A Consumer Education Initiative

Window Covering Safety Council

Challenge

The Window Covering Safety Council (WCSC) engaged Kellen to provide consumer information and educational materials on window-cord safety to help reduce the number of incidents of young children becoming entangled in window covering cords.

Solution

Kellen launched a public education program incorporating manufacturer and retailer partnerships, editorial coverage, national spokespersons, social media promotion, the establishment of an annual Window Covering Safety Month®, and a special Public Service Announcement to educate the public on the potential hazards of outdated window coverings.  Kellen also helped market a major new initiative to help educate parents and caregivers toward purchasing safe window covering products – the Best for Kids® product certification.

Results
  • The WCSC program has resulted in more than 2 billion impressions, including major positive coverage in The Wall Street Journal, TODAY show, Parents, Washington Post, Good Housekeeping, HGTV, Reuters, Consumer Affairs, NBC News, FOX News, ABC World Tonight and others.
  • According to a recent Caravan Opinion Research, 89 percent of the target audience is now aware of hazards posed by certain window covering products.
  • Incident rate has been reduced by more than 50 percent.
  • Best for Kids® certified products are now available in all major retailers.