The Lowlands of Holland has water everywhere and drowning was the No.1 cause of death in children under 5. Children under 5 don’t panic when they go underwater, so they don’t cry for help. We successfully made parents aware of this issue and turn tears of grief into tears of relief.
To promote our safety message further, we organised a Sad Duck race with 10,000 ducks, these were later given to new parents to remind them of the campaign. A chilling awareness of the issue rose dramatically through the media coverage of the event.
work floated for TBWA Amsterdam