Brand package "The elements have no heart"

Cases of child deaths and injuries are recorded annually in our country.

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 on water bodies.

Goal of the brand package:

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

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

Target audience: citizens of the Republic of Belarus who fall into the category of "parents".

Idea: many parents underestimate or even ignore the risks of many potentially dangerous situations. In this 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 – what dangers await children at the mercy 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 heartbeat of a child in distress? A mother's heart aching with pain? Or a rescuer's heart? But do the elements have a heart? No! This is the semantic message hidden in the concise slogan: "The elements have no heart". This phrase fully illustrates the possible consequences of an irresponsible attitude towards children's safety.

Campaign period: July 2024 – August 2025.