We all love our kids, and sharing the things we’re most passionate about with them is something we all love to do. For many of us, that passion is motorcycles. Bikes aren’t just about speed or style, they’re about freedom, connection, and experiences worth remembering. While some see motorcycles as weekend toys or leisure machines, in places like Thailand, they’re essential.
They’re the lifeline of daily life, used for everything from commuting to school runs, market errands, and family trips.
But with this everyday convenience comes a serious challenge: safety. Despite the sheer number of motorcycles on Thai roads, only 16% of children riding as passengers wear helmets. That’s a sobering statistic, especially when you consider that head injuries are a leading cause of child fatalities, claiming nearly 3,000 young lives every year.
This is why Honda, together with Dentsu Thailand, launched “PROTECT The Power of Dreams,” a campaign that goes beyond selling motorcycles and focuses on protecting the next generation. The idea is simple but powerful: protecting a child’s dreams starts with protecting their life, and that begins with a helmet.
Instead of scare tactics, the campaign chooses an emotional approach. It highlights children dressed as the people they dream of becoming—a doctor, a chef, a pilot, a boxer—all wearing helmets. These visuals were displayed on LED billboards across Bangkok, as well as in print and posters. Even the word “PROTECT” was handwritten in a childlike script to emphasize the innocence and hope at the heart of the message.
Honda didn’t stop with the visuals. The brand also hosted safety riding workshops across its training centers nationwide, giving parents and children the chance to learn and build safe riding habits together. It’s a simple gesture that could make a real difference in the long run.
For Honda, this campaign reflects its long-standing ‘Power of Dreams’ philosophy. Dreams can only flourish when children are safe and cared for. In a country where motorcycles are an everyday necessity, something as small as buckling on a helmet can protect not just a child’s life but the future they dream of.
Sources: Thai Honda, Little Black Book
