YDM Thailand’s Buscape campaign transforms everyday school supplies into life-saving fire escape training tools

A tragic school bus incident near Bangkok saw YDM Thailand turn an ordinary school supply into a survival training device. The agency worked with Thanachart Insurance to create a pencil case that teaches children how to escape a school bus in an emergency.

The campaign followed a tragic accident where a school bus carrying students and teachers caught fire, resulting in 23 fatalities — 20 of them children. This heartbreaking event underscored the urgent need for better fire safety education in schools – sadly, it wasn’t the first time.

In response, Thanachart Insurance launched Buscape — a groundbreaking effort to embed emergency preparedness into children’s everyday lives.

In partnership with ThaiHealth and creative agency YDM Thailand, they transformed a pencil case into an interactive fire escape training tool, making fire safety second nature for kids.

Anuwat Nitipanont Chief Creative Officer at YDM Thailand explained that this initiative isn’t just about protecting property — it’s about protecting lives, especially those most vulnerable, in the moments that matter most.

He said the problem is in many schools there is not enough drills and not enough reparedness.

“Fire drills are conducted only once or twice a year — and some don’t run them at all. That’s simply not enough for kids to retain what to do in a real emergency. Panic, confusion, and a lack of instinctive response can be fatal — even for adults,” added Nitipanont.

Buscape solves this by embedding safety into a daily habit. Buscape is a comprehensive fire drill training kit disguised as a school supply.

Shaped like a school bus, the pencil case exterior features interactive emergency exits kids can open and play with. Inside is a detailed floor plan of the bus, helping children visualize and memorize escape routes.

A QR code inside links to a short animated cartoon that teaches fire escape techniques. The fun, engaging content helps children learn and retain critical survival steps.

Because kids use the pencil case every day, fire safety practice becomes a routine — building muscle memory and calm confidence through repetition.

It’s a powerful idea that turns the ordinary into a tool that protects lives.