Honda: Protect The Power of Dreams

​Dentsu Thailand’s integrated campaign for Honda, ‘PROTECT The Power of Dreams’, promotes safe riding habits for child passengers on motorcycles, and calls on parents to protect their child’s dreams for the future. In Thailand, motorcycles are a daily necessity, but the safety of children riding on motorcycles have been often overlooked, with only 16% of Thai children wearing helmets when riding as passengers. Yet, not wearing helmets has been a major cause of death among Thai children, with around 3,000 deaths each year, approximately nine every day. As part of its ‘The Power of Dreams’ philosophy, Honda believes that dreams can only grow when children are protected. The goal was, therefore, to provide a simple but powerful reminder: that protecting a child’s dream begins by simply putting on a helmet on their head. The campaign featured young dreams of various children, heartwarmly showcasing them as the professionals the dream of becoming. These powerful visual reminders lit across LED billboards across Bangkok. In addition, safe-riding lessons were offered at Honda safety riding parks islandwide.