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Background:
In Thailand, motorcycles are the most common way of transportation but many road deaths happen because people usually don't wear helmets, especially kids. Only 16% of … read moreThai children wear helmets while riding, as many parents overlook safety. This puts children at risk, stopping them from achieving their dreams and even their lives.
Creative Idea:
With Honda’s belief in ‘The Power of Dreams’, we strongly believe that dreams shape the future. And for children, their dreams are limitless and also priceless. To protect those dreams, it starts with just one simple act— wearing a helmet. This helmet will protect their lives, give them a chance to grow up safely and make their dreams come true.
The Execution:
We created a campaign called ‘PROTECT The Power of Dreams’, showing adorable portraits of children dressed in their dream jobs—doctor, pilot, chef, and boxer—all wearing helmets to symbolize the safeguarding of their dreams. As for the headline ‘PROTECT The Power of Dreams’, the word ‘PROTECT’ featured as a children’s handwriting written before Honda’s slogan ‘The Power of Dreams’. Also, presents a key fact that ‘only 16% of children wear helmets’ to raise awareness among parents to take action.
This campaign launched as print ads, OOH, and posters targeting parents on Thai Children’s Day. Along with safe riding workshops at all Honda Safety Riding Centers nationwide, the campaign will remind all parents that Children’s Day should be about protecting their kids’ big dreams—starting with the simple act of wearing a helmet.
read less...Associate Creative Director: Sutassarin Ankumpoch
Senior Buying Manager: Sasithorn Wannalapha
Trading Director: Nontaporn Charujantanakul
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