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


  •  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.


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.

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