Toyota Mobility Foundation and Honda promote traffic safety in Thailand through cultural insight with “KUB-DEE-DAI-DEE”

The Toyota Mobility Foundation (TMF) and Honda Thailand Foundation have launched the “KUB-DEE-DAI-DEE (Good Driving Brings Good Returns)” campaign in Thailand, a joint initiative aimed at reducing traffic accidents by reframing safe driving as a positive social value.

The campaign is part of the overseas subcommittee of the cross-industry “Tateshina Meeting,” a framework committed to achieving zero traffic fatalities. Building on insights from Japan and adapting them locally, TMF and Honda are working together to foster safer road environments in Thailand – a country facing persistently high accident rates, particularly among younger drivers of cars and motorcycles.

At the heart of the campaign is a simple but powerful strategic idea: connect traffic safety to Thailand’s deeply rooted cultural belief, “TAM-DEE-DAI-DEE” (Good deeds bring good returns).

Rather than positioning road safety as a rule or obligation, “KUB-DEE-DAI-DEE” reframes safe driving as a personal good deed – one that positively impacts both the driver and the wider community. The approach transforms everyday safety behaviors into meaningful, culturally resonant actions.

Key “KUB-DEE (Good Driving)” behaviors, such as checking blind spots, watching for motorcycles, and maintaining safe distances, were selected based on data-driven analysis of common accident patterns in Thailand. The goal is to encourage mutual consideration between four-wheeled and two-wheeled road users and embed these habits into daily driving culture.

To drive engagement, the campaign leverages social media and a dedicated website, supported by the Bangkok Metropolitan Administration (BMA).

An interactive “KUB-DEE-DAI-DEE Generator” allows users to select the safe driving behaviors they want to commit to and create shareable wallpapers or short videos. By turning safety awareness into a public declaration, the campaign encourages accountability and peer influence – key levers for behavioral change among younger audiences.

The visual identity, developed in collaboration with emerging Thai artist Sarawut Pannoo, blends contemporary design with traditional Thai motifs to ensure cultural relevance and youth appeal.

Launching in November 2025, the campaign will run across digital, outdoor, and BMA-owned media channels in Bangkok and Chiang Mai. Based on measured impact and insights, the initiative is set to expand further in 2026 in partnership with Toyota Motor Thailand and Honda Thailand Foundation.

Through cross-industry collaboration and culturally grounded strategy, “KUB-DEE-DAI-DEE” aims to build a new norm of considerate driving – where good actions on the road create safer returns for everyone.

Chadchart Sittipunt, Governor of Bangkok, said: “Bangkok places great importance on traffic safety. The launch of the ‘KUB-DEE-DAI-DEE’ campaign by TMF and Honda is a major step toward nurturing a culture of considerate and safe driving between an automobile manufacturer and a motorcycle manufacturer working together. The Bangkok Metropolitan Administration fully supports this initiative and will continue working to make our roads safe and livable for everyone.”

Susumu Matsuda, Deputy Chairman of the Board, Toyota Mobility Foundation, said: “At the Tateshina Meeting, we place great importance on the idea that ‘Traffic safety is something created by everyone.’ We value each individual thinking about what they can do from their own standpoint and taking action.

We hope that the concept of ‘KUB-DEE-DAI-DEE’ will be warmly received as positive reinforcement by the people of Thailand, and that the spirit of compassion and the circle of traffic safety will spread across both four-wheeled and two-wheeled vehicle users.”

Hideaki Takaishi, General Manager, Safe Driving Promotion Division, Honda Motor Co., Ltd., said: “We are pleased to launch the ‘KUB-DEE-DAI-DEE’ campaign together with TMF to address Thailand’s serious traffic challenges.

“By promoting considerate driving from both four-wheeled and two-wheeled perspectives, we aim to deliver safety and joy to everyone, while working together toward a society with zero traffic accidents.”