A new initiative is underway in Thailand to bolster disaster preparedness, acknowledging the significant challenges posed by emergencies across the nation. Data compiled from government agencies and international organizations reveals that natural disasters have exacted a heavy toll over the past two decades, resulting in economic losses exceeding 2 trillion baht and impacting more than 68 million people nationwide.
Lifeline Campaign Aims to Empower Public
The “Lifeline” campaign is a collaborative effort designed to unite government bodies, businesses, and industry associations. By pooling their expertise, information resources, technological capabilities, and communication channels, the campaign seeks to empower the public with the knowledge and tools to prepare for crises before they strike.
Communication as a Critical Lifeline
Narasith Sitthivejvichit, chief executive of Line Thailand, highlighted the genesis of the messaging app’s involvement. “The messaging app was born out of the devastating earthquake and tsunami that struck Japan in 2011, when conventional communication channels failed and people were unable to contact their loved ones,” he stated. “That experience shaped our belief that communication and access to accurate information are among the most critical lifelines during emergencies.”
Digital Technology for Enhanced Public Safety
Nan Boonthida Somchai, deputy minister of the Digital Economy and Society (DES) Ministry, emphasized the government’s commitment to leveraging digital technologies for public safety. “The organization prioritizes applying digital technologies to improve public safety, particularly during emergencies when rapid access to accurate information is essential for informed decision-making,” she commented.
Key Partners and Program Features
This comprehensive initiative brings together a diverse group of stakeholders:
Public Sector Organizations:
- DES Ministry
- Meteorological Department
- Department of Disaster Prevention and Mitigation
- National Broadcasting and Telecommunications Commission
- Pollution Control Department
- Bangkok Metropolitan Administration
Private Sector Partners:
- Allianz Ayudhya Assurance
- AP (Thailand)
- Central Group
- Kasikornbank
- Origin Property
- The Mall Group
- MarTech Association of Thailand
- Digital Advertising Association (Thailand)
- Media Agency Association of Thailand
Two Pillars of Preparedness: “Be Informed” and “Be Checked”
The campaign is built around two core concepts:
- “Be Informed”: This encourages users to subscribe to the Line Alert Official Account to receive verified emergency alerts and official information. This ensures timely updates from trusted sources directly to their devices.
- “Be Checked”: This promotes the use of Line Safety Check. This feature allows individuals to quickly confirm their own safety status and check on the well-being of family members and friends during emergencies, thereby reducing panic and improving communication efficiency.
Nationwide Safety Check Simulation Announced
To promote practical engagement and familiarize the public with these tools, Line and its partners are organizing a nationwide Line Safety Check simulation. This event is scheduled for June 26, from 11 am to 5 pm, providing users across Thailand an opportunity to practice confirming their safety status through the application.
