BANGKOK, THAILAND – Dentsu Thailand, in collaboration with Honda, has launched a powerful new integrated campaign titled “PROTECT The Power of Dreams” – a nationwide call to action urging parents to protect their children’s futures by embracing safer motorcycle habits.
In Thailand, motorcycles are a staple of daily life, offering convenience and affordability to millions. However, the safety of young passengers is frequently overlooked. Alarmingly, only 16% of Thai children wear helmets when riding as passengers — a startling figure that correlates with nearly 3,000 child fatalities each year due to motorcycle-related incidents.
Rooted in Honda’s brand philosophy, “The Power of Dreams,” the campaign underscores the idea that a child’s dreams can only flourish when their lives are safeguarded. The central message is simple yet resonant: protecting a child’s dream starts by placing a helmet on their head.
“PROTECT The Power of Dreams” captures the aspirations of Thai children through emotive visuals. Striking portraits feature children proudly dressed as their future selves – a doctor, pilot, chef, and boxer — each wearing a motorcycle helmet. These images appeared on LED billboards across Bangkok and in print placements, underlining the link between safety today and dreams for tomorrow. The campaign headline prominently features the word “PROTECT” rendered in children’s handwriting, reinforcing a heartfelt emotional connection.
Beyond awareness, Honda translated its message into action by organizing safe-riding workshops across its nationwide Honda Safety Riding Centers, offering hands on education to both children and parents about the life-saving importance of helmet use.
Dentsu Thailand led the end-to-end campaign strategy and execution, including creative craft and seamless media integration to bring the message to life through outdoor media and print, ensuring broad visibility at launch.
- The headline ‘PROTECT The Power of Dreams’ creatively used children’s handwriting for the word ‘PROTECT,’ reinforcing the emotional connection.
- Print ads, OOH, and posters featuring striking portraits of children dressed in their dream professions: doctor, pilot, chef, and boxer, all proudly wearing helmets.
- A stark statistic—‘Only 16% of children wear helmets’—was prominently displayed.
- Safe riding workshops held at all Honda Safety Riding Centers nationwide, providing hands-on learning and reinforcing the importance of helmet usage.
A representative from Thai Honda commented, “The Power of Dreams’ has always been at the heart of Honda’s brand, but we believe dreams can only thrive when safety comes first. In Thailand, where motorcycles are a daily part of life, it’s critical that we protect the next generation. We’re pleased that dentsu Thailand was able to tap into a powerful cultural insight and translate it into a campaign with real emotional and social impact.”
Subun Khow, CCO, 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.”
