Securing the safe use of Liquid Laundry Detergent Capsules ... · Securing the safe use of Liquid...
Transcript of Securing the safe use of Liquid Laundry Detergent Capsules ... · Securing the safe use of Liquid...
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Securing the safe use of
Liquid Laundry Detergent Capsules
in Europe
“KEEP CAPS FROM KIDS”
EUROPEAN DIGITAL COMMUNICATION CAMPAIGN
OCTOBER 2015
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TABLE OF CONTENTS
PART I
Regulatory Context & A.I.S.E. Product Stewardship
Programme (PSP)
PART II
Safe Use Communication Requirements for Brands (as part
of the PSP)
PART III
Keep Caps From Kids Education Campaign
PART IV
Awareness & Amplification Examples
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PART I
Regulatory Context & A.I.S.E. Product Stewardship Programme (PSP)
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A.I.S.E. Product Stewardship Programme
March 2015, voluntary initiative introduced a new A.I.S.E. Product Stewardship Programme
(PSP 2015)
• Scope:
- open to all companies placing products on European market (manufacturers and
retailers, A.I.S.E. members and non-members)
- all liquid-containing detergent capsules (“LDC”) : includes liquid detergent
capsules as well as non-hazardous liquid laundry detergent capsules
• Aim: securing safe use and storage
• Commitments on 3 pillars:
• Product / Packaging improvements
• Reduced visibility of capsules through the packaging
• Prevent Liquid Detergent Capsules from bursting when gripped by children
• Consumer information (on-pack, consumer education campaigns)
• PCC engagement
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A.I.S.E. Product Stewardship Programme
At the end of 2012, voluntary initiative introduced the A.I.S.E. Product Stewardship Programme (PSP 2012)
• Scope: all liquid laundry detergent and laundry additive capsules open to all companies placing products on European market (manufacturers and retailers, A.I.S.E. members and non-members)
• Aim: securing safe use and storage
• Commitments on 3 pillars:
• Packaging improvements (limiting visibility and access)*
• Consumer information (on-pack*, consumer education campaigns)
• Engagement with PCCs (composition sharing, incident monitoring and accidentology about circumstances of incidents)
All major companies committed to the PSP since 2013
Most measures* adopted under CLP Regulation (amendment end 2014, for implementation by 1 June 2015) (+ mechanical resistant test and bittering agent)
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Liquid Laundry Detergent Capsules
Product attributes
- 10 years on the market, but new in several countries
- Convenient for consumers (easy and correct dosing)
- Sustainability benefits : optimal use of resources & packaging,
reduction on transport-related emissions
- Increasing demand for these products
Whilst liquid laundry detergent capsules are safe when used and
stored as instructed, it is important to:
- store them in a safe place before and after use
- and always keep them out of reach of children
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A large majority of the sector implemented
voluntary packaging modifications by mid-2013
Reduced visibility of the capsules:
opaque, obscure, or equivalent packaging
Impeding child access: improved closures
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●
‘Accidentology’ – work with Poison Control Centers
Accidentology Study
• PCCs + A.I.S.E.
