Underwriters Laboratories Case study TAKE A MINUTE FOR SAFETY by MSLGroup

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Industry Public Safety, Health & Hygiene
Media Case study
Market United States
Agency MSLGroup
Released November 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Nov 7 2010
Entry URL: http://ul2009.agencyq.com/
Senior Vice President: Erin Lanuti (MSLGROUP)
Vice President: Joseph Guarino (MSLGROUP)
Media placement: PSA - Entertainment Tonight - November 10, 2010

Describe the campaign/entry
Every minute, 17 children visit emergency rooms due to unintentional injuries - that’s over 9.2 million children a year. Startling, yes, but would moms with kids younger than five commit to change that statistic? UL, a world leader in advancing safety, bet they would.

Commit a Minute to Safety was an integrated holiday marketing platform built on the premise that in one minute, you could do simple things to help keep your family safe. To get the message out to moms, UL surrounded them - at home, at daycare and at play – through entertainment integrations, live events, print and digital advertising, social media, public relations and grassroots activations.

In just 60 days, the campaign generated more than 1.2 billion impressions– creating a 22% lift in total brand awareness among moms.

Describe how the campaign/entry was launched across each channel in the order of implementation
UL reached Moms with a wide array of integrated tactics. We launched with two custom safety vignettes on Nickelodeon Jr, a PSA spot featuring actress Debra Messing, digital and print advertising and of course, SafetyAtHome.com, the primary point of engagement for the campaign.
We drove awareness via four integrations on Entertainment Tonight and sustained public relations and social media via Facebook, Twitter and YouTube, all of which pointed to SafetyAtHome.com to learn more about the campaign.
December was critical with Chicago and Washington DC tree lightings sponsored by UL, featuring onsite activations and broadcast integrations. Both locations featured UL custom-built Santa’s Workshops where thousands visited, admiring the tree and learning about Commit a Minute to Safety. Concurrently, we embarked on an ambitious grassroots initiative in 1,000 + day care centers where our safety curriculum was taught to teachers and families alike.

Give some idea of how successful this campaign/entry was with both client and consumer
With the launch of the holiday campaign, UL ignited a “safety movement” that brought the importance of safety to the forefront among consumers and the media.

By asking for simple actions that take less than a minute, UL generated big response across multiple metrics– increasing familiarity (36%), relevance (30%) and favorability (25%). The Commit a Minute to Safety campaign also generated more than 1.2 billion impressions in a 60-day time period. Attitudes improved about UL as 33% more moms agreed UL cares about keeping their family safe. And 66% more acknowledged SafetyAtHome.com as a consumer website with safety information. Not only do more moms know about us and like us, but they see us as a trusted safety resource.

We’re proud of the impressive numbers. But even prouder of the fact that more consumers than ever before learned how to protect the ones they love.