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Thailand 7% Project - Child Helmet Campaign

Thailand, Southeast Asia

Named after Thailand's shockingly low 7% child helmet use rate, this AIP Foundation campaign uses creative methods to increase awareness and adoption. Despite Thailand having 73-74% of road deaths among motorcyclists, child helmet laws are poorly enforced. The campaign employs design contests, helmet-themed concerts, school-based donation programs, and pilot interventions including helmet banks, taxi stand distributions, and enhanced police enforcement. AIP Foundation works with the National Road Safety Directing Center sub-committee, training children, teachers, parents, and communities on helmet importance.

Behavior Goal

Increase child helmet use from 7% to universal adoption; address barriers including affordability, accessibility, and parental perceptions; create social norm around child helmet use

Target Audiences

Caregivers/Parents

Methods & Approaches

Mass Media Campaigns

Implementers & Partners

  • AIP Foundation
  • Thailand National Road Safety Directing Center

Donors & Sponsors

  • FIA Foundation
  • Corporate sponsors

Key Takeaways

  • 1Creative engagement (design contests, concerts) attracts youth attention
  • 2Pilot interventions (helmet banks, taxi stands) test distribution models
  • 3Affordability and accessibility are key barriers requiring supply-side solutions
  • 4Parent education addresses misconceptions about child helmet risks
  • 5School-based programs provide consistent touchpoint for helmet distribution

Sources

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