Grey Thailand has won what it says is Thailand’s first-ever Green Pencil at The One Show Awards 2026, along with a Merit in the Sustainable Development Goals category, for its “FERTILIZER 2.5” campaign developed for the Thai Health Promotion Foundation and the Department of Agriculture. The winners were announced last month.
The campaign addresses PM 2.5 air pollution caused by the open burning of agricultural waste. ThaiHealth and the Department of Agriculture co-developed a microbial starter capable of decomposing rice stubble into organic fertilizer within seven days, with Grey Thailand leading the strategic and creative communication work.
Rather than urging farmers to stop burning crops, the campaign reframed the microbial solution as an economic proposition — one that cuts chemical fertilizer costs, accelerates soil preparation, and improves crop yields.
“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,” said Kanokkorn Seehapan, CEO, Grey Thailand.
“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.”
“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,” said Jiradej Penglengpol, Deputy Chief Creative Officer, Grey Thailand.
“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 microbial decomposition process enriched soil texture, allowing faster field preparation for the next planting cycle. According to the release, chemical fertilizer costs were cut by 50%, while healthier soil boosted rice yields in subsequent harvests.
The campaign contributed to farmers preparing over 96 million square meters of agricultural land nationwide without burning. According to satellite data from GISTDA, active hotspots dropped during the peak burning season, resulting in a decline in PM 2.5 density across pilot provinces.
The One Show’s Green Pencil is awarded for environmentally conscious creative work judged on both creative excellence and demonstrated real-world impact. The Merit in the SDGs category recognizes campaigns that advance the United Nations’ Sustainable Development Goals.
