Voluntary Sector: Children's safety thrives on bitter taste

The Child Accident Prevention Trust (CAPT) hired Claremont to handle its annual Child Safety Week campaign for 2011.

Children's safety: thrives on bitter taste
Children's safety: thrives on bitter taste

Campaign Child Safety Week 2011
Client Child Accident Prevention Trust
PR team Claremont
Timescale June 2011
Budget £15,000

Objectives

  •  To get coverage in national, regional and online media
  •  To increase awareness of Child Safety Week among parents.

Strategy and plan

Claremont conducted a national survey, which revealed that child safety behaviour is not second nature to many parents. The PR team sold the survey's results into the media, using parenting psychologist Dr Pat Spungin and CAPT's CEO Katrina Phillips as expert commentators. The PR team invited parents and journalists to SureStart nurseries, where a sample of a safe but bitter-tasting substance called Bitrex was given to those who attended, to raise awareness and prevent children accidentally swallowing hazardous household chemicals.

Measurements and evaluation

The campaign generated 168 pieces of coverage including in the Daily Mail, Daily Express, The Daily Telegraph and on Netmums. The coverage was double that of 2010 despite a lower campaign budget.

Results

About 7,000 parents took part in the events and visits to the website increased by 140 per cent, with 42,000 additional visits compared with 2010.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.