Industry
The Princess Charlene of Monaco Foundation is committed to building a world where children from all backgrounds can thrive in a safe environment and learn to live together. The Foundation saves lives by fighting against drowning and develops the education of children through the values of sport.
Despite being a leading cause of death for children worldwide, the Princesse Charlene Foundation determined that the risk of unintentional drowning accidents was under-discussed in Monaco. The foundation decided the best way to address this gap was to launch a campaign in the summer of 2022 to bring greater awareness of drowning risks to Monaco’s population.
However, Monaco presented a unique challenge for communicating safety messaging, as traditional shock-based safety campaigns would clash with Monaco’s carefully cultivated atmosphere of relaxed sophistication.
To optimize its approach, the Princess Charlene of Monaco Foundation engaged Think Green to develop its Summer 2022 Drowning Prevention Campaign in a way that promoted increased safety and security without using fear-driven messaging that could dampen the holiday spirit.
Think Green designed an optimized communications strategy to increase awareness of drowning risks, causes, and prevention strategies while tailoring it to Monaco’s unique culture and visiting tourists. The messaging spoke directly to parents, caretakers, and children, reminding them that drowning prevention is a shared responsibility.
Visual Language
The campaign featured bold visuals, engaging illustrations, and straightforward language supported by real facts and statistics to increase public awareness and understanding.
Strategic Messaging Architecture
Our campaign balanced three carefully calibrated elements: a fact-based foundation, practical guidance, and positive reinforcement, ensuring no message left audiences feeling helpless or fearful. We presented facts and figures that communicated the risks clearly without applying heavy, emotion-laden, or traumatic imagery that could shock or make families and children afraid of swimming.
For two weeks, the Drowning Prevention campaign was displayed across Monaco, taking over digital ad screens throughout the city and extending its reach across social media platforms. Timed around World Drowning Prevention Day, the campaign blended global awareness with local relevance. Residents and visitors encountered clear, concise messages paired with playful visuals—raising awareness where it mattered most, while preserving the joyful, celebratory spirit of Monaco’s summer season.
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