Communications and New Media (CNM) School of Communication Arts Partners with the Ministry of Higher Education, Science, Research and Innovation (MHESI) and PTT GC to Launch the "Human Capital: Building Thailand's Future" Creative Campaign Brief
Opportunity to apply their communication skills to analyze a real national-level challenge 
Communications and New Media (CNM) School of Communication Arts received collaboration from the Ministry of Higher Education, Science, Research and Innovation (MHESI) and PTT Global Chemical Public Company Limited (PTT GC) to present the competition brief for “Creative Corporate Communication Campaign 2026: Human Capital, Building Thailand’s Future” to students in the Communication and New Media program — giving them the opportunity to apply their communication skills to analyze a real national-level challenge and develop a creative, systematic corporate communication plan.
Asst. Prof.Dr.Arishai Akraudom, Dean, School of Communication Arts, welcomed Dr. Phenpisut Chintasopon, Spokesperson for the Ministry of Higher Education, Science, Research and Innovation, who was assigned by Prof. Dr. Yosachon Wongsawat, Deputy Prime Minister and Minister of Higher Education, Science, Research and Innovation, to serve as the guest speaker on human capital and to present the competition brief. Under the theme of driving forward “Human Capital” — a critical foundation for national development — students will learn the full process, from studying the problem and analyzing the situation and stakeholders, to setting strategy, developing creative concepts, designing activities and media, and planning implementation along with defining evaluation metrics.
Asst. Prof.Dr.Arishai said: “Organizing this competition is part of our effort to bring the issue of human capital development — a critical national priority — to students as a learning opportunity. The heart of education today isn’t simply about producing labor for industry as it was in the past, but about developing human capital across every dimension, both in knowledge and practical skills, so students can step confidently into professional careers and support emerging industries in the future, particularly the AI industry, which is one of the country’s key targets. Taking part in this campaign is an important opportunity to learn through hands-on practice — and the resulting work will not only benefit the students’ own development, but will also serve as a voice for communicating this important issue to the wider society, creating an opportunity to jointly build benefits for society and the nation.”
Dr. Phenpisut said: “Amid the changes brought by AI technology, the challenge of managing epidemics, and the transition into an aging society, investing in ‘human capital’ is the essential foundation for preparing Thailand for the future. We are moving forward with the policy ‘THAILAND² — Empowering Thailand, Elevating Human Capital,’ aimed at raising workforce potential through science, technology, and innovation, while shifting the education system from a degree-based approach to a skill-based approach through the Skill Credit Portfolio system — giving people of all ages the opportunity to develop skills and connect directly with labor market needs. Today’s talk is intended to help students turn this into media and creative communication campaigns — transforming policy issues into something relatable, and creating media that shows the younger generation that every piece of learning and every skill can be a powerful force in driving the country forward.”
The event gave students the opportunity to exchange ideas and perspectives creatively, ask questions, and engage in discussion with the speakers to better understand the issue of “human capital” and apply that knowledge toward developing concepts and communication campaigns that meet the challenge.
Students participating in the competition will receive guidance from faculty members, industry experts, the MHESI spokesperson, and qualified advisors from the ministry to develop their campaigns from start to finish. The winning teams will be announced on November 24, 2026. This marks another learning space that gives students the opportunity to turn classroom knowledge into real-world action, using the power of creativity to communicate an issue of critical importance to Thailand’s future.
