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The Highway Police have come up with two novel ways to stop road accidents this New Year.
They have signed a deal with giant firm Brands to hand out their little bottles of chicken extract.
They have even got a name for the campaign: “Don’t drop off – stop for some Brands”.
Some 45,000 little bottles of the expensive black liquid will be handed out for free.
But that is not the only innovation to try to limit the annual New Year carnage on the Thai roads.
Chat Sukkaewnarong of the Highway Police authority also announced yesterday that 198 “sleep it off with the highway police” points had been set up nationwide.
This campaign was trumpeted as: “Don’t fall asleep at the wheel – sleep it off with the Highway Police”.
Motorists who are drowsy will be encouraged to have a snooze in a designated area to try to limit the death toll from “lap nai” – falling asleep at the wheel.
The Highway cops had a big ceremony yesterday to announce the new measures along with the more traditional tents and booths to promote what Daily News said in their headline was “taking care and ensuring safety at New Year”.
Thailand was recently named the most dangerous place in the world to drive. At average of at least 60 people die at the scene of accidents each day with a yearly death toll well in excess of 20,000.
When those who die later at hospital are added into the figures it is expected to be even worse than that, according to road safety groups.
While hundreds of thousands of people are injured or left handicapped nationwide each year.
Thaivisa notes that Brands Essence of Chicken is usually branded as a health supplement to promote brain power and is not usually used as a stimulant.
Some people consider it to be the Asian version of Vegemite or Marmite.