| Title | WASHBOARD LIFESAVER |
| Brand | WATER GIANTS |
| Product / Service | SWIMMING PROGRAMME |
| Category | A08. Charities, Public Health & Safety, Public Awareness Messages |
| Entrant | J. WALTER THOMPSON KUALA LUMPUR, MALAYSIA |
| Idea Creation | J. WALTER THOMPSON KUALA LUMPUR, MALAYSIA |
| PR | WATER GIANTS Bangkok, THAILAND |
| Production | CHOPSHOP STUDIO Kuala Lumpur, MALAYSIA |
| Production 2 | PEGASUS FILMS Petaling Jaya, MALAYSIA |
| Production 3 | UNTOLD IMAGES Kuala Lumpur, MALAYSIA |
| Production 4 | MAVERIQ AV Petaling Jaya, MALAYSIA |
| Production 5 | FAR EAST OFFSET & ENGRAVING SDN BHD Kuala Lumpur, MALAYSIA |
| Contributing | MAKA ENGINEERING & SUPPLIES Port Klang, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Edwin Leong | JWT Kuala Lumpur | Executive Creative Director |
| Audrey Lean | JWT Kuala Lumpur | Associate Creative Director |
| Yvonne Lim | JWT Kuala Lumpur | Art Director |
| Juliet Tan | JWT Kuala Lumpur | Copywriter |
| Kim Lim | JWT Kuala Lumpur | Copywriter |
| Alvin Edison | JWT Kuala Lumpur | Art Director |
| June Liew | JWT Kuala Lumpur | Production Manager |
| Suffian Tan | JWT Kuala Lumpur | Head of Creative Services |
| Gemma Swinglehurst | JWT Hong Kong | Account Director |
Children in rural communities are often left unsupervised while their parents are busy with their chores or are working. So they wander off on their own to play by the river, sometimes they are not far off from where their mothers are doing their washing. We added a serrated edge to the swim board and created the Washboard Lifesaver. A simple device that gives mothers an advantage when it comes to emergency situations where every second matters. The Washboard Lifesaver turns mothers who cannot swim, into lifeguards, so they can help to rescue a drowning child within their reach.
We went into rural communities and distributed the Washboard Lifesavers while educating our target audience on the importance of swimming skills for children and demonstrating the proper usage of the board. Our most recent outreach program saw our volunteers visiting rural communities across Malaysia for a span of two weeks. We conducted a product demo with our target audience in rural communities in Perak, Malaysia. Our outreach teams proceed in small groups into targeted rural communities across Malaysia.
The Washboard Lifesaver is part of a bigger program to reach out and engage as many rural communities as possible across Asia on the importance of swimming skills with a goal to reduce the horrifying reality of child drownings. It is a useful helper for women doing their washing while having the reassurance of a handy lifesaving device.
The Washboard Lifesaver can be used as a conversation starter for the Water Giants to directly communicate with our target audience as we demonstrate how it functions as both a washboard and as a lifesaving device. Coupled with educating them on the dangers of child drowning as well as the importance of water safety for children.
Our data and statistics are sourced from UNICEF, The Alliance For Safe Children (TASC) and SwimSafe. Our target audience is low to middle income communities across Asia. Our volunteers interact face to face with our target audience to educate them on the importance of swimming skills for children and the proper usage of the Washboard Lifesaver. The Washboard Lifesaver paves the way in creating awareness on the dangers of child drowning due to lack of supervision, and encourages our target audience to embrace our outreach program in teaching their children to swim.