Results and Effectiveness

While the efforts have just started, Safe Kids has had 6 requests from schools to come and have a open house to discuss verbal abuse issues with teachers and parents. They're confident more will come along with a wider understanding of the long-term effects of verbal abuse on children.

Creative Execution

After thinking of this use of voice recognition technology, the media team negotiated for the api that allows this technology to be imbedded into a number of websites where we wanted to run the banner ad. So in the end, a technology that we first created for their website (http://safekidschina.org/kids/), was re-calibrated for use as a banner in other websites.

Insights, Strategy and the Idea

In China, a disciplinarian approach to parenting and teaching has a long history and tradition. But more modern learnings and research have shown that treating kids too sternly or cruelly can have negative lasting effects. Safe Kids, an worldwide organization created to protect children, has begun to want to spread the word of the dangers of verbal abuse to parents in China. The idea of words lasting a lifetime led to the use of voice recognition technology and this powerful execution. After words are spoken into the computers mic, it processes the words into graphics and places the graphics on the screen—in this case as tattoos on the chest of a boy in a video format. This very real life-like experience helped to send a very clear, memorable message.