• 6 months (Q4 14- Q1 15) ; 5 countries (IRL, NL, DE, CZ, IT)
• Detailed follow-up on circumstances
• >400 cases (Laundry + ADW)
• UK not included (PCC cannot be contacted by general
public)
Assessment & report being finalized (end October)
Project continues in 2016, managed by EU Commission
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Poison Control Centre Data (March 2015)
demonstrate overall reduction of incidents
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PART II
Safe Use Communication Requirements for Brands (as part of the PSP)
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Safe Use Information on pack (since Dec ‘12)
Icons
Patch
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Mandatory Safe Use measures on all brand
communication channels (April 2014)
Agreement from industry/A.I.S.E. to:
Display a mandatory safety message on each of the product brand ads
or communications (TV, radio, digital, print/billboards)
Execution: April/May 2014 onwards
Applicable to all PSP signatories, all PSP geographical scope (Europe)
Mandatory sentence: ” Always keep away from children” or
“Always keep [BRAND NAME] away from children”
Mandatory icon: A.I.S.E. “Keep away from children” visual =>
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Mandatory Safe Use measures on brand
communication channels
Examples of implementation in print, online (brand website)
& on TV (mandatory disclaimer)
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PART III
Keep Caps From Kids Education Campaign
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Objective – Digital Education Campaign
• Significantly and quickly decrease number of incidents
linked to liquid laundry detergent capsules across EU
• Through a digital education campaign targeting parents
and caregivers
• Pan-European : EU 28 + 4
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Target group of campaign:
• Parents of young children
• All caregivers
Tone:
• Educational
• Positive
Campaign tag line / Call to Action:
« Keep Caps From Kids »
Campaign signature :
An initiative from the detergent industry to promote the safe use
of liquid laundry detergent capsules in Europe
Tactics - Digital Education Campaign
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Multi-
lingual
consumer
WEBSITE
&
« Cute
Explorers »
VIDEO
Digital Education Campaign: Portal
www.keepcapsfromkids.eu
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Digital Education Campaign: Twitter
@KCFK_Campaign
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Keep Caps From Kids – Project Outline
• Stand alone project • Financed by LLDC companies & sponsors • Initially 1 year project/campaign: July 2014- July 2015 • Campaign Extension: July 2015-August 2016
• Led by A.I.S.E. and its network of National Associations
Open to partners to amplify the message.
2 types of partnership:
• Campaign Partner/Sponsor (Detergent Companies) or Supplier [Minimal Fee]
• Campaign Partner/Retailer or Institutional Organisation [No Fee] (e.g. EU/National Authorities, Ministries of Health, Poison Control Centers, NGOs) (Updated Project Description available here: https://www.aise.eu/our-activities/product-stewardship-programmes/liquid-detergent-capsules/keep-caps-from-kids---consumer-education-campaign.aspx)
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Partners of Keep Caps From Kids (October 2015)
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PART IV
Awareness & Amplification Examples
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●
• A.I.S.E. Consumer Habits Survey 2014/2015: Awareness of ‘Keep Out
of Reach of Children’ icon increased compared to 2011
• Digital education campaign results (fall 2014):
• 260 million impressions
• 97 million unique users
• 10000 viewers of video on YouTube
In all EU countries
• Excellent reach & « Click-Through-Rate » vs comparable campaigns
Achievements
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How Campaign Partners Spread The Word: HENKEL
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How Campaign Partners Spread The Word: P&G
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How Campaign Partners Spread The Word: UNILEVER
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How Campaign Partners Spread The Word: McBride
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How Campaign Partners Spread The Word:
European Child Safety Alliance
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How Campaign Partners Spread The Word: Lithuania
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How Campaign Partners Spread The Word: Poland
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How Campaign Partners Spread The Word: UK
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Conclusion
• In addition to technical measures, consumer education is key to
secure the safe use of this (new) type of product
• The detergent industry is committed to promoting safe use with
various measures, all based on this pan-European portal
• Partnership is open to Ministries, PCCs, NGOs, retailers et al • HELP SPREAD THE WORD, JOIN THE CAMPAIGN TODAY!
• A.I.S.E. and its network of National Associations are available for
dialogue to further reach out to EU consumers in the best way
possible
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• Consumer portal: www.keepcapsfromkids.eu
• Twitter account: @KCFK_Campaign
• Stakeholder information/background: http://www.aise.eu/our-activities/product-stewardship-programmes/keep-caps-from-kids---consumer-education-campaign.aspx
• PSP Progress report: https://www.aise.eu/documents/document/20150611171430-psp_status_update_9_june_2015.pdf
• List of A.I.S.E. members in Europe: http://www.aise.eu/about-aise/members-list.aspx
Contact at A.I.S.E.
Valérie Séjourné, Ellen Heinrich
Director, Sustainability & Communications Communications Manager
[email protected] [email protected]
Background Information & Contacts