#Thailand #Bangkok #Traffic Safety #TMF #KUB-DEE-DAI-DEE

Introduction

In response to the growing issue of traffic accidents in Thailand, the Toyota Mobility Foundation (TMF) and Honda have initiated a collaborative campaign titled 'KUB-DEE-DAI-DEE', which translates to 'Good Driving Brings Good Things'. This initiative aims to foster a culture of traffic safety among both car and motorcycle users in the region. Through their partnership, TMF and Honda are applying insights gathered from Japan to create a safer transportation environment, particularly focused on young drivers. The campaign is crucial in a country experiencing rapid economic development, which has led to an increase in road incidents, especially among the youth.

Background

Thailand's infrastructure continues to evolve, but the rise in vehicle usage has complicated traffic safety, particularly with a significant number of accidents involving both cars and motorcycles. Previous educational and awareness programs have laid some groundwork, but the need for a more impactful strategy remains. The 'KUB-DEE-DAI-DEE' campaign will utilize social media and online platforms to enhance traffic safety awareness and encourage behavioral changes among younger drivers, ensuring they are more informed and responsible.

Campaign Strategy

At its core, the campaign is built upon the traditional Thai saying 'TAM-DEE-DAI-DEE', which implies that good actions will yield positive outcomes. Aligning this ethos with traffic safety, TMF and Honda aim to redefine how traffic safety education is perceived—shifting the conversation from it being an obligation to an opportunity for positive behavior that benefits oneself and the community. Through this positive reframing, everyday driving habits can transform into safer practices without losing the natural flow of driving.

In an effort to promote understanding and action between vehicle types, the campaign encourages motorists to be more mindful of motorcycles by emphasizing small changes in behavior—like checking blind spots and maintaining safe following distances—as part of 'Good Driving' or 'KUB-DEE'. These actions are selected based on common accident patterns in Thailand, targeting essential behaviors for ensuring road safety.

Creative Collaboration

To engage the younger demographic effectively, TMF and Honda have teamed up with rising Thai artist Sarawut Pannuu, merging contemporary visuals with traditional motifs in the campaign's key graphics. This unique blend is designed to resonate well with the youth and foster a sense of ownership and pride in traffic safety.

Opening the campaign's website will feature interactive elements like the 'KUB-DEE-DAI-DEE Generator', allowing users to choose their desired safe driving behaviors, generate personalized wallpapers, and share these creations on social media platforms. This engagement strategy not only imparts knowledge but also encourages public declarations of commitment, aiding in the process of changing daily driving habits.

Future Plans

Launching in November 2025, the campaign will initially target Bangkok and Chiang Mai, utilizing a comprehensive approach that combines both digital and offline advertising, including SNS, outdoor ads, and collaborations with local media outlets. By drawing on insights gained during the campaign, TMF and Honda plan to scale their efforts in 2026, expanding the message of traffic safety to a broader audience through partnerships with Toyota Motor Thailand and the Honda Foundation.

Stakeholder Thoughts

Support from local government and stakeholders has emphasized the importance of this initiative. Bangkok Governor Chatchart Sitthipunt articulated the city's commitment to traffic safety, recognizing the 'KUB-DEE-DAI-DEE' campaign as a major step toward cultivating a culture of considerate driving. Similarly, TMF and Honda's leadership expressed their hopes for this campaign to foster a sense of responsibility and compassion among drivers, ultimately contributing to the vision of zero road accidents in Thailand.

Conclusion

The 'KUB-DEE-DAI-DEE' campaign represents a significant collaboration aimed at addressing a pressing issue in Thailand. With its thoughtful approach to engagement and community involvement, TMF and Honda are set to make a meaningful impact on traffic safety awareness and practices in the region.