2020/2021 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

The entire process of drowning is written and sung as lyrics to a famous lullaby, just as a mother would sing it. This is used to illustrate the insight that drowning doesn’t look the way parents expect it to. Instead, it resembles the process a child goes through when falling asleep. The closing message leaves parents with a stark, but educational warning. 

Cultural / Context information for the jury

1. Drowning is one of the leading causes of preventable death in children, in the UAE. 2. Studies have shown that, generally, people in the UAE believe they are invincible, therefore safety messages don’t work unless they are shocking.

Script. Provide the full to radio/audio script in English.

SUNG: Little child, sweet baby You’re still swimming so calmly As you try to catch your breath But there’s water and no air Now your vocal chords get tight As you lose your will to fight And you try to call for help But your sweet little voice can’t yell Glassy eyes, muscles lame Lifelong damage to your brain Then you’ll have a heart attack Float away and you can’t come back ANNCR: You wouldn’t dare sing this to your child. So don’t dare take your eyes off them near water either. Because drowning looks falling asleep. This child safety message is brought to you by Babyshop.