Creativity

These School Backpacks for Colombian Kids Double as Lifejackets

Fruit Snack Luki Develops a Product That Could Save Thousands of Lives

By Alexandra Jardine. Published on Apr 12, 2016

Editor's Pick

In the last five years, a staggering 10,000 Colombian children have drowned in rivers, many of them trying to cross when on their way to school in remote jungle communities.

That horrifying statistic prompted fruit snack brand Luki to develop, in collaboration with the Colombian Red Cross and agency JWT Colombia, a special backpack for kids that doubles as a lifejacket. The lifesaver backpack can hold kids between the ages of five and 12, making sure that they stay upright in the water, even if unconscious. It also has an interior bag to protect books, a waterproof whistle, a handle to pull them onto boats in case of an emergency and CPR instructions stitched into the back.

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About

Credits

Date
Apr 12, 2016
Agency:
JWT - Colombia
Client:
Luki

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