Thai food provides the focus for a campaign linking electronic waste to the food chain and encouraging responsible disposal.
Advanced Info Service (AIS) said its “Countdown to the Taste of Tomorrow” campaign won six awards across five Thai and international awards programmes in 2026, recognising its approach to communicating the environmental risks of electronic waste.
Part of the telecom operator’s “Thais Say No to E-Waste” initiative, the campaign uses four familiar Thai dishes — tom yum goong, pad Thai, tom kha gai and som tam — to illustrate how improperly managed electronic waste can affect soil, water and food ingredients.
The campaign aims to make the issue more relevant to daily life and encourage consumers to dispose of unwanted electronic devices through appropriate recycling channels.
Saichon Submakudom, AIS’s chief corporate communication officer, said managing the environmental consequences of technology use was part of the company’s responsibility as a provider of digital services.
AIS works with more than 280 partner organisations under its e-waste initiative to raise awareness and provide disposal channels linked to certified recycling processes, she said.
The use of Thai food was intended to help consumers connect electronic waste with their own quality of life and the future of the food they eat, according to Ms Saichon. She said the company would continue working with partners to turn public awareness into sustained action.
The campaign received a gold award for Excellence in Communications / Public Relations at the Marketing Excellence Awards 2026, organised by Marketing-Interactive.
It also won gold for Best CSR / Social Impact Content Campaign at the Content Marketing Awards Asia Pacific 2026, organised by MARKETECH APAC.
Other honours included silver in the Social Good category at Creativepool Annual 2026 and silver for Best Social Cause Advertising Campaign at the Advertising Awards Asia Pacific 2026.
The remaining two awards were bronze in the Public Relations and Environmental categories at the AdForum PHNX Awards 2026.
AIS said the campaign encouraged public participation in responsible e-waste disposal. The company did not provide figures in the announcement on the volume of waste collected or changes in disposal behaviour.
SCBX & SCB with Dr.Ma Jun to drive Asian green finance hub
Phuket launches Double-Decker Hop-On Hop-Off bus service to boost local tourism
