Situation: Thailand has the second-highest number of traffic fatalities due to a significant problem with traffic safety caused by drivers' disregard for traffic laws.

Brief: Create an advertisement film targeting car drivers during Thailand’s New Year festival in 2024, emphasizing the importance of traffic regulations and safe driving on the roads.

Objectives: Raise awareness about safe driving practices to prevent traffic accidents during the Thai New Year festival in 2024.

This advertisement film was broadcast on both TV and online right before Thailand's New Year celebration, during a time when traffic accidents were at their highest. The initial goal of the campaign was to raise awareness about safe driving laws, but it quickly became a topic of widespread discussion and debate throughout the country. As a result, the number of traffic accidents in 2024 decreased by 9% compared to 2023.

Impact: The accident statistics for the year 2024 decreased by 9% as compared to the year 2023.

Reach: More than 12 million people reached this campaign commercial.

Engagement: It received many likes and shares online. The post garnered numerous likes and shares on the internet.

Change in Behavior: Thai people are becoming more engaged in traffic rules and safety standards, as seen by a 9% decrease in accident data in 2024 compared to 2023.

Brand perception: The Thai Health Promotion Foundation now plays a major role in encouraging and modifying safe driving behaviors among Thai citizens, surpassing other government organizations.

Achievement against objectives: This campaign not only raises awareness, but also reduces traffic accident statistics in 2024 by up to 9% compared to 2023.