NEW YORK: The Window Covering Safety Council, which created its first Facebook page last month, has bolstered its use of social media for the 2011 iteration of its annual baby safety initiative.
The organization is partnering with the US Consumer Product Safety Commission for the eighth consecutive year on a window-covering safety campaign to educate parents about the potential danger of window cords to children. However, the group will also use digital channels this year for the first time, said Peter Rush, executive director of the Safety Council.
The organization created a video series called “Super Baby,” which it will post on Facebook and YouTube, for this campaign. Rush said the organization's goal is to enable consumers to watch the videos and pass them to friends and family members to raise awareness.
“The key element of the Facebook page is being able to focus on the correct demographics, because this campaign is primarily focused on mothers. So using social media, we can target that group a whole lot more specifically,” he said.
Rush added that the organization will use this campaign as a “launch” for its Facebook presence, as well as to tell audiences that the organization will concentrate on social media more in the future.
Kellen Company, the group's PR and social media AOR since 1995, is helping the coalition's internal team of three staffers with all traditional and social media campaign efforts.
The council is also planning to partner with a mommy blogger, who would host a Twitter party about baby safety later this month. The goal of the organization, which has not yet picked a blogger, is to get several thousand people to participate in the party, said Rush.
He added that the Safety Council will also distribute a video news release about the campaign in both English and Spanish in coming weeks to reach more audiences.
Although the group is not planning to host campaign events, Rush said some members, including retailers, manufacturers, and importers will run activities throughout the month.