Thai Health Promotion Foundation (ThaiHealth): Helpmet

Credits & Description:

Nomination: Mobile
Category: Technology: Wearable Technology
Award: Bronze Lion
Title: Helpmet
Agency: Bbdo Bangkok
Brand: Thai Health Promotion Foundation
Country: Thailand
Advertising Agency: Bbdo Bangkok
Entrant Company: Bbdo Bangkok
Media Agency: Bbdo Bangkok
Pr Agency: Bbdo Bangkok
Production Company: Bbdo Bangkok
Additional Company: Bbdo Bangkok
Executive Creative Director: Anuwat Nitipanont (Bbdo Bangkok)
Art Director: Nattagorn Thairattanasuwan (Bbdo Bangkok)
Copywriter: Manamai Rodpetch (Bbdo Bangkok)
Associate Creative Director: Pitha Udomkanjananan (Bbdo Bangkok)
Chairman & Chief Creative Officer: Suthisak Sucharittanonta
 (Bbdo Bangkok)
Account Director: Tanyawan Wongapichart (Bbdo Bangkok)
Programmer: Chris Junior Drabik (-)
Client Service Director: Vasanai Pakapongpan (Bbdo Bangkok)
Director: Kasemparn Jujindalert (Meour Production Co., Ltd)
Campaign Description:
We created HELPMET, the world’s first helmet that can detect a serious head impact and call for help when riders are unconscious.HELPMET is an advanced motorcycle helmet that redefines the emergency rescue process, making response and rescue more efficient by changing the accident reporting process from the current voice-based method to a faster, more responsive digital one, with accurate geolocation details.It features built-in Piezo shock sensor, built-in GPS, and GSM Cellular technology. With the shock sensor, if the head impact is measured and exceeded 95 g-force, a dangerous level that leads to unconsciousness, an emergency SMS will be sent by HELPMET to the National Emergency Centre and the rider’s emergency contact in real-time, with the rider’s geolocation and important health information; blood type, medical record, and insurance information that the rider’s registered in the website for an immediate rescue.
Execution:
HELPMET is an advanced motorcycle helmet built from strong carbon fibre with absorbing foam, it features built-in Piezo shock sensor, built-in GPS, and GSM Cellular technology. If the head impact is measured and exceeded 95 g-force, a dangerous level that leads to unconsciousness, an emergency SMS will be sent by HELPMET to the National Emergency Centre and the rider’s emergency contact in real-time, with the rider’s geolocation and important health information; blood type, medical record, and insurance informationWe kicked off HELPMET project as a wearable tech by creating an explorer version available to 500 registered riders. The site www.helpmet.oi is opened for interested prospects who can register for the product. Thousands to riders have registered to purchase HELPMET since launch.
Synopsis:
The world’s 2nd highest number of motorcycle accidents happen in Thailand. 80% of motorcyclist fatalities occur on rural roads and the danger increases when riders ride alone, or at night. In many cases, head injury causes riders to lose their consciousness, leaving them unable to call for help. By the time emergency rescue team or someone notices, it’s too late. ThaiHealth’s Road Safety Project’s mission is to minimize road-accident fatality as much as possible. So, we needed to find a solution that can help riders when they need it the most, and that work under the time-scarce nature of a road accident.
Outcome:
- More than 500 users signed up for HELPMET’s 1st phase and use it on the road daily.- HELPMET has been used to protect lives on the road for more than 200,000 miles and still counting.- Thousands of riders have registered to purchase HELPMET in the up-coming release.- HELPMET has revolutionized the rescue process and created rescue opportunities where they previously did not exist.
Strategy:
The voice-based reporting process has been used for years in emergency rescue system in Thailand however there are 2 main problems.1. Time: in many cases, head injury causes riders to lose their consciousness, leaving them unable to call for help in time. By the time emergency rescue team or someone notices, it’s too late.2. Reporting process: rescue team receives inaccurate voice-based location reports from eyewitnesses identifying the accident location, leading the rescue team to the wrong location and resulting in failed rescue.The strategy was to invent a technology that can make the immediate, necessary call for help when a human cannot. A helmet is the best platform for detecting head impact and signaling for help, because riders wear it every time they ride. So, we enhanced the abilities of the old helmet with new-world technologies, turning it into a helper that can save lives in time.