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Mitsubishi Kids Safety First

Working with Mitsubishi Motors and non-profit partner Kids Safety First, Ruder Finn developed a Booster Seat Awareness Initiative in 2007-08 to educate parents about the importance of these life-saving car seats and increase usage for children between the ages of 4 and 8 years old. A nationwide radio media tour that coincided with National Child Passenger Safety Week (February 11-17) kicked off the campaign utilizing statistics gathered from NHTSA.

Ruder Finn then organized community events at select Mitsubishi car dealerships across the country to give away 10,000 booster seats to those community members with children who require them.  Prior to making a national announcement about these events, Ruder Finn arranged one-on-one media briefings between Kids Safety First and outlets such as Parents Magazine, Big Apple Parent, Scholastic Parent & Child, Concierge.com and AAA Southern New England Radio.  During the months of June and July, MMNA and Kids Safety First held 13 events in communities across the U.S., including Greater Dallas, TX, Greater Phoenix, AZ, Greater Minneapolis, MN; Greater Cleveland, OH and Jacksonville, FL.  Each event consisted of demonstrations from car seat safety experts showing proper booster seat installation, distribution of Kids Safety First educational materials for parents and children and giveaways of free booster seats.  Ruder Finn conducted local media outreach leading up to each event, securing pre-event calendar listings and print features.  By leveraging safety experts as event spokespersons, Ruder Finn also secured day-of broadcast coverage in top markets.

 

 

RESULTS

In total, the initiative has resulted in 10,872,727 media impressions and has helped parents better understand the vital importance of having children ages 4 to 8 ride in booster seats.