Grey Thailand has achieved a historic milestone at The One Show Awards 2026 by capturing Thailand’s first-ever Green Pencil alongside a Merit in the Sustainable Development Goals (SDGs) category for the “FERTILIZER 2.5” campaign. This celebrated win highlights a powerful communication strategy that successfully reframed the PM 2.5 air pollution crisis into a tangible opportunity for environmental and social sustainability in Thailand.
The campaign stems from a collaborative initiative between the Thai Health Promotion Foundation (ThaiHealth) and the Department of Agriculture to address the structural root causes of PM 2.5 pollution caused by the open burning of agricultural waste. The two organizations co-developed an innovative “microbial starter” capable of decomposing rice stubble into high-quality organic fertilizer in just seven days, permanently breaking the cycle of crop burning.
Grey Thailand stepped in to lead the strategic planning and creative execution of the communication campaign. By utilizing a logical approach tailored to the livelihoods of farmers, the narrative was shifted from a conventional plea for cooperation to a benefit-driven proposition that demonstrated the tangible advantages of adopting this microbial innovation.
Kanokkorn Seehapan, CEO of Grey Thailand, shared the approach behind the campaign: “At the core of Grey’s philosophy is being ‘Famously Effective.’ Our role was to bring this innovative solution from ThaiHealth and the Department of Agriculture directly to the farmers through communication that truly resonated with their lives. We understood that solving PM 2.5 crop burning meant addressing the root cause: the livelihood and financial well-being of the farmers. Our communication therefore focused on transforming an environmental crisis into an economic opportunity to boost income and reduce costs.”
Jiradej Penglengpol, Deputy Chief Creative Officer of Grey Thailand, added: “The creative solution was to shift the conversation. Instead of urging farmers to ‘stop hurting the planet,’ we offered a practical alternative that slashes fertilizer costs, accelerates soil preparation, and boosts crop yields. This win-win combination of economic viability and ecological sustainability is what resonated so deeply with the jury, securing Thailand’s historic first Green Pencil.”
The success of the “FERTILIZER 2.5” campaign in shifting farmers’ mindsets has driven widespread adoption of the microbial starter developed by ThaiHealth and the Department of Agriculture, delivering measurable environmental and economic benefits. The microbial decomposition process naturally enriched the soil texture, allowing farmers to prepare their fields for the next planting cycle much faster. This natural nutrient rotation cut chemical fertilizer costs by 50% immediately, while healthier soil naturally boosted rice yields in the following harvests.
This behavioral change successfully scaled up, enabling farmers to prepare over 96 million square meters of agricultural land nationwide without burning. According to satellite data from GISTDA, active hotspots dropped significantly during the peak burning season, resulting in a measurable decline in PM 2.5 density across pilot provinces. The results prove that when effective public sector innovation is supported by precise, empathetic communication, it can generate sustainable benefits for society and the environment.
In celebration of World Environment Day, Grey Thailand reaffirms its commitment to driving social and environmental progress by delivering creative, effective communication strategies that foster tangible, positive change for both Thailand and the global community.
The One Show is globally revered for having one of the creative industry’s most rigorous judging processes. The Green Pencil is the highest honor for environmentally conscious creative work, awarded not just for creative excellence, but for demonstrated real-world impact. Meanwhile, the Merit in the SDGs category recognizes campaigns that successfully advance the United Nations’ Sustainable Development Goals.
