DM9 JaymeSyfu take the danger out of playing with fireworks on New Years Eve

Every year Department of Health in The Philippines runs a massive info campaign nationwide for safe revelry and avoidance of injuries from firecrackers as the clocks tick-tock to the new year. For 2011, the DoH launched APIR or Aksyon: Paputok Injury Reduction to address the staggering statistics. In 2010, around 1000 cases of firecracker-related injuries were reported.  And worse, 70% involved children under 10 years old.

A few days before New Year’s Eve, the DoH, led by Honorable Secretary Enrique Ona M.D., launched SFX “the Safest Firecracker Xperience”, created by DM9 JaymeSyfu, at the East Avenue Medical Center in Quezon City.  Unveiling what appeared to be a huge plapla, a triangular firecracker coated in thin brown paper, the item is actually an art-designed CD case.

The message was clear and simple:  play the CD instead of lighting firecrackers.  The CD boasted a collection of the hottest loud bangs including the all-time favorite tracks 5 Star, Judas Belt, Watusi, Kwitis and Luces, as well as the Whistle Bomb and Trumpillo, plus the explosive Firecracker Symphony with countdown to boot.  The ingenious mock-up packaging includes an artificial ignition string.  

For the DoH, subtlety was the style of choice this time.  The APIR campaign encourages, among others, the organization of a community fireworks display instead.   In what was deemed a gamble, it veered from the regular scare tactics and shock treatment of displaying maimed fingers and blown-off limbs.

Credits:

Chief Creative Officer:  Merlee Jayme

Executive Creative Director: Eugene Demata

Creative Director: Herbert Hernandez

Copywriters: Merlee Jayme/ Biba Cabuquit

Digital Head: Buboy Paguio

Designer: Ronnie Amador

Production House: Sound Design/ Mega Grafix