Child Safety Product Promotion

HotStop: Safety Device Promotion

CHALLENGE

Build awareness and create demand for HotStop, a first-of-its kind safety device designed to stop hot water burns in the bath.

SOLUTION

Create demand for the new product by educating caregivers about the dangers of hot water burns. This included:

– Partnering with the national nonprofit, Home Safety Council, to create a national scald prevention awareness campaign.

– Fielding a national survey that uncovered the public’s perceptions and actions related to hot water dangers at home.

– Conducting aggressive outreach to print, broadcast and national media outlets.

– Arming community educators with scald prevention information through a free audio webinar.

RESULTS

Media highlights include Parenting, BabyTalk, US New & World Report, Good Housekeeping, Ladies Home Journal, IVillage.com, CNN.com and two segments on the TODAY Show. More than 60 media interviews secured for campaign spokesperson. Additionally, more than 150 community educators attended the scald prevention webinar.