Summary
In Sweden, drowning is the most common fatal accident among children between the ages of 1-6 and is a result of lacking parental supervision. Swedes spend an average of 3.5 hours/ day scrolling on their phones. Trygg-Hansa, therefore, created Beach Mode an app that makes the phone completely inaccessible (except for emergency calls), when you are at the beach with your children. Launching the unique app made it possible to educate parents through earned media across Sweden on the importance of supervision of children when at the beach. The initiative spread all over Sweden, earned media reach: 15 million,...