Cannes Lions

NATIONAL SAFE KIDS CAMPAIGN

UNIVERSAL McCANN, New York / JOHNSON & JOHNSON / 2005

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Presentation Image

Overview

Entries

Credits

Overview

Execution

We focused our attention and efforts behind what American kids like most, namely cartoons and baseball, with a special Public Service Announcement (PSA) message developed for both on air and on line. This featured popular Cartoon Network characters, the Powerpuff Girls.

In tandem, a baseball effort featuring custom PSA's aired during Turner Broadcast games, with on-air mentions by Hall of Fame announcers, and high visibility in stadiums through scoreboard messaging and pamphlet distribution.

Outcome

The campaign generated over $1.6 million in free exposure for the Safe Kids Foundation message, resulting in a 20% increase in requests for information via their website - the most successful campaign in many years. In store traffic to Johnson & Johnson's displays increased sales by 10%.

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