Brand package "The elements have no heart"

In our country, cases of child deaths and injuries are recorded annually. The statistics will not leave any adult indifferent: in 2022, 14 children died in fires, in 2023 – 9, and since the beginning of 2024, 6 cases of child deaths have been recorded. According to operational information from OSVOD, in 2022, 26 children drowned in water bodies, in 2023 – 21, and since the beginning of 2024, 4 children have drowned.

Often, the decisive factor in the occurrence of such incidents is the lack of adult supervision. To once again draw parents' attention to the existing social problem, the brand package "The elements have no heart" has been developed, aimed at preventing child deaths in fires and water bodies.

Goal of the brand package:

to draw parents' attention to the problem of child deaths in fires and water bodies;

to influence the formation of a responsible attitude of parents towards children's safety.

Target audience: citizens of the Republic of Belarus belonging to the category of "parents".

Idea: many parents underestimate or even ignore the risks of many potentially dangerous situations. In such a case, to reach even the most indifferent, it is necessary to act unconventionally, using the most direct and vivid communication. At the same time, visual communication should not scare away, but rather break through the wall of parental indifference and make them think about their children's safety. Consequently, the idea arose to show through universally understandable symbols – a child's toy and a heart – the dangers that await children in the power of the elements (e.g., fire and water) when parents leave them unattended. In the developed visual communication, a teddy bear takes on the role of a child, and a heart symbolizes life. The strong and reliable hands of a rescuer symbolize the saving of a child's life, warning parents against careless mistakes in the future.

Do you hear the heart of a child in distress beating? The heart of a mother aching with pain? Or the heart of a rescuer? Does nature have a heart? No! This is the core message embedded in the concise slogan:
"Nature has no heart." This phrase fully illustrates the potential consequences of an irresponsible attitude towards children's safety.

Campaign period: July 2024 – August 2025.