CHILD SAFETY TIPS for Dcsf

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CHILD SAFETY TIPS

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Industry Public awareness
Media Promo & PR, Case study
Market United Kingdom
Released July 2012

Credits & Description

Category: Public Sector
Advertiser: DEPARTMENT OF CHILDREN, SCHOOLS AND FAMILIES
Product/Service: GOVERNMENT COMMUNICATION
Managing Director: Nick Porter (Iris)
Account Director: Jane Walton (Iris)
Senior Account Director: Dawn Newman (Iris)
Senior Account Manager: Michelle Andlaw (Iris)
Account Manager: Rosalyn Kelly (Iris)
Senior Account Executive: Sarah Hall (Iris)
Account Executive: Victoria Goddard (Iris)
Media placement: National TV - GMTV,This Morning, Loose Women - 22.06.09
Media placement: National Print - 6 Pieces Including Mirror, Sun And Daily Star - 22.06.09
Media placement: Regional Print - 34 Across The Country - 22.06.09
Media placement: Online - 23 Including Fabulous (NOTW) - 22.06.09
Media placement: Consumer Magazines - 6 Including Best, TV Times, Star - 22.06.09
Media placement: Regional Radio - 65 Stations Across The Country - 22.06.09

Summary of the Campaign
The Department of Children’s Schools and Families tasked us with promoting Child Safety Week. The aim was to communicate the potential risks in the home to parents with children aged 0-4, particularly disadvantaged parents who are a high-risk group. The strategy involved a three-pronged attack on media: A news story targeted print media by promoting the modern day hazards parents face in the home, leading with hair straighteners. The data for this was gathered by partnering with online portal ‘netmums’ and stakeholders such as pediatric hospitals. Celebrity Mum Tina O’Brien was recruited as a spokesperson for broadcast outlets e.g GMTV and radio stations, key for reaching disadvantaged parents. Case studies of parents who had been affected by hazards were recruited via broadcast partners to demonstrate the devastating effects accidents in the home can have. A media partnership with ‘Pick Me Up’ magazine incentivised parents to share child safety tips and provided advice on how to avoid modern hazards. 149 pieces of coverage were generated including in six national newspapers and on three national TV shows. Coverage reached 44 per cent of families with income below £22k. We drove 50,000 hits to the Child Safety Week website.

The Goal
Our task was to use Child Safety Week (22-28 June 2009) owned by the Child Accident Prevention Trust (CAPT) as a platform to engage all parents of children aged 0-4 but specifically disadvantaged parents, a significantly higher risk group, and particularly mums. We needed to highlight the types of potential accidents to this audience and help them manage the risks without being patronising or finger-pointing.

Results
• 149 pieces of coverage. Highlights: • Six national newspapers, 65 radio interviews, three TV programmes including GMTV, This Morning and Loose Women, 34 regional newspapers, 23 websites and six consumer titles. • Total reach of 17,618,493. Coverage reached 43 per cent of parents and 44 per cent of families with income below £22,000 • A third of the coverage contained at least one call to action signposting families to visit CSW website or local SureStart centre. • 50,000+ hits on CAPT website during campaign. • Omnibus research showed highest recall of all awareness campaigns in June (27%). • One in ten parents took action to improve child safety. Of those who did, many did more than one thing with top reported actions including 4/5 CAPT home safety tips. • Cost per 1,000 people reached: £3.11

Execution
Researched statistical data from multiple stakeholders and mums’ portal netmums, creating a compelling news hook by uncovering a hard-hitting headline statistic – hair straighteners have fueled a 50 per cent increase in contact burns since 1999. We packaged this alongside other ‘modern’ dangers in the home to target media at the start of Child Safety Week. Appealed to C2DE mums and media they consume by recruiting celebrity Mum Tina O’Brien as an ambassador. Tina enabled us to deliver sensitive government messages via a familiar face who understood mum’s world. An advertorial in Pick Me Up ensured a controlled vehicle for messages with clear advice on how to prevent child accidents by room, and incentivised Mum to share child safety tips. All activity referenced Child Safety Week, highlighted modern hazards alongside tips and clear call to action – campaign URL or Sure Start Children’s Centres.

The Situation
The Department for Children, Schools and Families (DCSF) briefed us to create awareness of the hazards to young children in the home. Government statistics show accidents in the home are the biggest cause of injuries to children under five with 500,000 every year attending hospital, yet the majority of these accidents are preventable. While there is a need to educate parents of the risks, research shows many are distrustful of government advice feeling they are being patronised, while some have become complacent, viewing advice as ‘common sense’ or seeing accidents as ‘part of growing up’.

The Strategy
To educate parents about hazards in the home our strategy focused on making those risks relevant to the audience by bringing them to life. We focused on counteracting complacency and the preconception that child safety is ‘common sense’ by concentrating on little known or new risks to provide a gateway to highlight all elements of child home safety. We addressed audience concerns around possible patronising messaging by using CAPT to front the campaign and recruiting a popular ambassador and young mum to deliver campaign messaging for us. We presented the solutions as manageable and desirable via discussion and advice from our ambassador, opinion sharing on target online forums and an advertorial programme which offered simple, room-related tips in key media.