Thailand – Honda and Dentsu Thailand are advocating for children’s safety on the road through their latest campaign launch. It addresses the issue of Thai children rarely wearing helmets while riding on motorcycles, leading to a significant number of deaths annually.
Dentsu Thailand’s campaign with Honda calls on parents to protect their children along with their dreams and future. The ‘PROTECT The Power of Dreams’ campaign champions safe riding habits for children riding as passengers on motorcycles.
The campaign embodies Honda’s ‘The Power of Dreams’ philosophy, which emphasises how children’s dreams can only be protected when they are safe. It spotlights the first step towards safety: safeguarding them with a helmet.
Highlighting this message, the campaign featured various children and their dreams, showing them as the professionals of their dreams.
Dentsu Thailand’s end-to-end campaign strategy includes print ads, out-of-home, and portraits.
As part of the initiative, Honda and Dentsu also offered safe-riding workshops across the country.
Subun Khow, CCO at Dentsu Creative Thailand, commented, “Raising a child isn’t easy but sometimes just a simple act alone can make a difference between life and death – like putting that helmet on them. Our children are our future and it is our responsibility to keep them safe and nurture them so that they can grow up and chase their dreams. We are, therefore, glad to be able to highlight that with Protect The Power of Dreams, by grounding the message in emotion to connect the dots between safety, care, and a child’s future.”
