Scope of Good Practice
The Problem Addressed by the Campaign
The campaign had to be direct, powerful and hard-hitting. It had to be addressed to each and every parent of a young child in the UAE. It had to tell each parent that it was their responsibility to ensure that their child was safe at home, away from any open windows or balconies to avoid any accidental falls.
Simple. Direct. Solid. Powerful. To convey to all parents that their children are precious and require the best possible care.
Two powerful creative ideas were developed. One, a print ad, showed a Barbie doll about to fall off from an open balcony. The copy said: "Your little doll is precious too. Ensure your child is safe at home." The second, a radio spot, used the nursery rhyme "Humpty Dumpty" with a chilling twist, to drive home the point of child safety at home.
The print ad was showcased regularly in 2012 across Gulf News newspapers, Scene magazine and Friday magazine. The radio spot was played across the Gulf News network of radio stations.
Overall, the campaign created great recall among the Gulf News target audience, with many parents saying that the print ad and the radio spot encouraged them to be more aware and more careful with their children's safety at home.
Conclusions and Recommendations
We will continue to ensure that child safety remains an important topic for all parents in the UAE.