Honda, dentsu Thailand turn to childhood aspirations to promote motorcycle safety

In a country where motorcycles are a daily lifeline, the safety of young passengers is too often an afterthought. But a new campaign by Honda, in partnership with dentsu Thailand, is reframing that conversation - using a child’s future as the emotional lever.

Only 16% of Thai children wear helmets when riding as passengers on motorcycles - a statistic prominently displayed across the campaign’s billboards and posters. Yet, that oversight contributes to a devastating toll: around 3,000 Thai children die each year in road accidents, or roughly nine lives lost every day.

Titled “PROTECT the power of dreams”, the integrated campaign aims to nudge Thai parents toward a simple but life-saving act: putting a helmet on their child.

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To break through desensitisation and normalised risk, dentsu Thailand turned to the universal language of aspiration. Print ads and outdoor visuals depicted children dressed as the professionals they dream of becoming - doctors, pilots, chefs, and boxers - all wearing helmets.

Reinforcing the emotional punch, the word “PROTECT” was rendered in children’s handwriting, appearing on everything from posters to large-format LED billboards across Bangkok. The juxtaposition was designed to linger. A helmet isn’t just protective gear - it’s a symbol of hope and care, a way to guard a child’s future.

“‘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,” said a representative from Thai Honda. “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.”

Beyond messaging, the campaign also activated Honda’s nationwide infrastructure. All Honda Safety Riding Centres hosted hands-on safe-riding workshops, grounding the emotional appeal in behavioural change.

Subun Khow, chief creative officer of dentsu Creative Thailand, said the team aimed to bridge heart and habit. “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,” he said.

“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,” Khow added. “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.”

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