A twist on a famous fairy tale to promote children's self-defence classes
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.
Art Director/Illustrator: Regina Groffy
Gold | Direct | Dubai Lynx 2010