BRAND’S® Essence of Chicken has dedicated itself to constantly enhancing Thais’ brain potential for the past 50 years, based on its strong belief that every Thai child has potential, and the endless digital skills could provide opportunities. As AI (Artificial Intelligence)’s role has become increasingly important in daily life, the campaign “BRAND’S Brain Camp” was created to encourage young people in Thailand to be digitally literate, enhancing the country’s capacity to effectively enter the future world.
Mrs. Chutamas Ngamjitkul, BRAND’S Essence of Chicken Marketing Director, Suntory Beverage & Food (Thailand) Co., Ltd, the leader in health supplements under BRAND’S®, stated that the “BRAND’S Brain Camp” campaign is a prime example of the company’s commitment to corporate value of “Giving Back to Society” by promoting youth brain potential and advancing the cause of a better world.
“‘BRAND’S Brain Camp’ campaign has entered its final phase this year through its support for the Coding War event, the country’s largest coding competition under the ‘Coding for a Better Life’ campaign by depa. This is an important activity that helps drive analytical thinking, planning, and hands-on action. The company supports prize money and BRAND’S Chicken Essence products for 1 year consumption, totaling over 600,000 baht. This competition allows us to see the capabilities of Thai youth, including their creative inventions, further reinforcing the company’s belief that all Thai children have potential within themselves, and digital skills are truly limitless. Next year, the company will continue to implement the ‘BRAND’S Brain Camp’ campaign to support the brain potential of Thai children.”
The “BRAND’S Brain Camp” campaign ran activities to improve fundamental skills in the AI era. These activities were divided into four categories: 1) the BRAND’S Brain Camp website with an interactive digital competency survey and an online course from depa, with over 30,000 users, to prepare for the future; 2) AI Road Show activities held in 8 provinces across the country, including an AI Inspiring Talk Show featuring AI experts from various professions to spark interest in digital technology. The program received over 10,000 participants and over 4 million viewers online. BRAND’S® Essence of Chicken, worth over a million baht, was also given to the activities’ participants; 3) support of the Coding War activity, aiming to find the best project from over 5,000 participating students nationwide to compete in the international coding competition in the Republic of Korea; and 4) coding classroom upgrade activities, by providing Micro:bit microcontroller boards, worth over a million baht, to enhance coding knowledge for schools in the “Coding for a Better Life” project all over the country.
“The campaign this year has gained overwhelming positive feedback from youth, parents, and the public in terms of helping Thai children reach their full potential and preparing them for the world of Artificial Intelligence (AI). This is achieved by providing 360-degree activities and media that are relevant to the interests of today’s youth, beginning with self-discovery and knowledge-seeking to develop brain potential and inspire readiness for the digital age.”
“It is with great pleasure that we continue giving back to society by nurturing the cognitive development of young people, who represent a priceless national asset. We remain committed to helping Thai children reach their full potential and will continue supporting their growth in several ways. Stay tuned for exciting new activities from BRAND’S Essence of Chicken in 2025.
The campaign “BRAND’S Brain Camp: Boost Coding Skills for Youth to Succeed in the Digital World” can be followed for more information about AI education at www.BRANDSBRAINCAMP.com.
