The Association for the Promotion of Child Safety: Heavy Silence by Havas

If a heavy metal band can’t make itself heard inside a swimming pool, would a child be able to? The Association for the Promotion of Child Safety (APSI) and creative agency Havas Portugal have reinforced this point with a poignant and unique campaign that sees a group of rockers perform underwater.

’Heavy Silence’ is a 30-second black and white short that sees the tattooed musicians scream and bang on their instruments in the depths of a pool – the catch being that viewers can hardly hear them. The film hits home that, once underwater, kids sadly often drown silently.