"Don't throw away film," is the primary message of the campaign, which was initiated by Thai Film Archive Director Dome Sukwong and Culture Minister Nipit Inthrasombat.
The Bangkok Post has more:
"There are so many films that people want to throw away – something shot by their fathers or grandfathers and locked away somewhere in the houses," said Dome. "We have been campaigning for the people to understand the importance of visual documents that exist in their own homes. They're the cultural heritage of the country.
"Today, we prefer to transfer films to digital storage, but digital devices are not stable and the quality of the picture is incomparable to good old film."
There's more information at the Thai Film Archive website, including the number for a 24-hour hotline.
There's also an official commercial spot, available for viewing at YouTube and embedded below. It includes clips from many iconic films, including animator Payut Ngaokrachang's debut short, Haed Mahasajan.