Child traumatism in Latvia is actual, as injuries occur at home while parents should be watching over. 99% of children's injuries are unintentional, predictable, and preventable. Topic of children care is challenging, as almost everything here is too clear for parents. They want their children to be safe, they care, they love their kids… but there is one tiny moment, when they think: “Nothing bad will happen…” and become negligent. Using gamification, design thinking, integrated approach, and self-persuasion method in nonstandard communication campaign for the Ministry of Health of the Republic of Latvia, we’ve managed to turn negligent into safety!

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