APAC Creative Work of the Week: BBDO Bangkok's connected 'Helpmet'

Thailand has the second highest rate of road deaths in the world, according go BBDO Bangkok, and 80 per cent of motorcyclist fatalities occur on rural roads, with the danger increasing when riders ride alone, or at night.

According to the campaign, head injury causes riders to lose their consciousness, leaving them unable to call for help. To combat this the agency, in cooperation with ThaiHealth’s Road Safety Project, created Helpmet, a helmet that can detect a serious head impact and call for help when riders are unconscious.

Currently, accident reporting processes are voice-based, which depends on the victim or passersby, so the solution was to create a more immediate and responsive digital method.

In terms of technology, it features a built-in Piezo shock sensor, GPS and GSM Cellular technology. With the shock sensor, if the head impact is measured and exceeds 95 g-force, a dangerous level that leads to unconsciousness, an emergency SMS will be sent by Helpmet to the National Emergency Centre. The rider’s emergency contact will be sent in real-time, with the rider’s geolocation and important health information, such as blood type, medical record, and insurance information, that the rider has registered in the website.


Client : Thai Health Promotion Foundation

Advertising Agency : BBDO Bangkok

Chief Creative Officer : Suthisak Sucharittanonta

Executive Creative Director : Anuwat Nitipanont

Creative Director : Pitha Udomkanjananan

Art Director : Nattagorn Thairattanasuwan

Copywriter : Manamai Rodpetch

Client Service Director: Vasanai Pakapongpan

Account Director : Tanyawan Wongapichart

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte