Child safety is becoming a huge issue in Pakistan. It is a topic that no one wants to talk about because of social and cultural constraints; kids are reluctant to approach parents when they are being abused or mishandled. Similarly, parents are hesitant to openly discuss dangers and safety with their children.
Our objective with the campaign was to get the conversation started about child safety. If parents are uncomfortable talking to kids about such topics, aid them with a tool to help break the ice.
Knorr Noodles’ most loved characters, Chuck and Chatty, led the communication. 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.