Cannes Lions

CHILD SAFETY SEAT PROMOTION

DENTSU, Tokyo / ADVERTISING COUNCIL / 2005

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Non-use of child seats in cars is a serious problem in Japan. The majority of parents understand the issue but lack a real sense of crisis. They don't recognise that it can actually affect them, and their children.

The objective of this banner is to make users recognise the danger, by showing actual figures which give a more realistic idea of the fatal outcome. The hope is that experiencing this banner will make parents acknowledge the problem as their own.

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