A twist on a famous fairy tale to protect children
To increase awareness and registration for their children’s self-defense classes, The World Black Belts Center in Dubai tackled this in an unconventional way.
Nope, they didn’t reverse punch parents into registering their kids, instead we created an illustrated children’s book that’s based on the well-known story of Little Red Riding Hood.
What happens in the end? Our little heroine courageously beats up the big bad wolf to save the day.
A simple call to action on the back cover (“You Too Can Fight Back” ) provided parents with info on self-defense classes and directed them to register.
Hundreds of books were printed and distributed to primary schools in Dubai, generating a 30% increase in subscriptions for our client. The End.
Through the woods she walked
in her cloak of red,
Bound with food, for the side
of her grandmother’s bed.
in her cloak of red,
Bound with food, for the side
of her grandmother’s bed.
Riding Hood met a wolf,
and the wolf he seemed nice
So she told him her plight,
and he gave her advice.
and the wolf he seemed nice
So she told him her plight,
and he gave her advice.
“Pick her some flowers”
is what the animal said,
as a plan began forming
inside his own head.
is what the animal said,
as a plan began forming
inside his own head.
While she picked her flowers,
the wolf, off he ran.
They were both going to visit
Red Riding Hood’s Gran.
the wolf, off he ran.
They were both going to visit
Red Riding Hood’s Gran.
The wolf arrived first
at Grandmother’s gate,
He’d be quiet enough
and inside he would wait.
He’d be quiet enough
and inside he would wait.
“Come in little red,
cried Gran from her bed.
But in came the wolf,
who swallowed her instead.
But in came the wolf,
who swallowed her instead.
Red Riding Hood arrived
shortly after lunch,
and unleashed her fury
in one killer punch.
and unleashed her fury
in one killer punch.
After eating poor granny,
the wolf didn’t know,
our heroine had a black belt,
in the art of Tang Soo Do.
the wolf didn’t know,
our heroine had a black belt,
in the art of Tang Soo Do.
You too can fight back! There are plenty of bad wolves around,
so you'll never know when you'll need to practise self-defence.
From Korean Hapkido to the art of Tang Soo Do, when you sign up for "Little Dragons"
at World Black Belts Center, you sign up for lifelong protection.
Art Director/Illustrator: Regina Groffy
Gold | Direct | Dubai Lynx 2010
