Highlights

Region(s): Middle East
Issue(s): Safety
Author: Shantesh Row Sponsoring organization: Corporation Organization(s): Gulf News
Agency: IKON Advertising and Marketing FZ LLC Dubai. Contact: Shantesh Row shantyarow0908b9f58eba8f9@94684db10cgmail.com

Campaign Info

Scope of Good Practice

In the year 2011 the United Arab Emirates (UAE) saw a number of children falling to their deaths from high-rise buildings. The incidents mainly occured because parents did not take the right precautions in ensuring their children were safe at home and away from open balconies. Gulf News, one of the UAE's most widely circulated newspapers, decided to create awareness of the issue among parents through a dedicated campaign.

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.


Background Research

More than 50 children had died across the UAE by falling from high-rise buildings — an alarmingly high figure.

Strategy

Simple. Direct. Solid. Powerful. To convey to all parents that their children are precious and require the best possible care.

Creative

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.

Media

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.

Impact

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.

Additional Creative Materials

Child Safety Gulf News Radio

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