Inclusive advertising is no longer a ‘nice to have’ but has been proven to shape culture and power commercial success. Grey Thailand and its client FWD insurance are at the forefront of inclusive marketing, and their work was picked up gold at this year’s Cairns Crocodiles Award. Here is a look at one of the most awarded campaigns.
The campaign, ‘Singing Bus’, used the power of sound to enable visually impaired people to catch buses.
Thailand has 200,000 visually impaired people, the third most common disability, and is a country with notoriously chaotic and noisy roads.
The bus system in Thailand was not designed with visually impaired people in mind, making it difficult and dangerous for Thais to use public transportation.
Life insurance brand FWD wanted to enable visually impaired Thais to live their best life.
After collaborating with the Thailand Association of the Blind and interviewing visually impaired people, Grey Thailand and FWD discovered that they have difficulty identifying buses and that there is a clear lack of audio cues.
The ‘Singing’ Bus campaign uses real-time audio cues and music at frequencies that are clear to their hearing.
The technology has been deployed on 46 Bangkok bus routes and eight out of 10 visually impaired Thais have now caught a Singing Bus.
Singing Bus won gold in the Radio and Audio and new Inclusivity categories at this year’s Cairns Crocodiles Awards. The Shift 20 Casting Call, by The Dylan Alcott Foundation and Special, picked up silver and Bupa Paralympics – Beyond The Games, by Bupa and Thinkerbell claimed bronze.
The Cairns Crocodiles Awards are looking for new campaigns that are at the cutting edge of inclusive marketing.
Enter the 2026 Cairns Crocodiles Awards now!
