Heritage Warrior

Child jockeys participating in the racing competition held during the traditional Naadam festival race in potentially life-endangering circumstances, with minimal protective gear. During 2017-2018, 942 children fell off their horses, with 22 of them seriously injured and crippling 1 child.

  • Jockey bot with his horse

Idea:
By portraying the jockeys as “heritage warriors”, we celebrated children’s importance in continuing Mongolian cultural heritage and traditions.

Solution:
A safety awareness campaign was executed for a month. We created TVC, billboard ads, website banners, online AR filter, organized a family resting tent that offers safety tips and an on-site medical check-up next to the registration tent, giving full-body protective gear brandished with the slogan.

  • Jockey
  • Hospital
  • Playground