Thailand – Honda, in partnership with Dentsu Thailand, has launched a new campaign aimed at improving motorcycle passenger safety through the introduction of ‘Inner Cap’ liners designed to address helmet hygiene concerns and encourage helmet use among passengers.
The campaign introduces the Honda Inner Cap, a hygienic liner worn beneath shared helmets used by motorcycle taxi passengers. The initiative aims to tackle one of the key barriers preventing passengers from wearing helmets during short-distance rides across Bangkok.
While road safety campaigns have traditionally focused on riders, Honda and Dentsu Thailand shifted attention to passengers, particularly those using the city’s motorcycle taxi network. With around 150,000 motorcycle taxi drivers transporting commuters daily across Thailand’s urban centres, the campaign highlights how shared helmets are often left unused despite safety risks.
According to Honda and Dentsu Thailand, interviews conducted during the campaign-planning phase found that many passengers avoided wearing helmets not because of inconvenience but due to concerns over hygiene from using helmets shared by multiple riders throughout the day.
Running from February to May 2026, complimentary inner caps are being distributed at motorcycle taxi hubs across Bangkok, targeting passengers at the point where they decide whether or not to wear a helmet. The liners are intended to make helmet use more practical and accessible for commuters.
The campaign is also supported by Facebook content and visual materials reinforcing the role passengers play in road safety. Meanwhile, Honda Inner Cap stickers placed on riders’ helmets are designed to increase visibility for the initiative and prompt awareness among commuters before boarding rides.
Suphot Phonphongkhachon, General Manager, Traffic Safety Promotion Function at Thai Honda Co., Ltd., commented, “Road safety can only happen when there is a helmet on a head, and what we have learnt is that people do not make unsafe choices because they do not care, but rather that the safe choice has a barrier in the way. And our commitment at Honda is to engineer better decisions for behaviour change on the roads.”
“Dentsu Thailand helped us see the human sitting behind it because they went on the ground with passengers and listened to real concerns. The Inner Cap is what happens when we take road safety at the level of a single human decision, made in thirty seconds of the daily realities of how people actually move through Bangkok.”
The latest campaign builds on the ongoing road safety partnership between Honda and Dentsu Thailand. In 2025, the companies launched “PROTECT The Power of Dreams”, a campaign focused on child passenger safety during Thai Children’s Day celebrations. With Inner Cap, the focus has expanded to adult passengers and the behavioural barriers linked to helmet use.
Subun Khow, Chief Creative Officer at dentsu Thailand, said, “On almost every motorcycle taxi ride happening in Bangkok every day, a helmet sits on the handlebars unused. For this campaign, we sought to understand every person in the journey by sitting with passengers at stands and in traffic and uncovering the completely rational objection to putting a shared helmet on their head that nobody had ever taken seriously enough to do anything about.
“As one of the most trusted names on Thai roads, Honda carries the credibility to show up in people’s lives and an ambition to reach every person on the road. We are proud to be its partner once again towards safer roads in Thailand.”
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