This is a public advertisement for road safety clearly delivering the message – “Don’t Speed”. 

As many other countries, Thailand has been facing huge social and economic loss from traffic accidents. Increasing GDP (Gross Domestic Product) has enabled more people to consume road vehicles such as motorbikes and personal cars but it has also indirectly caused more loss.  I see three crucial factors for increased number of road accidents and also increased seriousness for each incident – Large number of motorcycles, people driving vehicles without license and speeding.

• As many of you may be aware, motorbikes are one of the most dangerous transportation on the road. I know well about this issue from my personal experience. I have seen uncountable number of motorbike accidents (whether small or big) especially in Thailand. Also, I had an accident as well as most (I’d say about 90 percent) of my friends who drives motorcycles did. Statiscally, 21 percent of road accidents involved motorcycle.
• In addition hundreds and thousands of drivers in Thailand does not have the approved drivers’ license. Although this is more of the political problem, I think this fact contributes much on increasing number of vehicle accidents.
• Last but most importantly, speeding increases not only the number of accidents but also the fatality rate after accidents.  “According to the Police records which covers accidents occurred on National Highways, 82 percent of all accident causes by direct human causes and within these 73 percent causes[caused] by speed violation…” *

Although I may have focused too much on the road safety issue in Thailand, knowing these background facts (both statistically and culturally) would help the importance of message delivered by this advertisement. Also this advertisements’ setting is well selected as common backgrounds – So that anyone watching this commercial could think that this could happen to THEM.

*I have referred to a statistical report written by Sujin Mungnimit, Director of Traffic Safety Standard Unit in Thailand. (http://www.unescap.org/ttdw/roadsafety/Reports2006/Thailand_RSpaper.pdf)