Cannes Lions

Life cards

TBWA\PARIS, Boulogne-Billancourt / SNCF (NATIONAL RAILWAYS) / 2018

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Overview

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Credits

OVERVIEW

Description

SNCF designed a card game to get the prevention message out for migrants.

The message is completely visual and needs no translation. The card game characters illustrate the 6 risky behaviors:

- A train moving at full speed can suck you in and crush you

- A train traveling at full speed arrives before you’re able to hear it.

- When you train surf, you risk death!

- In a tunnel, there is nowhere to escape

- It can be fatal to hide in the closet of a train.

- On the roof of a train, the electric cables can kill you even if you are not touching them.

Execution

Cards are the one items migrants can bring with them easily. They use it daily and for hours. It’s also an item which is used by several persons at the same time, making the message easier to spread.

LifeCards’ message had to be understandable by people from a lot of different origins, who didn’t speak the same language. The design of the pack is voluntary harsh so that anyone knows before opening it that railways can be associated with danger. The cards are more stiff than usual card games. It has been thought so they can resist to difficult conditions in which migrants use them.

A special paper Sirio Color Nero 290g/m2, with UV offset impression.

Outcome

30 000 card games have been handed out to charity organizations such as Médecin Sans Frontières, la Croix Rouge, La Cimade, France Terre d’Asile, Utopia 56, Forum réfugiés, The United Nations High Commissioner for Refugees, Caritas Diocesana Ventimiglia San Remo and Save the children.

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