Cannes Lions
McCANN ERICKSON, Kuala Lumpur / PROTECT & SAVE THE CHILDREN / 2007
Overview
Entries
Credits
Execution
We decided the project needed to address both parents and children. It would be a “safe place” where children learn together with their parents, and hopefully open their channels of communication. We looked at developing an experiential maze that addressed three main topics: (1)building self-esteem (2)personal safety (3)understanding fear.
To bring the topics to a child’s level of understanding, we created relevant activities that were simple, fun and easy to comprehend, and always with an insightful message as its focal point. The use of colors, tactile materials, video, and environment manipulation further helped bring the messages and the emotions to life.
Outcome
The maze was first installed for 1 week at Bangsar Shopping Centre in Kuala Lumpur, Malaysia on 11th November 2006. An estimated 2000 children and their parents experienced the maze.
• “… a good tool to reinforce personal safety messages to our son who was touched by someone in school.” Parent 1.• “… it is an important topic. You should really consider taking the maze to different states.” Parent 2.With such positive feedback, key sponsors have since increased funding and the maze will go on a nationwide school tour, starting April 2007, with 12 schools already signed up.
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