The Ministry of Emergency Situations is launching a new brand package 'The elements have no heart'

Child injury remains a significant social problem.

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

– The heart of a mother, aching with pain?

– Or the heart of a rescuer?

– Does nature have a heart?

– No! Nature has no heart!

Children are very curious and actively try to explore the world around them. However, they have little life experience and do not always know how to assess the danger of a situation. Often, the decisive factor in the occurrence of emergencies involving children is the lack of adult supervision. To once again draw parents' attention to the existing social problem, employees of the Research Institute of Fire Safety and Emergency Situations of the Ministry of Emergency Situations of Belarus have developed a brand package "Nature Has No Heart".

The main goal of this large-scale project is to influence the formation of a responsible attitude of parents towards children's safety and to draw attention to the problem of child fatalities in fires and at water bodies.

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

At the same time, the key idea of showing through universally understandable symbols – a child's toy and a heart – the dangers that await children at the mercy of nature when parents leave them unattended, is engaging and arouses genuine interest in the target audience. In the developed visual communication, a "teddy bear" takes on the role of the 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 humans, because 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 an irresponsible attitude towards children's safety.

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

Thus, rescuers want to reach every parent – to urge them not to leave children unattended, to be near the child to prevent a possible tragedy and to teach them safety rules.

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