DROWNING

TitleDROWNING
BrandLITHUANIAN SWIMMING FEDERATION
Product/ServiceDROWNING PREVENTION
Category A06. Not-for-profit / Charity / Government
Entrant NOT PERFECT Vilnius, LITHUANIA
Idea Creation NOT PERFECT Vilnius, LITHUANIA
Production FULL SCREEN Vilnius, LITHUANIA
Credits
Name Company Position
Not Perfect Vilnius Not Perfect Vilnius Not Perfect Vilnius Not Perfect Vilnius

Write a short summary of what happens in the film

Dad brings his son to the lake. and starts to drown him in the water. Other parents join in with their children. Voiceover at the end says: By not taking care of your children's ability to swim - aren't we drowning them ourselves?

Cultural / Context information for the jury

Around 600 people drown in water each year in Lithuania. Most of them children. However parents don't take this issue seriously enough. With this campaign we were trying to provoke a reaction in the minds of co called passive parents and accuse them. When the ad aired on national television it provoke a lot of reactions - mostly blaming it to be too cruel, too straightforward and inappropriate. But that was our intention.