Thailand's bus system was created without the universal design method, creating barriers for visually impaired individuals to access public transportation. In light of this issue, FWD, a life insurance brand committed to enabling everyone to enjoy life to the fullest, has developed an innovative sound system that can be heard clearly and comfortably, even amidst the noisy urban traffic, thus enhancing the travel experience for visually impaired passengers. Furthermore, the accompanying song has been adapted from the brand's signature sonic sound, allowing consumers to tangibly experience the brand’s vision through this audio design.

The public transportation system in Thailand is not yet standardized and has not been designed to be inclusive to accommodate individuals with disabilities. As a result, there may be challenges for some cases, making it unsafe for persons with disabilities to travel alone.

FWD Singing bus give a melodious sound that notifies the arrival of the bus route, and it will play until the bus doors are closed. This can help visually impaired individuals to travel independently by bus.

Spot Script for Route 2

(FWD Brand mnemonic sound)

Route 2 Route 2 Route 2

Route 2, Sir

Spot Script for Route 3

(FWD Brand mnemonic sound)

Route 3 Route 3 Route 3

Route 3, Sir

Spot Script for Route 3-26E

(FWD Brand mnemonic sound)

3-26E 3-26E

Route 3-26E, Sir

Spot Script for Route 4-70E

(FWD Brand mnemonic sound)
4-70E 4-70E

Route 4-70E, Sir

Spot Script for Route 8

(FWD Brand mnemonic sound)
Route 8 Route 8 Route 8

Route 8, Sir

Spot Script for Route 26

(FWD Brand mnemonic sound)
26 26 26

Route 26, Sir

Spot Script for Route 39

(FWD Brand mnemonic sound)
39 39 39

Route 39, Sir

Spot Script for Route 59

(FWD Brand mnemonic sound)
59 59 59

Route 59, Sir

Spot Script for Route 60

(FWD Brand mnemonic sound)

60 60 60

Route 60, Sir

Spot Script for Route 63

(FWD Brand mnemonic sound)

63 63 63

Route 63, Sir

Spot Script for Route 67

(FWD Brand mnemonic sound)

67 67 67

Route 67, Sir

Spot Script for Route 536

(FWD Brand mnemonic sound)

536 536

Route 536, Sir



Spot Script for Route A3

(FWD Brand mnemonic sound)

A3 A3 A3

Route A3, Sir

Situation :

Thailand's bus system lacks Universal Design, visually impaired individuals often face difficulties traveling independently on public transportation. This can lead to accidents or challenges in locating the correct bus routes.

Brief :

Helping everyone live their life fullest by creating a sound system that better heard in traffic.

Objective :

To build brand awareness by expressing the brand purpose of 'Celebrate Living'.

The public transportation system in Thailand is not yet standardized and has not been designed to be inclusive to accommodate individuals with disabilities. As a result, there may be challenges for some cases, making it unsafe for persons with disabilities to travel alone.

44,000 Visually Impaired use Singing Bus Service across 68 bus routes and reach 106 million reached

Impact : 192 million earned impressions

Engagement : The PR Page Post for the campaign has garnered an abundance of positive feedback, reflecting people's favorable disposition towards the brand's initiative in launching this campaign to assist visually impaired individuals.

Change in Behaviour : 81% of the Visually Impaired used The Singing Bus Service

Achievement against objectives : This campaign reflects the brand's belief in enabling everyone to celebrate life and fully embrace it in their own way. By addressing the challenges faced by visually impaired individuals in living life to the fullest, the campaign reinforces the brand's values and aims to enhance positive perceptions of the brand."

Research has shown that when visually impaired people hear a melody in a noisy place like a city in Bangkok. The electrical waves in their brain will respond to hearing more if compared with non-rhythmic sounds. So we designed a song that is better heard in traffic. We applied peak-limiting technology to minimize sound peak levels.

The whole sound system connects buses and bus stops by satellites to ensure 100% of accuracy.