Cannes Lions

Lifesaver Backpack

J. WALTER THOMPSON COLOMBIA, Bogota / LUKI / 2016

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Overview

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Credits

Overview

Description

We The Lifesaver Backpack, a new type of backpack that can keep the children safe when the unexpected happens and at the same time, teach them about water safety and what to do in case of an emergency.

Inspired by the same technology used in life vests and designed with materials that resist river currents and the weight of each child and their supplies, this backpack allows the child to float and it’s also capable of turning them around if they fall unconscious, allowing him or her to breathe freely.

Execution

The Lifesaver Backpacks were design and inspired by the same technology used in life vests, using light weight materials that resist strong river currents and colors that contrast against the dark brown water of the rivers. They were also tested to resist the weight of children from 5 to12 years old and their supplies, allowing the child to float and it’s also capable of turning them around if they fall unconscious, allowing him or her to breathe freely. The lifesaver Backpack has also integrated into the design reflecting materials that react to light, an internal dry bag for school supplies, a reinforce top handle that could be used for water rescues in the situation that a child is pulled out from the water into a boat, a waterproof whistle and stitch into the back are CPR instructions.

Outcome

In partnership with the Colombian Red Cross hundreds of back packs have been donated to 4 different jungle communities: Taparal, Munguido, San Jose and Los Perea. Also a educational program that impacted more than 2,000 people including children and adults teaching them first aid, CPR and and what to do in case of water emergencies. Working close with the Colombian Red Cross we are identifying other communities. To reach out with more Lifesaver Back packs. Luki has an on-going promotion in Supermarkets and stores for the porches of there product part of the money goes to the construction of more Lifesaver Back packs. The idea was also picked up by news media gaining free press that help the promo idea increasing sales that help create more Lifesaver Backpacks.