Are you on board?
Dorel Juvenile Group USA – manufacturer of Safety 1st, Cosco and Eddie Bauer brands – is the world’s leading provider of juvenile products. Yet despite it achieving global leadership in the juvenile products industry, the company had never embraced that ‘leadership’ role in any more than a regionalized and somewhat disjointed way.
In working with DJG over time, Duffy & Shanley recognized the company’s core brand attribute was its compassionate culture, which was borne of a reverence for the critical, life-saving nature of its products. D&S counseled on the importance of integrating this authentic corporate attribute into the company’s flagship brand, Safety 1st, and launching a cause-marketing campaign designed to propel the company into a true market leadership position. To that end, D&S worked with DJG to create a program that embodied the safety message endemic to its Safety 1st brand. A cause that Safety 1st rightfully owned.
As the leading provider of child safety products, the company was in a unique position to be THE voice in child safety advocacy and to leverage its market position to raise awareness around unintentional injuries – the number one killer of children 14 years and under.
Get on Board with Child Safety is Born
Duffy & Shanley worked with DJG to create and launch Get on Board with Child Safety – a national injury prevention campaign spearheaded by Safety 1st and the nation’s children’s hospitals.
Now entering its third year, the program is designed to be a resource for caregivers of children 0–3 years of age with respect to unintentional childhood injury. The program’s mission is to assist communities and individuals in creating safer environments for children, engaging them through education, product distribution and environmental modification.
To effect this end, the program has:- Worked collaboratively with children’s hospitals nationwide to raise awareness around unintentional injury through targeted community outreach
- Commissioned a national study to identify parental perception of injury risks, understanding of injuries and safety/childproofing practices
- Conducted home safety makeovers for families across the country
- Donated more than 60,000 Secure Solutions Childproofing Kits and 3,000 car seats to families in need
- Convened a team of injury prevention experts to provide unique insights into injury prevention and risk
- Developed ‘Test Your Safety IQ’ and ‘Booster Seat 101’ collateral to assist hospitals in educating their constituents around common safety hazards in the home and on the road
- Designed/launched a campaign Web site and engaged partner hospitals to provide useful safety content for caregivers
- Implemented an exclusive buying program, providing hospitals with access to discounted childproofing products
- Launched the first-ever safety store in a hospital setting
Program Publicity
In 2006, Get on Board with Child Safety executed a national media tour to educate caregivers on holiday safety hazards. In addition, partner hospitals held special GOB-themed events in their local markets. These events garnered significant earned media coverage. Event highlights in addition to other earned media coverage secured over the course of the program include:
St. Louis Channel 5:
