Launched on World Tobacco Day in Italy, Swiss pharmaceutical company Roche has partnered with Italian toy manufacturer Trulli to unveil " Ector The Protector Bear". His particuliarity ? It is the first soft toy capable of detecting cigarette smoke.
RAISE AWARENESS OF PARENTS TO THE DANGERS OF TOBACCO!
The idea is good and the principle is really simple, from a detector inserted in its belly, the bear cub will cough each time a person smokes near it. This teddy bear available during pre-natal lessons for mothers and on the website dedicated to Ector, the Protector Bear, aims to educate parents to smoke away from their children, first exposed to smoking.
An innovative and more charming approach than the shock images now present on all packets of cigarettes. After the Sea Sheperd Pollutoys last April, soft toys seem to become objects of communication with strong awareness.
The “Ector” campaign was carried out with the patronage of WALCE Onlus (Women against lung cancer in Europe), an association born with the aim of informing, educating and supporting patients with lung cancer and carrying out prevention and awareness campaigns about the damage caused by tobacco addiction. The association will present “Ector” in maternity classes while providing support for future mothers.
If "Ector" is not yet on sale, Roche specifies that the first 1000 available soft toys will soon be distributed as gifts to families who wanted to welcome them.
Source : Lareclame.fr / Ectortheprotector.com
