Published/Aired: 
December 2021

Description

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 Savethechildren.org, our final product resulted in safer kids and peace of mind.

Film advertisement created by S.I. Newhouse School of Public Communications, United States for BackPax, within the categories: Electronics, Technology, Personal Accessories.

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
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