Securing the safe use of Liquid Laundry Detergent Capsulesin Europe
“KEEP CAPS FROM KIDS”
EUROPEAN DIGITAL COMMUNICATION CAMPAIGN
OCTOBER 2015
TABLE OF CONTENTS PART IRegulatory Context & A.I.S.E. Product Stewardship Programme (PSP)
PART IISafe Use Communication Requirements for Brands (as part of the PSP)
PART IIIKeep Caps From Kids Education Campaign
PART IVAwareness & Amplification Examples
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
A.I.S.E. Product Stewardship Programme& CLP amendment
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)
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
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
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 =>
Mandatory Safe Use measures on brand communication channels
Examples of implementation in print, online (brand website) & on TV (mandatory disclaimer)
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
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
Multi-lingual consumer WEBSITE
&« CuteExplorers »VIDEO
Digital Education Campaign: Portal www.keepcapsfromkids.eu
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 partnerships:
• Campaign Partner/Sponsor for Detergent Companies or Supplier [with 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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• 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
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
• 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 [email protected] [email protected]
Background Information & Contacts