SAFE KIDS WEEK Partners

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SAFE KIDS WEEK Partners

• Think First
• Centers for Disease Control and Prevention
• CNMC TBI Assistance Center

YOU!
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SAFE KIDS WEEK 2002JJ Participating Brands
JOHNSON JOHNSON Participating Brands

• BRAND LOGOS HERE PLEASE and make sure youve got
  registered marks etc
• JOHNSONS Baby
• BAND-AID Brand Adhesive Bandages
• JOHNSONS Kids
• Aveeno

• Childrens TYLENOL
• Childrens MOTRIN
• REACH Toothbrushes
• STAYFREE
• o.b.
• PEPCID

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JOHNSON JOHNSON Donation Program

• Johnson Johnson Family of Companies, with
• the help of Bell Sports is donating up to
  1,000,000
• worth of childrens helmets.
• Helmets will be distributed in the fall, through
  Coalitions
• Donation will be announced on Sunday, May 5 via
  newspaper coupon insert.
• Consumers support the donation by buying JJ
  participating brand products during May.
• details to follow

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NATIONAL, INTEGRATED Media Promotion Plan

• Public Relations
• Washington, DC
• National news event May 2 to launch SAFE KIDS
  Week featuring Dr. C. Everett Koop
• Release of national study and survey on childhood
  brain injuries resulting from wheel-based
  activities
• National TV Morning Show
• Heather Paul on The Rosie ODonnell Show

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INTEGRATED, NATIONALMedia Promotion

• Advertising on Nickelodeon
• Targeted TV spots run April-August
• Reach adults on Nick _at_ Night
• Reach tweens on Nickelodeon
• talks directly to kids 9-12 about helmet safety
• Reach youths on Nick Jr.
• Encore of Amanda and Franklin the Turtle

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JOHNSON JOHNSON Retail Program

• Newspaper Coupon Insert
• Sunday May 5, 2002
• 46 million newspapers across U.S.
• Announce helmet donation
• Savings on participating JJ products
• At Participating Food, Drug, Mass Retailers
• In-store signage
• Safety take-ones
• speaks to importance of wearing helmet
• what to say to tweens to try and get them to
  wear helmets

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COALITION KITSContents page 1

• SAFE KIDS Week 2002 Activity Manual
• Boilerplate media materials
• Public policy proclamation
• Model helmet legislation
• Parent, child and educator brain injury activity
  slicks
• Logo slick
• Artwork available on CD in Mac format only
  (photos of kids in helmets and the Use Your Head,
  Wear a Helmet theme)

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COALITION KITSContents page 2

• 500 incentive grant
• Safety take-one full-color tip sheets What to
  say to your kids to get them to wear a helmet
  (about 200 English)
• Quiggle-Gel brain mold
• New wheel safety brochure (100 English and 100
  Spanish)
• SAFE KIDS Week 2001 wrap up video
• Plus, about 75 Coalitions will get tents RFP
  already issued

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SAFE KIDS Week 2001A Great Success!

• Public Relations
• National Press Conference in DC
• Live CNN coverage
• National and local TV and print coverage
• Local TV coverage ran in all top 100 markets
• Coalitions
• 2500 local events, some with Retailers
• Tents to 98 coalitions
• TV Advertising
• 2 Adult spots ran April and May
• 2 Kids spots ran through September
• Franklin the Turtle
• Amanda

Over 200 million safety messages delivered!
except market 92
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Together, Weve Made A Difference! Decline in the
Childhood Injury Death Rate Since SAFE KIDS
Launch
35
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SAFE KIDS WEEK 2002

• Thank you for all of your efforts!