Toy or Toxic

Every year in The Netherlands, 7,500 accidents happen with household chemicals. In most cases the victims are young kids. To encourage parents to use household chemicals safely, we conducted an experiment. This proved that when children are given the choice between a toy and a common household chemical item, more than half went for the chemicals. We also created a mobile test to let all parents test their own children. We communicated the results directly to parents through earned press coverage, an online film, banners and posters displayed at children’s health and vaccination clinics.