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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The campaign aimed at reconnecting with local football fans and reinforcing its brand presence in a competitive beer market. Rather than centring its message on the football matches themselves, the campaign focused on the fans—highlighting the dedication and passion of Thai football supporters, particularly those staying up into the early hours to follow the tournament.

The campaign was powered by a series of integrated activations spanning digital, outdoor, and experiential channels, including real-time digital billboards deployed across Bangkok and other cities. A series of fan-centred events, also under the banner “Heineken Experience Road to the Final,” was also launched. 

Hosted in six major Thai cities, these events included live match analysis, musical performances, and interactive fan zones, offering supporters a communal space to experience the matches together. Additionally, a collaboration with Pizza Hut delivered ‘Champions Sets, ’ a bundled food delivery paired with collectible items. 

Thanlaphol Nipatarangkul, senior media & digital manager at Thai Asia Pacific Trading Co., Ltd., said, “The rhythm of Thai football fandom is one that only true fans know, and that deserves to be celebrated. With ‘Cheers to The Real Hardcore Fans’, we wanted to bottle that spirit and celebrate it in ways that fans could feel everywhere. We brought the toast; dentsu Thailand mapped the night.”

Chanokpol Engpongpun, business director at Dentsu Media Thailand, added, “We made the city our canvas, meeting fans in the moments where they felt most alive and stitching them together so that the celebration could travel from street to screen to sofa. And that is how Heineken showed up, rising from logo to host, and becoming the toast of the night.”

According to Dentsu, the integrated nature of the campaign helped keep Heineken highly visible and culturally relevant throughout the UEFA Champions League season. The initiative aimed to position Heineken not just as a sponsor, but as an active participant in the football-watching experience of Thai fans.

The campaign also reflected an ongoing trend of brands leveraging live sports not just for visibility, but to create more participatory, fan-led experiences that go beyond traditional advertising touchpoints.

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The initiative responds to data showing that approximately one in every 100 elderly Thais are affected by Parkinson’s disease, a progressive neurological disorder that impairs muscle control, balance, and movement, with voice deterioration being a common symptom. While the condition has no cure, therapy has been shown to help manage and maintain symptoms.

Singing is a commonly recommended method to address voice degeneration, but many elderly Thai patients are unaccustomed to incorporating it into their daily routine. Drawing from the cultural insight that 75.9% of Thais engage in daily prayer, Praykinson offers an alternative—turning prayer into an interactive speech therapy tool that uses a familiar practice to help strengthen vocal ability.

Developed in collaboration with a programming partner, Dentsu Thailand led the app’s concept, design, and content creation.

Key features of Praykinson include a selection of familiar prayers based on the user’s faith, colour-coded text to guide rhythm and pace, a real-time EQ bar to help maintain voice volume, performance scores after eacah session to monitor progress, and daily reminders to encourage consistency.

Thanatat Boonmongkol, MD. Neurologist, Parkinson’s disease and movement disorders specialist at Vajira Hospital, shared, “Approximately 1 in every 100 elderly Thais are prone to Parkinson’s disease, a progressive condition that makes communication increasingly difficult over time. With over a century of serving the Thai people, we understand how meaningful it is for care to be both clinically sound and culturally familiar. That’s why Praykinson holds such promise.” 

“By integrating the practice of prayer into speech therapy, it offers patients a way to manage their symptoms in a setting that feels natural and comforting. We’re optimistic about its role in improving everyday quality of life for patients across Thailand,” he added. 

Future updates will introduce prayers from multiple faiths and secular content, with the goal of helping more Parkinson’s patients across Thailand rediscover their voices and strengthen connections with loved ones.

Krissda Kanittasoontorn, creative director at Dentsu Creative Thailand, commented, “At dentsu, we always aim to create work that resonates on a human level, work that understands and reflects the cultural fabric of our society. Praykinson began with a deep respect for Thailand’s spiritual traditions and the emotional realities of living with Parkinson’s. From insight to execution, every step was rooted in empathy.”

She added, “We’re incredibly proud to have transformed a cultural truth into a creative solution that empowers lives. We hope Praykinson becomes a source of strength and connection for patients and their families throughout Thailand.”

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The global entity, Dentsu International, has recently announced a new global management structure which follows the integration of Dentsu Japan Network into the parent group. The said leadership direction will similarly be effective as 2023 ushers in. 

For the role, Veerataecha will be overseeing the group’s strategic marketing services plan, the transformation of its integrated solutions, and the business growth opportunities in creative technology. He will spearhead the group’s business strategy for Thailand together with Wisarn Sirijantanon, CEO of Media Services Line, and Narong Tresuchon, CEO of Dentsu Creative. He will be reporting to Sanjay Bhasin, CEO of dentsu Thailand, Vietnam, and Myanmar. 

Bhasin commented, “I strongly believe in the power of bringing brilliant, diverse minds together to pre-empt the opportunities of tomorrow for our people, clients, partners, and society. I have previously partnered with Oliver, and I’m thrilled he has joined dentsu as part of his next career growth with the group.”

“I am impressed with his ability to bring the company’s vision with growth acceleration in the local, regional, and global markets. I look forward to driving our business with growth expansion in the region.” 

Prior to joining Dentsu, Veerataecha had been the chief brand and group communication officer at TRUE Corporation and president of WPP’s VMLY&R in Thailand. He brings with him over 25 years of experience in the creative, media, and digital technology industries.

Veerataecha shared, “I am thrilled to join dentsu as part of the senior executive team. I will be working closely with the team to lead the group and contribute to the business growth, customer engagement and relationship management as part of our global strategy and I look forward to driving the business steadily for continuous growth and success in the region. 

“I am eager to help push and drive the company’s vision and mission to become the world’s leading integrated communications agency in line with global strategic goals amidst business challenges in the year ahead.” 

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