Deputy Ministry of Research Innovation and Digital Policy: Radio Equipment, Dancing Queen
Cry Baby

The Department of Electronic Communications partnered with Summercliff to create a video ad emphasizing the significance of purchasing proper and safe radio equipment. The challenge was to humorously portray the consequences of buying a baby monitor without the essential CE indication, which ensures the safety of radioelectric equipment within the EU.

OBJECTIVES

• Develop an engaging video ad for the Department of Electronic Communications, emphasizing the importance of safe radio equipment.
• Illustrate the potential consequences of purchasing a baby monitor without the CE indication.
• Raise awareness about EU guidelines and safety regulations for electronic communications, particularly in the context of childcare products.

Collaborating closely with the Department of Electronic Communications, Summercliff crafted a humorous script illustrating the misadventures of someone who purchased a baby monitor online but lacked the necessary CE indication. The animated scenes humorously depicted the repercussions of unsafe equipment, highlighting the importance of the CE indication for ensuring safe electronic communications within the EU.

The Department's video ad not only effectively communicated the safety message but also resonated with the audience. The humorous approach made the safety message more engaging, effectively educating viewers about the potential risks associated with neglecting the CE indication for radio equipment, particularly baby monitors. The campaign contributed to heightened awareness and consideration of safety regulations within the EU, emphasizing the importance of safety in childcare products.