BBDO Bangkok Uses Tunnel Vision Theory to Encourage Safer Driving

BBDO Bangkok has helped the Thai Health Promotion Foundation launch a new road safety campaign via multiple media platforms, including online and traditional media.

In Thailand, traffic accidents are a major problem that result in thousands of deaths and injuries every year. At one point, Thailand had the second highest number of accidents globally. 

Thai Health Promotion Foundation partnered with BBDO Bangkok to create a public awareness campaign to encourage people to reduce their speed on the road.

The ‘Speed Blinds You’ campaign uses the Tunnel Vision Theory to explain how peripheral vision loss due to an increase in speed is how accidents can occur, which can be deadly to you, your passengers, incoming traffic and passersby.

The campaign became enormously successful, with nearly 5 million views and 40K shares on social media just 3 days after the launch, and as a result became the top searched item online. 

‘Speed Blinds You’ has also garnered huge attention from Thailand’s leading television channels and newspapers, gaining momentum nationwide through earned media.

 

Suthisak Sucharittanonta, Chairman and Chief Creative Officer of BBDO Bangkok, said "The world's 2nd highest number of motorcycle accidents happens in Thailand. We wanted to give a clearer picture and understanding of one major cause of accidents; and the tunnel vision theory in this film clearly demonstrates this to riders."