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Washboard Lifesaver

Washboard Lifesaver | Water | JWT
Download Download JPG | 800x568px
basics
Industry: Public interest & Non-profit
Media:Design & Branding
Market:Malaysia
Style: Minimalism
descriptioncnen
Implementation
We needed a material that was light enough to float In water, yet tough enough to use as a washboard and also sustain a long period of usage without breaking apart. We designed it with a handle for mothers to grip while using it for washing, that's also easy for a child to grasp onto while being pulled to safety. The rope needed to support the maximum weight of 20kg, and the whistle used to call for help.High density compressed 45 EVA foam, with reinforced nylon rope and a red plastic whistle.The design is keyed into the computer then sent to the CNC Milling Machine that cuts 3 boards from a single sheet of foam, then proceeds to cut the serrated edges. The nylon rope and whistle are manually attached and the logo silk screened onto the board.We considered plastic but was too expensive to mass produce.
Execution
The Washboard Lifesaver functions as both a washboard and a lifesaving swim board.A foam board with serrated edges on one side, and a smooth panel on the reverse side.10m reinforced nylon rope, tucked neatly into a velcro strap. Red plastic whistle.Mothers use the side with the serrated edge as a washboard, with an easy to hold handle. And as a lifesaving swim board, a child can easily grasp onto the handle while being pulled to safety. The nylon rope extends to a maximum length of 10m, is used to pull a child to safety. The whistle is used to get attention and call for help.100 units have been produced to date, and are currently being distributed to low and middle income communities in Malaysia.
Campaign Description
Children often play in the waters not too far off from where their mothers are doing their chores. Research has shown that most parents in low to middle income communities do not know how to swim.The Washboard Lifesaver gives mothers an advantage when it comes to emergency situations where every second matters. We armed these mothers who cannot swim, with a device that turns them into lifeguards, so they can help to rescue a drowning child within their reach.Just by adding serrated edge to the swim board, we created the Washboard Lifesaver.
Outcome
To see a reduced number of child deaths by drowning in rural communities.The Washboard Lifesaver is easily mass produced at a low cost, making it affordable for the Water Giants to easily venture into more rural communities across Asia.Besides saving lives, the target audience gets a handy washboard that helps ease their chores. It also paves the way towards educating the target audience on the importance of their child knowing how to swim.The Washboard Lifesaver will ride on the platform of our existing outreach program in rural communities across Asia.The Washboard Lifesaver is not for sale, however we continue to seek funding for our outreach program.
Synopsis
Drowning is the leading killer of children in low to middle income communities across Asia, particularly in parts of South East Asia, namely Bangladesh, Cambodia, Vietnam and Thailand.Families do not put importance on swimming skills as they prioritise the need to make ends meet. When the adults are busy with their daily chores and work, the children are often left unsupervised to wander off on their own.Before the Water Giants are able to teach these children basic swimming skills, we needed to find a way to make the waters safe for them.For mothers who do not know how to swim, the Washboard Lifesaver turns them into lifeguards. Handy to be used for their washing by the riverbanks, and lightweight and buoyant to function as a lifesaver swim board to rescue any child who is struggling in the water.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Other credit:Associate Creative Director: Audrey Lean
Production Manager: June Liew
Head of Creative Services: Suffian Tan
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Product Design
Social Impact
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