The spot closes with a call to visit the campaign Web site, safetyat-home.com. The site offers safety tips, a quiz to help determine the security of one's home and an interactive game testing safety knowledge. It also features a blog about safety issues.
UL also made the push into social media, establishing a presence on Facebook, Flickr and Twitter. Its Facebook page now has more than 1,300 “fans,” many of whom upload photos of their children and share parenting advice.
Lavin said an initiative targeting UL's 7,000 employees was vital to the campaign. A Web site was created to educate them about the campaign and encourage them to spread the UL safety message.
Brett Carrey, senior VP-consumer marketing at MS&L, said the UL campaign has been a “terrific success.” “We were really able to make an impact at the holidays, to really connect with first-time moms in an engaging way to drive awareness and education,” he said.
Lavin said that based on site traffic, nonpaid media coverage and anecdotal feedback, the campaign had achieved “key message penetration.” She said the effort is ongoing but would not disclose specifics about future plans. M