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C-16-8. Bunny won`t protect
| Agency | ZAVOD Consulting |
| Creative head | Svetlana Smirnova |
| Author of idea | ZAVOD Consulting |
| Series | Above all toys |
| Product | Safety of Children-passengers |
| Description | The survey data show that last year only 56 % of car-owners in Russia used child safety seats to carry children. Many parents prefer to pay a low fine for the absence of a child car seat (about 12.5 EUR) than to buy it (100 EUR). There is a mismatch in parents’ attitude towards this issue: on the one hand, they are ready to spend much money on education, health and entertainment of their children, on the other hand, they are not willing to spend an insignificant sum of money for their kids’ safety. Parents love their children and they are ready to buy everything their kids are asking, even a useless toy which the kid will play with for a few minutes and quickly forget about. And finally the whole apartment will be piled with useless toys. But why do they save on their kids’ safety then? It’s better to buy really important thing for a child – a Child Safety Seat - instead of another toy because no toy can save child’s life in case of a road accident. |
| Team members | Creative Director - Svetlana Smirnova; Copywriter - Yakov Krivitsky; Art Directors: Alexey Fedonin / Nina Vilisova; Print Art-director - Victor Shitkin; Illustrator - Sergey Ivanov |
