To get things started, Clarian looked to their injury protection experts to establish how to convey the messages of safety properly. According to Holly Vonderheit, Marketing Manager for Riley Hospital for Children, nurses in the burn units were seeing a lot of injuries resulting from children in the kitchen. "A lot of food companies have developed products that children can easily cook themselves, like macaroni and cheese, however most microwaves are usually above stoves or in a place where children would have to reach up and pull the food down." Though there are other ways scalding injuries can occur, it was from this concept that Riley Hospital got the inspiration.
Using the public advocacy message "Kids scald fast. Cool it first," designed with help from Clarian's agency The Heavyweights, also located in Indianapolis, Riley Hospital developed a full-scale campaign to help get the message across complete with an interesting piece of collateral: microwave clings.
"Educational materials can only go so far," says Vonderheit, "we needed a visual reminder for families." The clings, which were distributed at schools, through civic groups, and also at local appliance retailers, are safe for the microwave or refrigerator door, removable, and clearly get the message across in an eye-catching way for both parents and children.
With an effective concept, Clarian Health and Riley Hospital for Children created a campaign that also helped to form an important and valuable relationship with the Indiana Department of Child Services, which helped to expand the reach and exposure of the campaign by dedicating portions of their radio buys to the message.
"This campaign was a great way for two groups, whose missions focus on safety, to work together," says Vonderheit.
For additional information on the safety awareness campaigns visit www.acalltochange.org.
Kandace McLaughlin is an editor with HealthLeaders magazine. Send her Campaign Spotlight ideas at kmclaughlin@healthleadersmedia.com If you are a marketer submitting a campaign on behalf of your facility or client, please ensure you have permission before doing so.