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.

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.

FWD Singing Bus. We bring a brand mnemonic sound to help people live their best lives by creating a song with functions to fulfill everyday transportation needs for everyone, including visually impaired individuals.

Data gathering:

Since we identified the transportation challenges faced by visually impaired individuals through observation, we began working on gathering real needs from the Thai Association of the Blind in order to design sound innovations that are suitable and beneficial for everyone.

Target audience: Thai Mass Urbanist

Approach :

FWD Insurance's brand proposition is to help everyone live their life to the fullest without fear. To communicate this branding as a brand that inspires everyone to take action in life, we need to demonstrate solid actions of direct aid and create innovative solutions for people in need.

Call to action : Blending the brand's mnemonic sound into execution to register the brand identity.

Implementation :

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.

The innovation designed to notify passengers about the approaching bus routes. FWD has developed a sound alert system installed at bus stops. As for the alert sound, it has been composed into a melody that resembles the FWD Brand sonic sound.

Timeline : November 2023 - Presents

Placement : 68 bus routes in Bangkok

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."