TOY OR TOXIC

DON'T GIVE KIDS A CHOICE

Brief

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.

The idea

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.

Campaign results

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.