Every year in The Netherlands, 7,500 accidents happen with young kids and household chemicals. Our task was to raise awareness among Dutch parents about how attracted their children are to household chemicals.
We conducted an experiment on kids between 1 and 4 years old. What happens when you give a child the choice between household chemicals and toys. The campaign message was communicated with an online film, online ads, posters and informative brochures. We also created an online mobile test designed to let parents test their children.
Toy or toxic interactive test
We generate over 3 million euros of free publicity, kids made more than hundreds of thousands
choices in the mobile test. And above all, 90% of all targeted parents guaranteed to
change their behavior.
The idea was picked up immediately by national and international media.