BANGKOK, THAILAND — The Toyota Mobility Foundation (hereinafter “TMF”) and Honda Thailand Foundation (hereinafter “Honda”) today announced the launch of the “KUB-DEE-DAI-DEE (Good driving brings good returns)” campaign in Thailand, a joint initiative to address traffic safety issues in the country.
TMF and Honda are collaborating through the overseas subcommittee of the cross-industry framework “Tateshina Meeting”, which aims for future with zero traffic accident fatalities. By sharing insights gained from activities in Japan and expanding them globally, they are working to create safer traffic environments.
As part of this effort, the two companies will implement a campaign in Thailand themed around the Thai cultural belief of “TAM-DEE-DAI-DEE (Good deeds bring good returns)” to help prevent accidents involving both four-wheeled and two-wheeled vehicles, and will evaluate its effectiveness.
Background
Thailand shown remarkable economic growth over the last decades. Nevertheless one of the consequences of such growth has been a high traffic accident rates in the world, with serious accidents involving four and two-wheeled vehicles particularly prevalent among younger generations. Although numerous educational and awareness activities have been conducted to date, further measures are still believed to be required.
In this campaign, TMF and Honda — both deeply rooted in the four-wheeled and two-wheeled vehicle industries — will work together to conduct awareness activities utilizing online media such as social networking services (SNS). The aim is to enhance traffic safety awareness, knowledge acquisition, and behavioral change, especially among younger generations.
With the support of the Bangkok Metropolitan Administration (BMA), including initiatives to raise awareness of the campaign and the dissemination of promotional content through BMA’s media channels, the project will also develop activities rooted in the local community.
Campaign approach
This campaign is an initiative to connect the traditional Thai proverb “TAM-DEE-DAI-DEE (Good deeds bring good returns),” which has long been deeply rooted in Thai daily life across generations, with traffic safety behavior.
It redefines traffic safety knowledge not as an “obligation,” but as a “positive action” that brings good influence to oneself and others, incorporating mechanisms that naturally lead to safer daily driving behavior.
TMF and Honda aim to create a safe traffic society in which four-wheeled and two-wheeled vehicle users show mutual consideration for each other. To that end, the campaign highlights everyday actions such as being aware of motorcycles while driving, checking blind spots, and maintaining safe following distances — which are all presented as examples of “KUB-DEE (Good driving).”
The campaign seeks to encourage people to naturally recognize such behaviors as safe actions in traffic environments. The “KUB-DEE (Good driving)” examples have been selected based on data driven common accident patterns and driving habits in Thailand, focusing on behaviors particularly important for ensuring safety.
Outline of the initiative
In producing the key visuals for the campaign website, TMF and Honda collaborated with emerging Thai artist Sarawut Pannoo, incorporating his signature contemporary visual style combined with traditional Thai motifs. This collaboration aims to create visuals that resonate with younger generations.
In addition, as an interactive feature to encourage behavioral change, a “KUB-DEE-DAI-DEE Generator” will be installed on the campaign website.
Through this tool, users can select specific driving behaviors they wish to be more mindful of from among the “KUB-DEE (Good driving)” actions introduced on the site. They can then generate and share original wallpapers or short videos on social media. This mechanism allows users not only to gain knowledge but also to make a personal declaration to their community, thereby helping to promote actual changes in daily behavior.
Future developments
Starting in November 2025, the campaign will be rolled out both digitally and offline in Bangkok and Chiang Mai through social media, outdoor advertisements, the special campaign website, and media channels owned by the BMA.
Based on the insights gained from this phase, in 2026, the initiative is planned to expand further through partnerships with Toyota Motor Thailand (TMT) and Honda Thailand Foundation, in order to deliver traffic safety messages to a broader audience.
In conjunction with the campaign launch, representatives from the Bangkok Metropolitan Administration, Toyota Mobility Foundation, and Honda Motor Co., Ltd. shared statements expressing support for the initiative and its aim of promoting considerate driving and working toward a society with zero traffic accidents.
