What if you could take a few simple steps to protect your children from hidden dangers in and around your home, would you do it? It is a rhetorical question, because what parent would not do whatever they had to do to protect the lives and safety of their most treasured possessions? Yet, the fact is, many parents do not do basic things to ensure their children are not endangered in their own home, including drowning in pools or being badly injured by furniture toppling over on their youngsters.
In 2013, Goodwill Communications was tasked to launch a national PSA campaign on behalf of the U.S. Consumer Product Safety Commission (CPSC) titled: “Pool Safely.”
The CPSC had conducted extensive research which showed that children younger than age 5 represent more than 75 percent of all pool and spa submersion deaths and 78 percent of pool and spa submersion injuries in the United States involving children younger than 15 years of age. Further, their research showed that African-American and Hispanic children between the ages of 5 and 14 are at a higher risk of drowning.
We distributed the PSAs to 1,000 TV stations, 153 national networks, including those reaching African-Americans and Spanish audiences and 3,500 radio stations primarily targeting those two audiences.
Due to the fact that there are some stations on the southern and western states on the Mexican border which use both English and Spanish stations, we packaged the English and Spanish PSAs together, which also reduced costs.
Feature stories ran in our Broadcasters Cafe and CablePAK News newsletters, which were inserted in packages sent to both broadcast and cable stations. We distributed a news release via PR Web to major search engines like Google, Yahoo! News, and Bing, and to more than 250,000 subscribers through RSS, PRWeb’s Mobile Network, eMediaWire, Yahoo! News, Topix and Google News.
We posted broadcast quality versions of the pool safety PSAs to our PSA Digital download site, and posted them on the National Association of Broadcasters’ Spot Center.
Our TV outreach specialist personally contacted 153 national cable networks to pitch the PSAs resulting in 2,000 airplays on 29 networks and a value of $1,040,155. They included: MSNBC, Tennis Channel, The Africa Channel, Comcast Sports, Fox Business, Fox Sport, NBC Sports, NHL Network, Oygen, SciFy, Cooking Channel, DIY, Food Network, Home & Garden and the Travel Channel. PSAs also appeared 4,200 times on Walmart’s Checkout Channel in 525 of their big box retail outlets, generating $150,000 in value.
Targeting Warm Weather States
Due to the longer swimming season in warm weather states, we placed outdoor posters in Arizona, Texas, California, South Florida and throughout the Washington Metro Area Transit system, which included interior and exterior bus posters, interior posters in subway cars and on subway platforms.
Due to the success of this campaign, we distributed the same creative each year from 2013-2016, and this graph shows the values for each year. A total of 2,600 media outlets used the PSAs during this time period, generating 294,356 airplays and $50,677,421 in value.
In 2015, we were awarded another CPSC assignment, the objective of which was to warn parents that they should secure heavy furniture in their homes to prevent them toppling over and injuring children.
We used very similar tactics as described above for this campaign which to date has generated 48,160 airplays on 226 outlets and generating $9.4 million in value.