Toyota Mobility Foundation and Honda roll out traffic safety awareness campaign 'KUB-DEE-DAI-DEE' in Thailand in conjunction with Songkran

The Toyota Mobility Foundation (Chairman: Akio Toyoda, hereinafter 'TMF') and Honda Motor Co., Ltd. (Director, President and Representative Executive Officer: Toshihiro Mibe, hereinafter 'Honda') will implement a campaign timed with Songkran*1 from April to June 2026, as a new rollout of 'KUB-DEE-DAI-DEE.' This initiative aims for a traffic society in Thailand where cars and motorcycles can continue to drive safely with mutual consideration.

In this second phase, continuing from last year, we will utilize a LINE official account to broadcast information that leads to safe behavior, while advancing mechanisms that raise awareness of traffic safety in an enjoyable way.

With rapid economic development in Thailand, traffic accidents are also increasing, and accidents involving both cars and motorcycles are becoming a serious social issue, particularly among the youth. As part of the activities of the Tateshina Conference*2 'Overseas Subcommittee'*3, TMF and Honda have been working on traffic safety awareness, leveraging their respective expertise under the shared belief that 'both cars and motorcycles are companions protecting lives once on the road.'

'KUB-DEE-DAI-DEE' is a positive traffic safety campaign inspired by the concept deeply rooted in Thailand that 'doing good brings good returns,' framing compliance with traffic rules as 'something that brings good things.' In the first phase, conducted from November to December 2025, information was disseminated primarily to young people through social media ads, outdoor advertising, and a special website. In addition to the wide reach of the message, results from user interviews indicated that the campaign was received positively locally.

Based on these results, in the second phase, we will broadcast messages focusing on the prevention of drunk driving as a key theme, timed with Songkran, a period during the year when traffic accidents occur frequently. In addition, we will utilize a LINE official account as a new communication platform to spread information about traffic safety.