2010 Winners & Shortlists

The Brief

The target audience for the children’s illustrated book was drawn from existing customers of young children who do not have the necessary skills or proper training to defend themselves in threatening situations, as well as parents who are concerned for their children’s safety. The strategy for the campaign is therefore to raise awareness on children’s self defence and to promote the World Black Belts Center as an established martial arts centre in Dubai that cares for the interests of children and their safety.

Creative Execution

The creative execution was highly relevant to the center as it is solely based on promoting self-defence for children, which runs entirely in parallel to the philosophy of World Black Belts Center and the ‘Little Dragons’ program itself. What made it even more relevant was that we used a popular children’s story that our target is already quite receptive to, twisting it unexpectedly in the ending to create a curious reaction and positive interest in finding out more about the center’s classes. It’s a creative piece that parents and children alike will find interesting, engaging and inspiring enough to think about signing up their kids to a class.

Describe the creative solution to the brief/objective.

The desired outcome for this illustrated book was to create more awareness for the martial arts center among parents and children in Dubai, and furthermore to increase registration for ‘Little Dragons’, a program uniquely dedicated to teaching children’s self defence. Therefore, using the legendary children’s story of Little Red Riding Hood, we decided to communicate to our target audience in an unconventional way, applying a dynamically unpredictable twist to the ending of the story, emphasizing the importance of being equipped with self-defence skills as a child.

Results

The printing costs associated with the illustrated book were minimal in comparison to the scale of the awareness response from the general public, parents, schools and children in Dubai. The printing costs that were incurred were made back within four weeks of the release of these books that were placed at the center, around Dubai and in relevant locations such as local schools. Membership inquiries have increased with a positive response from not only parents, but local schools and a TV show expressing a strong interest in potential meetings and sponsorship of events with the center.