1. “Keep Caps from Kids” campaign UPDATE 2017
A multi-stakeholder campaign for the safe use of liquid laundry detergent capsules
A.I.S.E. Sept. 2017

2. Content
Part One: Keep Caps From Kids 2014 – Principles and outreach Part Two: Policy context and main initiatives Part Three: Keep Caps from Kids 2017 – Principles and partners’ involvement

3. Part One: “Keep Caps from Kids” campaign –launched 2014
Objective
Education campaign to address incidents with liquid laundry detergent capsules involving children
=> Inform parents & people looking after young children on the need to keep caps away from kids
Serious message in a light-hearted tone
Principle
Whilst initiated by the whole detergent industry at EU level through A.I.S.E., this campaign has been opened, from its start, to any partners (retailers, NGOs, Poison Control Centre, health agencies etc.), having the possibility to help convey this key message to the target audience.
Role of partners in the campaign
Promote the safe use capsules by supporting the campaign
Commit to the amplification of the key messages through use of the multi-lingual website and the online toolkit
Allow A.I.S.E. to use the partner’s name & logo on campaign website

4. www.keepcapsfromkids.eu in 2014
First creative route- « Cute explorers » Pan-European About visitors since website launch in 2014

5. “Keep Caps from Kids” campaign : 2014 institutional partners

6. Examples of brands activities/amplification (still applies in 2017 onwards with updated visual)
On pack labelling requirements
Mandatory safety message on all brand advertising
Mandatory feature of the website and visual on the brands websites
(Future lnks will be adapted based on new campaign visual- version 2017)

7. Part Two: Policy context and main initiatives
A.I.S.E. PSP 1: (LLDC)
opaque packg, bittering agent, on pack + PCC
A.I.S.E. PSP 2:
(LDC)
Resistance test
Mandatory safety warning on all ads
A.I.S.E. PSP 3:
Standard for child impeding closures, code of conduct
Yearly incidents reporting
A.I.S.E. KEEP CAPS FROM KIDS
WAVE 1
KCFK
WAVE 2
A.I.S.E. Accidento-logy study
Commission Regulation (EU) 1297/2014:
labeling, outer packaging, aversive agent, film integrity
EU COM Liquitabs
study

8. Accidental exposures in decrease
Relative to their market presence, the number of accidental exposures with Liquid Laundry Detergent Capsules, as reported to Poison Control Centers of five EU countries, has decreased substantially.
This trend is observed to be still ongoing in all monitored countries for the period April March 2017.
See full report via

9. Summary EU Commission CARACAL meeting June 1017
Support of A.I.S.E.’s initiative, but as incidents continue, PCC ‘accidentology’ project recommend ongoing consumer education
Need to further intensify communication activities and education of parents and people looking after young children on an ongoing basis to drive safe use and storage habits
Industry
Authorities
Any relevant stakeholder (eg PCC, health agencies, associations of paediatricians etc)
… who can help convey the safe use messages to the target audience

10. Part Three: KCFK 2017 - Background to website update
Objectives
Secure update to maintain message alive, more engaging
Call to action, making it clear that children can get hurt
Serious tone, clear and focussed message, attractive animations
Target audience
Parents & people looking after young children child (aged 6 mths - 4 yrs)
Key messages
“Keep caps from kids: learn how to prevent kids from being hurt”
“Store your liquid laundry detergent capsules safely: on a high shelf; in a closed cupboard; with a safety lock”
Principle
Campaign developed by A.I.S.E. (sponsored by Henkel, P&G, Unilever) and
open to partners (i.e. PCC, regulators, health agencies, consumer NGOs) as amplifiers. Free access to toolkit.

11. www.keepcapsfromkids.eu in 2017
New creative design & content
Pan-European:
Multi-lingual: EU
26 languages

12. Key components of 2017 website update
New look and feel to engage parents including:
Video
New animated video focusses on how parents/people looking after young children can prevent kids from being hurt in everyday situations, including access to liquid laundry detergent capsules
2. Two infographics
How to use liquid laundry detergent capsules safely
What to do in case of an emergency
3. Suggestions for storing your capsules safely
Articles and photo gallery proposing safe storage solutions in bathrooms, kitchens and utility rooms
4. Questions and Answers
Addressing concerns about the product and the impact of accidental
ingestion of capsules

13. New infographics “How to use liquid laundry detergent capsules safely”
“What to do in case of an emergency”, + contact details for national Poison Control Centres per country

14. KCFK : Possibility to become a partner
Whom
Detergent manufacturers, retailers
National authorities, health ministries, consumer NGOs, Poison Control Centres, associations of paediatricians.
As a KCFK partner
Your organisation name and logo as « Campaign Partner » will be featured on the campaign website.
You will have free access to the campaign toolkit (members only); make the campaign your own by integrating assets into your own communication channels (banners, visuals, video, infographics etc.)
You will be regularly updated by A.I.S.E and its member associations on the topic.
How to become a partner
Simple to A.I.S.E. indicating your support to the KCFK campaign in line with the Project Description KCFK 2017 and you will become a partner free of charge.
A.I.S.E. will be interested to receive links/copies of partners’ promotion activities undertaken in order to compile regular progress reports.

15. THANK YOU VERY MUCH www.keepcapsfromkids.eu
In case of any questions, please contact A.I.S.E. or
or call us via: