To make parents aware of how attracted small kids are to chemical packagings, we conducted an experiment. Using a hidden camera, eye-tracking sensors, and a heart rate monitor, the experiment proved that when children are given the choice between a toy and a common household chemical item (e.g., bleach, paint, dishwasher soap, etc.), more than half went for the chemicals. We also created a mobile test ‘Toy or Toxic’ designed to be fun for kids while also letting all Dutch parents find out if their own children more often go for toys or household chemicals. Upon finishing the mobile test, parents could compare their children’s choices with national averages.‘Don’t give kids a choice. Store household chemicals out of kids’ reach’ was the central message of the campaign.

In the creative execution of the campaign, we chose to communicate the shocking results of our experiment for a campaign period of 6 weeks. The campaign activated parents to visit gaafofgevaarlijk.nl, enabling parents everywhere to test their own children’s attraction to household chemicals, rather than just taking our word for it. Further, upon finishing the mobile test, parents could compare their children’s choices with national averages. We initially launched a PR campaign by sharing the experiment results with media outlets, followed by posting and seeding the online film, placing online ads, and distributing posters and informative brochures at children’s health and vaccination clinics around the country.

Awareness

• 47% of all targeted parents were reached

• 4.3 million people reached

• Online media reach: 13 million views

• Over €3 million of free publicity in national news (e.g., Pauw, nu.nl, RTL News, and RTL Wist Je Dat) and international newspapers (e.g., Huffington Post, The Mirror, The Independent)

Activation

• Click through rates are all above benchmark

• Kids have made over 100,000 choices between toys or chemicals

Behavior

• 96% of all targeted parents read the warning label

• 90% stores household chemicals out of kids’ reach

• 76% closes the chemical bottle while using it

To encourage parents to use household chemicals safely, VeiligheidNL (The Dutch Government’s home safety promotion organization) and The Dutch National Food Products Authority conducted an experiment. This proved that when children are given the choice between a toy and a common household chemical item, more than half went for the chemicals. We also created a mobile test designed to let all parents test their own children. We communicated the shocking results and a call to action directly to parents through earned press coverage, an online film, banners, posters, and brochures displayed at children’s health and vaccination clinics around the country.

Quantitative research by national advocacy groups indicates that Dutch parents drastically underestimate how attracted young children are to household chemical packaging. Therefore we choose to target parents of children between 1 and 4 years old. To make them more aware of the attraction of household chemicals we communicated the shocking results of our experiment directly. ‘Don’t give kids a choice. Store household chemicals out of kids’ reach’ is the central message of the campaign. Combined with that call to action we also encouraged parents to take the mobile test ‘Toy or Toxic’ at gaafofgevaarlijk.nl and act according to the warning label on the back of any household chemical product.

Every year in The Netherlands, 7,500 accidents happen with household chemicals. In most cases the victims are young kids. Parents underestimate the attraction of household chemicals to young children. They think, ‘How interesting could a jar of paint be?’ The campaign must encourage household chemicals safety practices by making parents aware of how attracted kids are to chemical packaging. This means that parents should read and act according to the warning label.

Campaign objectives:

• 40% of targeted parents need to be reached

• 80% of all reached parents must read the warning labels

• 80% of targeted parents store chemicals out of kids’ reach

• 60% close the bottle while using it