AIS has reinforced its leadership in sustainability communications after winning six awards across five leading awards programs in Thailand, the Asia-Pacific region, and internationally in 2026 for its “Countdown to the Taste of Tomorrow” campaign under the “Thais Say No to E-Waste” initiative. By harnessing creativity to illustrate the connection between electronic waste and the future of Thai cuisine, the campaign turned a complex environmental issue into a relatable, accessible topic for the public.
Beyond generating widespread awareness and engagement, it also inspired behavioral change in the proper management of electronic waste, creating tangible positive impacts on society and the environment. These achievements reflect AIS’s role in leveraging strategic communications and creativity to advance Thailand’s sustainability agenda, earning recognition from prestigious award platforms in strategic communications, content for social good, creativity, and environmental communications.
Mrs. Saichon Submakudom, Chief Corporate Communication Officer of Advanced Info Service Public Company Limited (AIS), said “The faster technology advances, the greater our responsibility to address the impacts arising from its use. Building a digital society is not only about creating innovations for today, but also about managing resources and protecting the environment for the future. AIS has consistently prioritized this issue through the ‘Thais Say No to E-Waste’ initiative, working together with more than 280 partner organizations to build awareness and provide convenient channels for people to dispose of electronic waste properly and safely through certified recycling processes. Our goal is to make responsible technology use an integral part of everyday life for Thai people.”
“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. We communicated this message through something familiar and meaningful to all of us – Thai food. The campaign not only raised awareness and encouraged broad participation, but also helped inspire behavioral change in properly disposing of electronic waste. 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. It motivates AIS to continue collaborating with all sectors to turn awareness into sustained action and contribute to a more sustainable future for Thailand.”
The “Countdown to the Taste of Tomorrow” campaign poses a compelling question: what will the future of Thai cuisine look like if electronic waste is not properly managed? Using four iconic Thai dishes, Tom Yum Goong, Pad Thai, Tom Kha Gai, and Som Tam, the campaign tells a story that connects the impacts of E-Waste to soil, water, food ingredients, and the future food chain. This approach simplifies a complex environmental issue, making it relevant to everyday life while raising awareness of the long-term consequences for people’s lifestyles and well-being. At the same time, it encourages greater public participation in responsible electronic waste management.
The campaign’s outstanding impact has been recognized by leading awards programs in Thailand, across the Asia-Pacific region, and internationally. It received the Gold Award for Excellence in Communications / Public Relations at the Marketing Excellence Awards 2026, organized by Marketing-Interactive, recognizing excellence in strategic communications and the campaign’s ability to transform an environmental issue into a movement that inspired broad public engagement.
It also won the Gold Award for Best CSR / Social Impact Content Campaign at the Content Marketing Awards Asia Pacific 2026, organized by MARKETECH APAC, which honors the creative use of content to generate positive social impact and advance sustainability issues at a regional level.
In addition, the campaign received the Silver Award in the Social Good category at Creativepool Annual 2026, an international creative awards program that celebrates work using creativity as a force for social good.
The campaign also received the Silver Award for Best Social Cause Advertising Campaign at the Advertising Awards Asia Pacific 2026, recognizing its ability to combine creativity and innovation to address social issues and create measurable impact across the Asia-Pacific region.
It also earned two Bronze Awards in the Public Relations and Environmental categories at The AdForum PHNX Awards 2026, a awards program that recognizes work that effectively integrates communications, public relations, and creativity to raise awareness and drive positive change for society and the environment. These honors further demonstrate the campaign’s success in making the issue of E-Waste more accessible and engaging, while encouraging meaningful public participation.
