Watch Kids Pick Bleach Over Toys in This Eye-Opening Dutch PSA

Lemz Secretly Filmed Children Playing With Household Chemicals

Published On
Oct 14, 2015

Editor's Pick

To highlight the dangers of kids playing with household chemicals, Amsterdam agency Lemz conducted a hidden camera experiment on little kids -- and the results are compelling.

On behalf of the Dutch Government's home safety promotion organization VeiligheidNL, Lemz (creators of "Sweetie," the anti-paedophilia campaign which won the Cannes Grand Prix for Good in 2014) filmed kids aged between one and four using a hidden camera, eye-tracking sensors, and a heart rate monitor. Each child was given a choice between a traditional toy, like a stuffed animal, and a toxic household item -- bleach, paint, detergent tablets. More than half the kids chose to play with the household item -- indeed, some seem magnetically drawn to it.

The video was shared with parents online and also led people to a mobile challenge called "Toy or Toxic," designed to let parents test their children to find out if they choose a toy or a household chemical.

The campaign message was also communicated via print media, posters and brochures displayed at children's health and vaccination clinics around the country.


Oct 14, 2015

Need a credit fix? Contact the Creativity Editors

Project Type