Findings:
A bold campaign by Thai Health Promotion Foundation, Women and Men Progressive Foundation, and BBDO Bangkok uses AI to “resurrect” the late influencer Gigi Supitcha to address domestic violence.
Supitcha’s dormant Instagram account was revived with posts promoting a fictional movie, leading to a powerful video featuring an AI-generated version of her sharing a message about second chances and domestic violence.
Key Takeaway:
Using AI to amplify the voice of a victim posthumously sparked significant engagement, critical conversations, and ethical debates, bringing the issue of domestic violence to the forefront.
Trend:
Tech-Driven Awareness: Leveraging AI and deepfake technology in advocacy campaigns to generate emotional and viral impact.
Consumer Motivation:
Empathy and Action: The campaign taps into public empathy and the desire to address societal injustices like domestic violence.
What is Driving the Trend:
Rising global awareness of gender-based violence.
The increasing use of digital platforms and innovative technologies to engage audiences.
Who Are the People Referred to:
The campaign centers on Gigi Supitcha, a Thai influencer and domestic violence victim, with participation and consent from her family.
Target audience: Global audiences, particularly those sensitive to domestic violence issues, spanning all age groups.
Description of Consumers:
Individuals motivated by social justice, typically younger generations (Millennials and Gen Z) who are highly active on social media and responsive to cause-driven campaigns.
Conclusions
For Brands: Ethical storytelling using innovative technology can capture attention, but requires careful navigation of moral boundaries.
For Society: Highlighting systemic issues like domestic violence through bold methods can shift public attitudes and inspire action.
For Consumers: Campaigns like this empower individuals to confront uncomfortable truths and demand systemic change.
Implications for Future
For Brands: AI and deepfake technology, when used with consent and purpose, can amplify cause-driven messaging effectively.
For Society: Such campaigns could redefine the ethical boundaries of technology use in social advocacy.
For Consumers: Increasing comfort with digital activism and higher expectations for brands to align with meaningful causes.
Identified Trends
Consumer Trend: Cause-Driven Engagement.
Consumer Sub-Trend: Empathy Amplified through Technology.
Big Social Trend: Digital Advocacy.
Local Trend: Using cultural figures for national awareness campaigns.
Worldwide Social Trend: Leveraging AI for impactful storytelling.
Name of Big Trend:
"Tech-Driven Social Justice"
Name of Big Social Trend:
"AI-Powered Advocacy"
Social Drive:
A growing emphasis on leveraging technology to address societal challenges and raise awareness.
Learnings for Companies in 2025:
Purpose-led storytelling resonates with audiences when executed thoughtfully.
Ethical use of technology enhances credibility and avoids backlash.
Bold campaigns with emotional depth drive engagement and advocacy.
Strategy Recommendations for 2025:
Adopt Ethical Innovation: Leverage technologies like AI with transparency and consent to tell compelling stories.
Focus on Purpose: Align campaigns with socially relevant causes that resonate with your audience.
Amplify Voices: Use digital platforms to elevate marginalized voices and drive actionable conversations.
Final Sentence (Key Concept):
Innovative and ethically driven campaigns using AI and storytelling can inspire critical conversations and drive meaningful change in addressing societal issues like domestic violence.
What Brands & Companies Should Do in 2025:
How to Benefit:
Partner with stakeholders and families to create consent-driven campaigns.
Use emerging technologies to spotlight critical issues authentically.
Action Steps:
Invest in AI and deepfake technologies for cause-driven content.
Combine emotional storytelling with factual data to create a balanced and impactful narrative.
Monitor public sentiment and engage in open discussions about the ethical use of such technologies.
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