Seven children die every day on Thailand’s roads. Many are passengers on the family motorcycle. Only 7% of these kids are wearing crash helmets.

Save the Children and the AIP Foundation are working together to implement the ‘7 percent’ campaign. It is an initiative aiming to promote motorcycle helmet use to young people, identifying barriers to using helmets and using pop bands and social media to persuade them that crash helmets can be cool as well as potentially life-saving.

At the same time the campaign is working with the public authorities: enforcement agencies, educators and public health leaders to influence laws and behaviour to ensure a sustained and lasting increase in motorcycle helmet use amongst young Thais.