Child safety is becoming a huge issue in Pakistan. It is a topic that no one wants to talk about. Because of the social and cultural constrains, kids are reluctant to approach parents when they are being abused or mishandled. Similarly parents are also hesitant to have an open dialogue with their children about different types of dangers and safety.

Our objective with the campaign was to get the conversation started about child safety. If parents are uncomfortable talking to kids about such topics, then to aid them with a tool that can help break the ice.

The communication was led by Knorr Noodles most loved characters Chuck & Chatty. Over the years they have built a relationship of fun and joy with the kids. Using their likability we wanted to grab the kids’ attention and talk to them in a friendly manner while educating them about staying safe.