P&G launches Pampers car safety scheme

In an effort to be seen as socially responsible, Procter & Gamble (P&G) is launching a child car seat safety campaign this summer.

The packaged-goods giant’s Pampers brand has teamed up with the Royal Society for the Prevention of Accidents (RoSPA) to launch the Fit Stop campaign, which will include radio, press and direct marketing activity, targeting young mothers.

Nine supermarket chains are backing the campaign and will invite parents to supermarkets to have their children’s car seats checked.

The Fit Stop campaign will be linked with the launch of Pampers Baby Dry nappies (MW June 27). Customers who buy the nappies will receive a “Quick Change Bag”, containing car seat safety information and Pampers’ money-off vouchers.

Pampers brand manager Jenny Ashmore says: “Raising awareness of child car safety is vital. Through our research and our alliance with RoSPA, we understand the importance of correct fit. We are offering parents the opportunity to have their child’s car seat checked by experts during their weekly supermarket shop.”