Our objective was to make parents recognize that distraction is the main cause of home accidents among children, and in doing so, reducing the number of accidents. Together with a psychologist, specialized in risk and crisis psychology, we pinpointed that the main cause of accidents is the lack of parental supervision. The strategy of the campaign was to relate to parents rather than to educate them. In order to do so we developed an interactive film that mirrored the daily distractions of being a parent as well as showing them how easy it is to loose focus of your children - no matter how good of a parent you are.

An interactive webfilm was launched that dramatized potentially hazardous situations in split screen, mirroring the stressful everyday life of being a parent. At the end parents got a “risk profile” showing them what dangers they were good at spotting as well how they could improve. The campaign was in the top news of Sweden’s biggest commercial TV channel and discussed for 7 minutes on Sweden’s largest morning show as well as in social media and on blogs. Resulting in a 750 % return on investment.

To illustrate that distraction as the main cause of home accidents among children, we developed an interactive web film. Together with a psychologist, we studied common risks along with circumstances in which accidents often occur, which were then dramatized in the film.

The film was divided into four acts where various scenes were played simultaneously in split screen, forcing the user to focus on the scene that needed most attention. After each act an infografic showed which situation had gotten most attention, followed by a question related to the scene.

At the end the user got a shareable "Risk Profile" which showed what risks they were good and less good at spotting.

The outset for the channel strategy was to create PR-reach in broad national media, as well as a web TV-spot to promote and drive traffic to the website.

To measure the effectiveness of the campaign an annual survey among the target group is conducted. The results exceeded our expectations making it the Swedish Civil Contingencies Agency’s most successful DM.

- 87% recalled the DM (up by 30 % compared to the previous year)

- 93% found the information clear and concise (up by 44%)

- 84% found the information in the DM to be interesting and relevant (up by 50%)

- 81 % said their knowledge about emergency preparedness had increased (up by 47%)

- Total media reach was 10.7 million which gives an ROI of 328%