Given what's happened – and is still happening – in Christchurch, it's fair to say earthquakes and cuteness are rather incongruous. But the new Drop, Cover, Hold campaign for Civil Defence by Clemenger BBDO and Robber's Dog has managed to combine the two to surprisingly good effect by asking Kiwi kids what they think causes earthquakes. And some of their answers are pretty awwwwww-inspiring.
As part of the Get Thru campaign, the latest effort aims to show kids already know what to do when the Shaky Isles shake, as they did quite violently this week with the 7.0 off the coast of Taranaki, and so should everyone else in New Zealand (register here to participate in New Zealand's biggest ever earthquake drill, Shakeout).
And while the old adage is that you should never work with kids or animals, it's sometimes worth it when you get classic lines like 'earthquakes cause salamis' (the next 'Ghost Chips' perhaps?). Added to that, you're also guaranteed to get a good out-takes reel.
This post originally appeared on StopPress