Brand package "In the Element, There Is No Heart"

In our country, cases of child fatalities and injuries are recorded every year.

Often, the decisive factor in the occurrence of such incidents is the lack of supervision by adults. To once again draw parents' attention to this pressing social issue, a brand package "The Element Has No Heart" has been developed, aimed at preventing child fatalities in fires and water bodies.

The goal of the brand package:

to draw parents' attention to the problem of child fatalities
in fires and water bodies;
to influence the formation of a responsible attitude of parents towards the safety of children.

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

Idea: many parents underestimate or even ignore the risks associated with numerous potentially dangerous situations. In such cases, to effectively reach the most indifferent, it is necessary to act unconventionally, using the most direct and vivid communication. At the same time, visual communication should not be off-putting; rather, it should break through the wall of parental indifference and encourage them to think about their children's safety. Therefore, the idea arose to illustrate through universally understood symbols – a child's toy and a heart – the dangers that await children at the mercy of the elements (for example, fire and water) when parents leave them unattended. In the developed visual communication, a teddy bear takes on the role of the child, while the symbol of life is represented by the heart. Strong and reliable hands of the 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 trouble? The heart of a mother, tightening with pain? Or the heart of a rescuer? But does the element have a heart? No! This meaningful message is encapsulated in the concise slogan:

"The Element Has No Heart". This phrase fully illustrates the possible consequences of an irresponsible attitude towards children's safety.

Campaign duration: July 2024 – August 2025.