"The elements have no heart": a new brand package from the Ministry of Emergency Situations

– Do you hear the heart of a child in distress beating?

– A mother's heart, aching with pain?

– Or the heart of a rescuer?

– Does nature itself have a heart?

– No! Nature has no heart!

Child injury remains a significant social problem. Children are very curious and actively try to explore the world around them. However, they have limited life experience and do not always know how to assess the danger of a situation. Often, the lack of adult supervision is a decisive factor in the occurrence of emergencies involving children. To once again draw parents' attention to

Addressing an existing social problem, employees of the Research Institute of Fire Safety and Emergency Situations of the Ministry of Emergency Situations of Belarus have developed the brand package "Nature Has No Heart".

Many parents underestimate or even ignore the risks of numerous potentially dangerous situations. In such cases, to precisely reach the most indifferent, the Ministry of Emergency Situations employees act unconventionally as always, using the most direct and vivid communication. At the same time, visual communication does not repel at all, but on the contrary, breaking through the wall of parental indifference, it makes them think about the safety of their children!

At the same time, the key idea is to show through universally understandable symbols – a child's toy and a heart – what dangers await children at the mercy of nature when parents leave them unattended. This idea is captivating and arouses genuine interest in the target audience. In the developed visual communication, a "teddy bear" takes on the role of a child, and a "heart" symbolizes life. The strong and reliable hands of a rescuer symbolize the saving of a child's life, warning parents against careless mistakes in the future.

As is known, any element of nature cannot show compassion to a person, as it has no heart. This is precisely the semantic message hidden in the concise slogan: "NATURE HAS NO HEART". This phrase fully illustrates the possible consequences of irresponsible attitudes towards children's safety.

It should be noted that the success of the project implementation depends on a comprehensive approach. Therefore, to draw adults' attention to child safety, leaflets with useful information will fill the internet space and update stands in all public places across the country.

In this way, rescuers aim to reach every parent, urging them not to leave children unattended, to stay close to their child to prevent possible tragedies, and to teach them safety rules.

Do not stand aside: join the rescuers and ensure a safe childhood for your children!