We power road safety

The campaign offers an opportunity for the young generation to use their technological expertise to develop digital learning materials for schoolchildren that will lead to a decrease in road accidents in Thailand. The competition emphasizes Shell’s “Sustainable Road Safety” campaign, which runs for three years from 2018 to 2020, to drive Thailand towards sustainable safety on roads and increase the efficiency of road safety measures.

Mr. Asada Harinsuit, Chairman of The Shell Company of Thailand Limited, said: “Safety is a top priority of Shell, and improving road safety has always been one of our important commitments. As the world’s leader in the oil and energy industry, we are committed to providing energy responsibly and safely, as well as reinforcing a safety mindset among citizens and especially in young people, who are the driving force of our country. It is necessary to employ technologies to create a safety mindset among them. We expect the campaign to lead to behavioural changes and drive Thai society towards sustainable safety, in line with the government’s road accident prevention policy and Shell’s purpose to Make Life’s Journeys Better.”

According to data dated December 2018 from the World Health Organization, the fatality rate on Thailand’s roads is estimated at 22,491 deaths per year, or 60 deaths per day. The figures indicate that Thailand has the highest traffic deaths in Asia, with 74 percent the result of motorcycle accidents. The majority of these deaths are young people from 15 to 29 years of age, which represent a long-term loss to the economy because the young generation is the main force in setting the direction of Thailand’s future.

Shell has therefore launched the “WE Power Road Safety Digital Creator” campaign. This follows on from its earlier “School Road Safety” project, which was conducted at the Sacred Heart Convent School from 2016 to 2018 to promote and encourage road safety awareness. The campaign was a collaboration with such experts as Dr. Adisak Palitpolkarnpim, Head of the Child Safety Promotion and Injury Prevention Research Centre, Ramathibodi Hospital, who judged the project to be a success after observing more than 2,000 teachers, parents and students receiving the training. The results were effective in leading to behavioral changes in safety.

The launch event also featured a panel discussion on the potential impact of the “WE Power Road Safety Digital Creator” campaign, which several sectors are cooperating on. Mr. Prommin Kantiya, Director of the Accident Prevention Network, supported by the Thai Health Promotion Foundation, provided his insight on the road accident situation and statistics, and the situation concerning children and road accidents in Thailand. Mr. Kirati Thanakitchaloenpat, Founder of Runster, an exercise game, shared his experience as a game developer, while Mr. Monchai Sricharoensak, Vice President of Digital Trade and Industry Development, Digital Economy Promotion Agency, offered his thoughts on the challenges in people development in the age of digital transformation and how the digital community could help promote road safety awareness among the younger generation.

The “WE Power Road Safety Digital Creator” aims to provide road safety education and encourage safety mindsets through the young generation’s creations on digital platforms, including games, animations and e-learning materials. The campaign opens opportunities for young people, university students, start-up software and game developers, as well as the general public to use their digital skills to creatively develop road safety applications. These new innovations are intended for future use in schools and nearby communities to help encourage road safety among young people.

The campaign is open for registration from 8 January to 6 March 2019. All entries submitted must be contestants’ own work and not violate the copyright of another party. The entries must have clear and concise objectives and concept, with a designated team of developers. The eight teams who pass through to the final round will receive 5,000 baht and attend a two-day Road Safety Bootcamp to receive more information on content development. They can then fully develop games, animations, and e-learning materials on the digital platform. The winners will be announced in April 2019. The winning team will receive 50,000 baht and the runner-up will take home 30,000 baht.

“Finally, Shell hopes that the ‘WE Power Road Safety Digital Creator’ will play a part in improving the potential of young people in creating innovations, while also driving Thai motorists towards a sustainable road safety culture. The initiative is in line with the government’s Thailand 4.0 agenda, which aims to develop and equip people with digital skills and prepare Thailand for the expanding digital economy,” Mr. Asada concluded.

For further information please contact

Sudarat Peetakanont
External Relations/SI/SP Advisor

Yada Sintavarattana
Hill+Knowlton Strategies Thailand
Tel: +662 627 3501
E-mail: ysintavarattana@hkstrategies.com

Thitipa Laxanaphisuth
Country External Relations Manager
The Shell Company of Thailand Limited 
Tel: +662 262 7839  

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