Promotional Bookmark Alerts Beachgoers

I'm really liking this campaign for drowning awareness that was done in South Africa. There is a significant number of drowning deaths that occur there each year, and the local authorities believe that it is due to "adult negligence." The target demographic was adult beach goers who read while sitting on the sand. These promotional bookmarks were designed to remind them of the uimportance of paying attention to the children in the water. The bookmark has been designed like a hand reaching out for help. Effective, if only because it's disturbing.