Brief Explanation

In third world nations, the use of shock tactics to dramatize a message, even one as important as children wearing motorbike helmets, is not effective. In fact, it can often reverse the desired response as people reject the tragic reality. This is why we chose the creative path we did. The one thing common to all children is, at some stage in their life, they dream of flying. Using this common thread, our intention was to create a dream-like story that drew the parents in, then, by twisting the story at the conclusion we deliver our message. The stark, emphatic visual execution is an important part of setting the stage for our illusion, augmented by our innocent sound track.