The Window Must Be Harmless

Since the first day, we look after the children. We try to keep their surrounding as safe as possible. Nevertheless, we rarely consider window as a source of danger, especially when a child looks into it with a great curiosity and doesn’t anticipate any danger. This is the exact moment when the window attacks because it is a lurking predator. In Kazakhstan, statistically, the number of cases of children falling out of the windows is rising; more than half of them end up fatally.
With the help of the Council of Almaty City, TBWA\CAC initiated a social project. The main purpose of it is to highlight the problem by creating a conversation platform between business, government, and people in order to implement the windows’ safety standards during building construction.
The insight for the campaign is “Even if the window is perceived safe, it is a hidden predator which attacks children when adults lose vigilance”. Based on insight, the agency is starting the first wave of the social project with digital posters, where the hidden predator is preparing to attack. In the further steps, the conversation platform will be supported by Digital Communications, OOH, PR.