FWD Singing Bus - Due to the fact that the bus system in Thailand is not designed with Universal Design, visually impaired people are unable to travel by public transportation. FWD, a life insurance brand that wants everyone to live life to the fullest, has therefore designed an innovative sound system installed at bus stops. This system signals bus routes and communicates with visually impaired passengers, enabling everyone to travel independently.

SITUATION

Visually impaired people in Thailand are unable to travel by regular buses due to the incomplete implementation of the Universal Design system.

STRATEGY

The ability to travel independently is a factor that can enhance the lives of people with disabilities and also provides emotional and psychological value to individuals. FWD aims to communicate its brand proposition about celebrating living while creating innovations beneficial to everyone. Therefore, they have developed an innovation that enables everyone to use public transportation and travel independently, which is also a way of celebrating living.

44,000 Visually Impaired Use Singing Bus Service,

324% Earn Impressions Exceeds Expectations,

472% Engagement Exceeds Expectations

(number of the bus)

the bus is here, sir.

/music jingle.

FWD Singing Bus - Due to the fact that the bus system in Thailand is not designed with Universal Design, visually impaired people are unable to travel by public transportation. FWD, a life insurance brand that wants everyone to live life to the fullest, has therefore designed an innovative sound system installed at bus stops. This system signals bus routes and communicates with visually impaired passengers, enabling everyone to travel independently.