We all cherish our children

Sharing our passions with them is a joy we all experience. For many, that passion is motorcycles. Bikes represent more than just speed and style; they symbolize freedom, connection, and unforgettable experiences. While some view motorcycles as weekend toys, in places like Thailand, they are indispensable.

Motorcycles serve as the backbone of daily life, used for everything from commuting to school, running errands at the market, and family outings.

However, with this everyday convenience comes a significant challenge: safety. Despite the high number of motorcycles on Thai roads, only 16% of child passengers wear helmets. This is a concerning statistic, especially considering that head injuries are a leading cause of child deaths, claiming nearly 3,000 young lives annually.

This is why Honda, in collaboration with Dentsu Thailand, introduced the "PROTECT The Power of Dreams" campaign. This initiative goes beyond motorcycle sales and focuses on safeguarding the next generation. The concept is straightforward yet impactful: safeguarding a child's dreams begins with protecting their life, starting with a helmet.

Instead of using fear tactics, the campaign takes an emotional approach. It showcases children dressed as their future aspirations—a doctor, a chef, a pilot, a boxer—all wearing helmets. These visuals were showcased on LED billboards throughout Bangkok, as well as in print and posters. Even the word "PROTECT" was handwritten in a childlike font to underscore the innocence and optimism at the core of the message.

Honda did not limit the campaign to visuals. The brand also conducted safety riding workshops at its training centers nationwide, offering parents and children the opportunity to learn and develop safe riding habits together. It is a simple gesture that could have a lasting impact.

For Honda, this campaign embodies its enduring 'Power of Dreams' philosophy. Dreams can only thrive when children are safe and nurtured. In a nation where motorcycles are a daily necessity, something as simple as donning a helmet can safeguard not only a child's life but also the future they envision.