"In the Element, There Is No Heart": New Brand Package from the Ministry of Emergency Situations
– Do you hear the heartbeat of a child in trouble?
– The heart of a mother, clenching in pain?
– Or the heart of a rescuer?
– But does the element have a heart?
– No! The element has no heart!
Child injury remains a significant social issue. Children are very curious and actively explore the world around them. However, they still lack essential life skills and do not always know how to assess the dangers of a situation. Often, the decisive factor in the occurrence of emergencies involving children is the lack of supervision from adults. To once again draw parents' attention to this pressing social issue, employees of the Scientific Research Institute of Fire Safety and Emergency Situations of the Ministry of Emergency Situations of Belarus have developed the brand package ‘The Element Has No Heart’.
Influencing the formation of a responsible attitude among parents towards child safety and raising awareness of the problem of child fatalities in fires and water bodies is the main goal of a large-scale project, with thematic billboards to be placed in the vicinity of settlements across the country this August.
Many parents underestimate or even ignore the risks associated with numerous potentially dangerous situations. In such cases, to effectively reach the most indifferent, the employees of the Ministry of Emergency Situations act unconventionally, employing direct and vivid communication. At the same time, visual communication does not repel; on the contrary, it breaks through the wall of parental indifference and prompts them to consider the safety of their children!
Moreover, the key idea is to illustrate through universally understood symbols – a child's toy and a heart – the dangers that await children at the mercy of the elements when parents leave them unattended, which captivates and evokes genuine interest in the target audience. In the developed visual communication, the role of the child is represented by a ‘teddy bear’, while the symbol of life is embodied by a ‘heart’. Strong and reliable hands of a rescuer symbolize the saving of a child's life, warning parents against careless mistakes in the future.
As is known, any element cannot show compassion to a person, for it has no heart. 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 child safety.
Thus, rescuers aim to reach every parent – urging them not to leave children unattended, to stay close to their child to prevent possible tragedy, and to teach them safety rules.
Do not remain indifferent: join the rescuers and ensure a safe childhood for your children!
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