Every 40 seconds a child is abducted in the U.S. and those most at risk are those returning from school. Pax in Latin translates to “peace,” so we designed BackPax, a backpack for kids with an embedded device that immediately sounds an alarm and sends an alert when triggered by the vocal recognition of the child’s registered “danger word.” Through a partnership with Apple and, our final product resulted in safer kids and peace of mind.

This student campaign titled 'BackPax' was published in United States in December, 2021. It was created for the brand: BackPax, by ad school: S.I. Newhouse School of Public Communications. This Film medium campaign is related to the Electronics, Technology and Personal Accessories industries and contains 1 media asset. It was submitted over 2 years ago by Jennifer Suhr.


Advertising School: S.I. Newhouse School of Public Communications, Syracuse, United States of America
Art Director Student: Jenny Suhr
Copywriter Student: Julia Nehrings
Main Voiceover: Jack Low
Parent Voiceover: Maureen Cooper
Parent Voiceover: Jay Nachlis
Parent Voiceover: Andy Safnauer
Parent Voiceover: Julia Nehrings
Professor: Mel White

National Instit...


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