In Thailand, motorcycles are omnipresent. They are used to go to work, take children to school, make the purchase or simply move. But this accessibility has a dark side: only 16% of the children traveling as motorcycle passengers carry a helmet.
As a direct consequence, about 3,000 minors die every year in traffic accidents, most of head injuries. Eye, a shocking fact. And against it he is fighting Sling With this epic security campaign.
These figures, collected by the Thai Health Promotion Foundation and the Global Road Safety PartnershipThey reveal a serious problem of awareness and access to basic safety equipment on two wheels.
This Honda campaign touches the heart
To respond to this dramatic silent emergency, Honda Thailandin collaboration with the creative agency Dentsuhas launched the “Protecto: The power of dreams” campaign, a communication initiative that combines tenderness, symbolism and direct action.
The axis of the campaign is a series of images starring children who appear characterized as the people in whom they dream of becoming: a doctor, a chef, an astronaut, a boxer … but there is a common element in all of them: they carry a helmet. The idea is clear and direct: so that dreams can come true, you must first protect life.
These photographs have been deployed in LED fences throughout Bangkok, in addition to appearing in print media, social networks and posters distributed in school zones and hospitals. The “protecting” message is written with children’s line, adding an even stronger emotional component, reminding us that behind each statistic there is a real child with hope and future.
But Sling It has not been limited to the advertising campaign. As a fundamental part of this initiative, it has launched practical safe driving workshops throughout the country. These courses, designed for parents and children, develop in the centers Honda Safety Riding Park of Thailand. That, as in the case of Spanish, they are spaces specially designed for road education.
In these sessions, not only the importance of the use of the helmet is taught, but also defensive driving practices, basic circulation standards and tips for traveling with motorcycle children safely. In addition, as extra, homologated children’s helmets are distributed in community schools and centers. Many of these helmets are adapted for small heads, with attractive designs and striking colors, which facilitates their acceptance among the youngest.
A key component of this campaign is the commitment of Thai Honda Manufacturing Co., Ltd. to produce children’s helmets at very small prices. That is, models specifically designed for children who can be found in local distributors and community events from only 300 Thai Baht (some 7.50 euros). The idea is that the price is not a barrier to security.
With this campaign, Sling Not only reinforces its global motto “The Power of Dreams”, But it transforms it into direct action. In addition, all this into a country where to move in a motorcycle is a daily necessity. Educating in road safety from childhood is vital and becomes more importance than ever. Because when a child puts a helmet, not only protects himself from danger, his laughter, his games, his dreams … and his morning is protected.
The “Protect” campaign is, in short, a reminder that innovation and technology must always go hand in hand with empathy and social commitment. And that, sometimes, the most revolutionary is not a new engine, but a small well protected head. As always, either by the brand of the golden wing.
