with pity. Therefore, we chose to communicate through entertainment content.”

Initially, all parties discussed and studied the information in detail, as this was a new challenge that required consideration of the patients' mental states. “We decided to use Entertainment Value as a key to open the viewers' hearts, allowing them to embrace what we want to convey by shifting from presenting potentially heavy content to demonstrating through cover dance performances of popular songs by famous artists.”

Presented through a 2-minute video, which can be viewed at https://sam.co.th/4mHV0hQ. The content presented brings smiles to all viewers and offers a new perspective on mental health patients.

Smiles and the Joy of Music

Expressing feelings through music and cover dance is another activity used to create fun, exercise, and also help improve concentration, rhythm, body control, and balance. It allows the patients at the Halfway House for Women to feel proud and recognize their self-worth. Additionally, it communicates the #WelcomeMeBack message, inviting everyone to welcome patients back into society.

“This collaborative campaign may just be the beginning of discussing 'understanding', but for the Samakorn brand, it is a significant step towards a more open and sustainable society. 'Sustainability' is not limited to environmental issues or housing but also includes living together without discrimination and recognizing each other's equal value,” Mr. Pantith concluded.