The campaign was created by Roche in partnership with Integer Italy to raise awareness about passive smoking and its risks for children
Ector, the first toy that coughs every time someone smokes next to him is set to protect children from passive smoking
One out of two children in Italy are regularly exposed to passive smoking. How can we make people notice this otherwise invisible issue? Ector the Protector Bear is here to cough.
Roche, the biotechnology company, teamed up with the most famous soft toy maker in Italy, Trudi, and the Fablab, a digital fabrication studio, to create Ector, a special teddy bear that coughs when exposed to smoke thanks to a smoke detector connected to an audio device inside him. In this way, Ector discourages smokers, notifies parents and educates children from their early years to stay away from the risks of smoking.
The awareness campaign kicks off with a video showing all the familiar situations of when people smoke next to seemingly invisible children. This video introduces Ector and features a family that gets to experience how Ector helps them protect their son throughout their daily life.
Starting from November, Ector will be distributed during pre-natal courses organised by Walce, an NGO for Women Against Lung Cancer in Europe, who supported this campaign. It is also possible to request your own Ector by visiting the campaign’s website www.ectortheprotector.com and welcome to your family one of 1000 special teddy bears that will be produced.
Ector the Protector Bear is the campaign created by Roche with Integer Italy to raise awareness about passive smoking and the risks that it causes for children. In order to do so they called upon the help of the most iconic toy of any childhood - a teddy bear.