Line Thailand has joined forces with 15 government and private agencies to launch "Lifeline: Prepared Before Crisis", a nationwide initiative aimed at strengthening disaster preparedness and emergency awareness among Thais by promoting access to trusted information and practical digital safety tools.
The initiative reflects growing recognition that disasters and emergencies are a significant challenge for Thailand.
According to a special dataset compiled by Thai PBS using information from government agencies and international organisations, natural disasters have caused more than 2 trillion baht in economic losses over the past two decades while affecting over 68 million people nationwide.
Through the Lifeline campaign, government agencies, businesses and industry associations will combine their expertise, information resources, technology and communication channels to encourage the public to prepare before crises occur.
Norasit Sitivechvichit, chief executive of Line Thailand, said 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.
"That experience shaped our belief that communication and access to accurate information are among the most critical lifelines during emergencies," he said.
Nan Boonthida Somchai, deputy minister of the Digital Economy and Society (DES) Ministry, said the organisation prioritises applying digital technologies to improve public safety, particularly during emergencies when rapid access to accurate information is essential for informed decision-making.
The initiative brings together six public sector organisations: the DES Ministry, the Meteorological Department, the Department of Disaster Prevention and Mitigation, the National Broadcasting and Telecommunications Commission, the Pollution Control Department and the Bangkok Metropolitan Administration.
Private sector partners include Allianz Ayudhya Assurance, AP (Thailand), Central Group, Kasikornbank, Origin Property, The Mall Group, the MarTech Association of Thailand, the Digital Advertising Association (Thailand) and the Media Agency Association of Thailand.
At the heart of the programme are two key concepts, with the first dubbed "Be Informed", encouraging users to receive verified emergency alerts and official information through the Line Alert Official Account, providing timely updates from trusted sources.
The second is called "Be Checked" and promotes the use of Line Safety Check, a feature that enables users to quickly confirm their own safety status and check on the well-being of family members and friends during emergencies, helping reduce panic while improving communication efficiency.
To encourage practical participation, Line and its partners are holding a nationwide Line Safety Check simulation on June 26 from 11am to 5pm, allowing users across Thailand to practise confirming their safety status through the application.
