Prachachat published an interview (in Thai) with Khun Sukajit Srisukon, Managing Partner and Chief Creative Officer of Siamentis, on the front page of its CSR Section on 4 August 2008. Khun Sukajit shared her thoughts with the author about the development of the Red Bull Spirit CSR program and communication strategies.
The launch of the Red Bull Spirit TVC brought about a dramatic increase in the number of volunteers participating in the program overnight. The Red Bull Spirit TVC itself is probably the most talked about TVC among corporate executives responsible for driving CSR programs at the moment. Siamentis is consultant to the project and plays a role in taking an existing CSR program at Red Bull to the next level.
Sukajit points out that the CSR brand and the communication program have been conceived based on the long-standing commitment to social contribution and values intrinsic to Red Bull Company. The CSR program, its communications, and the web site work together in tandem to attract and provide services to volunteers.
Television has been adopted as a means of communication because of the program has an objective to bring the message for volunteering to nationwide audience.
The Red Bull Spirit project is cited by Prachachat as a case study about communicating corporate CSR message. The choice of strategies and media mix, combined with a well thought-out CSR program produce a strong impact which surpasses any expectation on society.