AIS has secured six awards across five local, regional, and international programs in 2026 for its “Countdown to the Taste of Tomorrow” environmental campaign, developed under its broader “Thais Say No to E-Waste” initiative. The initiative turned the complex topic of electronic waste management into an accessible conversation by linking improper disposal to the future of Thai food and ecosystems.
The campaign’s narrative posed a direct question regarding how traditional Thai cuisine would fare if electronic waste continues to contaminate soil and water systems. Using four national staple dishes—Tom Yum Goong, Pad Thai, Tom Kha Gai, and Som Tam—the campaign illustrated the route through which heavy metals and toxins enter the agricultural supply chain and food supply. This storytelling framework sought to drive consumer behavior toward certified e-waste recycling channels across Thailand.
Translating Digital Infrastructure into Environmental Responsibility
According to Saichon Submakudom, Chief Corporate Communication Officer of Advanced Info Service Public Company Limited (AIS), the campaign aligns with the company’s objective to balance rapid digital infrastructure expansion with environmental stewardship. Through the “Thais Say No to E-Waste” platform, AIS currently collaborates with more than 280 partner organizations to establish collection drop points and ensure electronic waste is routed through certified, safe recycling workflows.
“Through the ‘Countdown to the Taste of Tomorrow’ campaign, we wanted people to recognize that E-Waste is not a distant issue, but one that is closely connected to everyone’s quality of life and future,” said Saichon. “Receiving six awards from five leading national and international programs recognizes the campaign’s creativity and communication effectiveness, and reflects the power of communication to drive measurable positive change for society and the environment.”
Recognition Across Asia-Pacific and Global Creative Stages
The campaign collected multiple honours in public relations, corporate social responsibility, and social good categories across several regional and international platforms:
At the Marketing Excellence Awards 2026, organized by Marketing-Interactive, the campaign received the Gold Award for Excellence in Communications / Public Relations, recognizing strategic communications that converted an environmental topic into active public participation. It also secured the Gold Award for Best CSR / Social Impact Content Campaign at the Content Marketing Awards Asia Pacific 2026, hosted by MARKETECH APAC.
On global and regional creative circuits, “Countdown to the Taste of Tomorrow” was awarded the Silver Award in the Social Good category at the Creativepool Annual 2026, alongside a Silver Award for Best Social Cause Advertising Campaign at the Advertising Awards Asia Pacific 2026. The campaign also earned two Bronze Awards in the Public Relations and Environmental categories at The AdForum PHNX Awards 2026.
As of June 2026, AIS provides digital services to 53.9 million combined subscribers, comprising 47.1 million mobile subscribers supported by 1,460 MHz of spectrum and 5.3 million fixed broadband subscribers under the AIS 3BB FIBRE3 brand.
